Baby and Child-Specific Products in Georgia

PROSPECTS

Baby and child-specific products expected to continue stable growth over forecast period

The review period was full of uncertainty in terms of the economy in Georgia. The Georgian lari faced several waves of dramatic devaluation in 2014, continuing into 2017.

Expansion of modern grocery retailers and chained pharmacies increases awareness of baby and child-specific products

The structure and shape of Georgian retailing is rapidly changing, starting from the early review period. Modern grocery retailers are expanding and oppressing traditional formats such as independent small grocers and open area markets.

Increasing interest in other baby and child-specific products

Within baby and child-specific products, the stronger presence of other baby and child-specific products is noticeable. Expansion of hair care and skin care for babies in particular is expected to be quite strong, as they are small categories, growing from a low base and the growing interest is expected to bring strong growth rates over the forecast period.

COMPETITIVE LANDSCAPE

Johnson’s Baby by Johnson & Johnson tightly pursued by Bübchen

Johnson’s Baby by Johnson & Johnson was the leading brand in baby and child-specific products. This brand line is trusted by consumers as it has a longstanding presence in Georgia.

Presence of direct sellers is marginal

Baby and child-specific products is one of the few categories within beauty and personal care which does not have a dominance or strong presence of direct sellers. The assortment of direct sellers within the category is quite scarce.

No significant presence of premium brands

Demand for premium baby and child-specific products was low at the end of the review period. The relatively low disposable incomes of consumers was the major obstacle to growth of premium products.

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