Per capita sales in Georgia are strong
With a population of 4.5 million, Georgia is one of the smaller countries of the world. Its per capita level of income is low. Accordingly, volume and value sales in retailing compared to that of many other countries is small. However, per capita sales in retailing in Georgia are increasing as the economy is recovering gradually. Nevertheless, they are far behind that of developed countries of Western Europe and neighbouring countries such as Russia, Turkey and Azerbaijan. However, the per capita expenditure of more than US$1,000 excluding VAT is good number for countries similar to Georgia and testifies that consumers are spending their income almost completely in retailing.
In 2013 retailers undergo modernisation
In 2013 grocery retailers underwent modernisation. There was visible expansion of the selling space of modern grocery retailers and shrinking space of other grocery retailers such as open markets. 2012-2013 was also notable for the opening of the largest trading centre in the capital city, Tbilisi Mall, with growing number of branded products. The active flow of new brands was closely linked with the opening of the Tbilisi Mall.
Grocery retailers faces stronger competition from non-grocery
Grocery retailers dominate retailing, although the share of non-grocery retailing started to grow again after recession as consumer needs continued to grow and the increased income of the population enabled more of them to buy non-grocery products. In 2013, grocery retailers started to expand their selling space and increase their product range with non-grocery products. Thus, competition in lower-priced products became stronger between grocery and non-grocery retailers.
2013 witnesses more competition between traditional retail channels and modern retailers
In 2013,the leading grocery retailer was Nikora JSC. Expansion of Nikora JSC outlets contributed to its retail sales leadership in 2013. Non-grocery retailers were led by Aversi-Pharma Co, followed by Elit Electronics and PSP Group. Non-store retailing continued to be led by Oriflame Georgia and Avon Products Inc. Within grocery retailing appearance of new players such as the Carrefour multinational chain of hypermarkets and in non-grocery retailing the largest shopping mall Tbilisi Mall made competition stronger between traditional retail channels and modern retailers.
The performance of non-grocery retailers is expected to improve
The performance of non-grocery retailers is expected to improve over the forecast period as expenditure per capita is set to increase. Non-grocery retailing will have much stronger growth compared to grocery retailing.
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The Retailing in Georgia market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic number of stores, selling space and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- How big is the grocery/non-grocery/non-store channel in Georgia?
- Who are the leading retailers in Georgia?
- How is retailing performing in Georgia?
- What is the retailing environment like in Georgia?
- Which channels are winning or losing in the fight for consumers’ money?
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This industry report originates from Passport, our Retailing market research database.