Bath and shower was not significantly impacted by the response to COVID-19 in 2020, with the category able to sustain the same current value growth in 2020 that was seen in 2019. Bath and shower showed more stability in comparison to other areas of beauty and personal care products in the face of the coronavirus epidemic.
While both bar and liquid soap benefitted from growing hygiene and sanitation concerns stemming from COVID-19, the pandemic had an especially notable effect on demand for liquid soap, which has lower penetration in the country. In the review period, liquid soap was developing slower than bar soap since the bar format was more popular in Georgia, especially among lower-income proportions of the population.
In 2020, bath and shower in Georgia continued to be led by multinationals Colgate-Palmolive Co, The Procter & Gamble Co, Beiersdorf, Henkel and others, due to their extensive marketing activities and long-standing presence in the country. These companies are present in various bath and shower categories and own broad product portfolios which appeal to consumer preferences and demands.
From 2021 onwards, bath and shower is set to sustain a similar rate of current value growth to that seen in 2020, with gradual strengthening expected throughout 2025. In the beginning of the forecast period, consumers are expected to continue seeking more affordable products because of the poor economic conditions in the country which will continue driving declining disposable income levels.
In the forecast period, average unit prices are set to continue growing due to the devalued local currency. However, this phenomenon may present an opportunity for more local producers to expand their portfolio and offer consumers more value for their money.
Over the forecast period, liquid soap is set to outperform bar soap in terms of the current value forecast period CAGR. Indeed, the pandemic seemed to highlight a breaking point in consumers’ habits in regard to using liquid versus bar soap.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Bath and Shower research and analysis database.
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