Baby food was one of the few product areas to be unimpacted by the COVID-19 pandemic in 2020. Due to the essential nature of the product, parents will continue to purchase baby food, regardless of the economic backdrop.
Retail in Georgia will continue to see a transformation in 2021. Modern grocery retailers such as Carrefour, Goodwill, Nikora and Ori Nabiji, boosted by their competitive prices and widening assortments, are expected to continue taking share from the independent small grocers.
Nestlé will continue to lead baby food in 2021, but it is likely to see its current retail value share eroded. While a high level of trust has been earned in the past, with perceived high quality and widespread availability underpinning the long-standing popularity of Nestlé’s products, less expensive alternatives will continue to gain consumer interest and trust in 2021.
Over the forecast period, baby food will continue to grow in awareness as trust in international brands increases. Local producers are unlikely to invest in baby food as they would be unable to compete with international players.
Prepared baby food is expected to see the fastest growth over the forecast period. This performance will be underpinned by growing availability and a resultant increase in awareness.
Over the forecast period, powder growing-up milk formula will continually lose popularity and therefore demand. The main reason for this is because powder growing-up milk formula is perceived as one of the unhealthiest product areas within baby food.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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This is the aggregation of milk formula, prepared, dried and other baby food.See All of Our Definitions
This report originates from Passport, our Baby Food research and analysis database.
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