Executive Summary

Oct 2019
PROSPECTS
Paediatric analgesics continue to benefit from increased awareness and availability

In 2019, paediatric analgesics continued growing albeit from a low base in Georgia. Consumption was low mainly due to poor awareness, however this has gradually changed, and paediatric analgesics outpaced the value sales growth of overall analgesics towards the end of the review period and in 2019.

Fast growth of “safe” and effective ketoprofen, whilst acetaminophen matures

The popularity of ketoprofen is expanding in Georgia and it recorded the fastest value growth in adult analgesics in 2019. This is due to its perception of being safe and effective, which has been supported by both promotional campaigns and doctors’ recommendations.

Rising tourism and increased interest in evolving categories to drive analgesic sales over the forecast period

An increasing number of tourists is expected to have positive effect on the consumption of analgesics over the forecast period. Georgia is heavily promoting itself as a tourist destination in many international airports and magazines, and over the review period tourism consequently increased.

COMPETITIVE LANDSCAPE
Ketonal continues to lead due to its effectiveness, availability and customer loyalty

Ketonal by Novartis AG continues to lead analgesics in 2019 as it is considered the most effective remedy in systemic analgesics despite its price. Thanks to good availability and strong advertising in the review period, the brand is well known in Georgia.

Strong promotion and recommendations benefit Fastum Gel and Voltaren

Despite topical analgesics’ sales being much smaller than those of systemic analgesics, two topical analgesics brands, namely Fastum Gel of A Menarini Industrie Farmaceutiche Riunite Srl and Voltaren of GSK Consumer Healthcare, ranked second and third, respectively, in overall analgesics due to strong promotion. Fastum Gel is one of the most stable products in the category, benefiting from strong advertising, including outdoor advertising banners, flyers in pharmacies and television advertising.

GSK Consumer Healthcare leads with its wide portfolio, advertising and promotion

GSK Consumer Healthcare, with its Voltaren, Panadol and Calgel brands, remains the leading company in analgesics. With a wide portfolio spread throughout all areas of analgesics, strong advertising and promotion, the company maintained its lead and grew its value share in 2019.

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Analgesics in Georgia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Analgesics industry in Georgia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Analgesics industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Analgesics in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes 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:

  • What is the market size of Analgesics in Georgia?
  • What are the major brands in Georgia?
  • Are combination products with acetaminophen still popular?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Analgesics in Georgia - Category analysis

HEADLINES

PROSPECTS

Paediatric analgesics continue to benefit from increased awareness and availability
Fast growth of “safe” and effective ketoprofen, whilst acetaminophen matures
Rising tourism and increased interest in evolving categories to drive analgesic sales over the forecast period

COMPETITIVE LANDSCAPE

Ketonal continues to lead due to its effectiveness, availability and customer loyalty
Strong promotion and recommendations benefit Fastum Gel and Voltaren
GSK Consumer Healthcare leads with its wide portfolio, advertising and promotion

CATEGORY DATA

Table 1 Sales of Analgesics by Category: Value 2014-2019
Table 2 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Analgesics: % Value 2015-2019
Table 4 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 5 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 6 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Consumer Health in Georgia - Industry Overview

EXECUTIVE SUMMARY

Consumer healthcare growth due to changing lifestyles, and increased product awareness and availability in 2019
Slow growth of disposable incomes supports sales
GSK Consumer Healthcare leads with its wide product portfolio
Dominance of chemists/pharmacies, but increasing competition from emerging distribution channels
Future growth to be driven by increased health awareness and product availability

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources