Executive Summary

Nov 2019
PROSPECTS
Bread price rises due to Russian grain shortage

The baked goods category in Georgia is dominated by bread. The unit price for bread has increased significantly in the country in recent years due to a poor grain yield in Russia.

Bread set to see continued positive performance

There is a difference in consumption habits between rural and urban areas. Unrefined bread accounts for more than one-third of consumption in rural areas and smaller towns.

Dessert mixes most dynamic due to convenience, performance set to continue

Dessert mixes saw the most dynamic performance in 2019. This is a relatively new category in Georgia, with sales emerging from negligible territory only in recent years.

COMPETITIVE LANDSCAPE
A fragmented category led by Puri, with a share in single digits

The baked goods environment is very fragmented, with no single player even holding a double-digit value share in 2019. This is largely due to the lack of differentiation in the category.

Freshness a key factor in bread sales

Premiumisation occurs through the employment of a particular strategy in Georgia. Bread brand Mzetamze is presented with the message that it is made using local, Georgian grain.

Artisanal goods face uncertain future as preference for packaged goods grows

The outlook for artisanal baked goods is not positive, as demand is shifting towards packaged, industrially produced offerings, especially in Georgia’s larger towns and cities. However, in rural areas and smaller towns, consumers still prefer the unpackaged breads produced by local independent bakeries.

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Baked Goods in Georgia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods 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 Baked goods industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods 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 Baked goods in Georgia?
  • What are the major brands in Georgia?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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 Packaged Food market research database.

Baked Goods in Georgia - Category analysis

HEADLINES

PROSPECTS

Bread price rises due to Russian grain shortage
Bread set to see continued positive performance
Dessert mixes most dynamic due to convenience, performance set to continue

COMPETITIVE LANDSCAPE

A fragmented category led by Puri, with a share in single digits
Freshness a key factor in bread sales
Artisanal goods face uncertain future as preference for packaged goods grows

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2014-2019
Table 2 Sales of Baked Goods by Category: Value 2014-2019
Table 3 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 4 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 6 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 7 Distribution of Baked Goods by Format: % Value 2014-2019
Table 8 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 9 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 10 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Packaged Food in Georgia - Industry Overview

EXECUTIVE SUMMARY

More modern lifestyles and development of distribution channels stimulates shift to packaged food products
Tourist activity important to Georgia’s food market, due to limited effect of unit price fluctuations
Market remains fragmented, with generics important in categories with little differentiation
Growing urban consumer base seeking convenience underpins growth of modern grocery retailers channel
Packaged to unpackaged shift set to maintain growth

FOODSERVICE

Sales to Foodservice
Traditional restaurants benefit from popularity of Georgian cuisine amongst both visitors and local consumers, coupled with low prices
Modern establishments offering quick and easy meals gain importance, brunch concept sees growth in popularity
Further growth may be achieved through efforts to reduce seasonality
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources