Beauty and Personal Care in Georgia

Beauty and Personal Care in Georgia

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and financial worries caused consumers to restrict their mass beauty and personal care purchases in 2020

Preventative hygiene trend boosted certain product sales

Direct selling continued gaining ground

RECOVERY AND OPPORTUNITIES

Return of social interaction will drive recovery in the forecast period

Massive development of e-commerce expected

Players will turn to social media to stimulate demand

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Financial and social implications of the pandemic dwindled demand for premium beauty and personal care in 2020

Some affluent consumers maintained their purchasing patterns to a certain extent

Puig Rus strengthened its leadership of premium beauty and personal care

RECOVERY AND OPPORTUNITIES

Easing of restrictions will lead to a swift recovery in the forecast period

Changing consumer habits will support the rise of e-commerce

Economic stabilisation mid-forecast period will drive increasing demand for premium beauty and personal care

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Georgia

KEY DATA FINDINGS

2020 IMPACT

Initial stockpiling witnessed at onset of lockdown in 2020

Versatility and multi-purpose benefits of baby wipes supported growth

Multinationals continued dominating the competition

RECOVERY AND OPPORTUNITIES

Gradual recovery expected in the forecast period due to the economic slowdown

More consumers trading down and rising unit prices may moderate recovery

Baby wipes will continue driving growth

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Georgia

KEY DATA FINDINGS

2020 IMPACT

Booming demand for bath soap led to product shortages in the beginning of 2020

Increased hand washing routines revived the performance of liquid soap

Colgate-Palmolive retained leadership of bath and shower

RECOVERY AND OPPORTUNITIES

Slower growth expected in the forecast period as purchases will continue being restricted by lower disposable incomes

Opportunity for the development of more affordable local brands

Consumer preferences may shift in favour of liquid soap

CATEGORY DATA

Table 32 Sales of Bath and Shower by Category: Value 2015-2020
Table 33 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 35 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 36 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 38 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Georgia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and mask wearing dwindled the need to use colour cosmetics in 2020

Local currency devaluation increased prices

Players were not ready for a shift to e-commerce

RECOVERY AND OPPORTUNITIES

Gradual recovery expected in the forecast period as consumers remain wary of their spending patterns

Currency devaluation will continue impacting colour cosmetics

Share of e-commerce set to strengthen

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 43 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 46 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 47 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 48 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 49 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025

Deodorants in Georgia

KEY DATA FINDINGS

2020 IMPACT

Usage rates of deodorants dropped amid home seclusion in 2020

The summer months provided relief and higher usage

Unilever solidified its leadership of deodorants with a wide product portfolio of mass brands

RECOVERY AND OPPORTUNITIES

Loosening restrictions will drive demand in the forecast period

Further currency devaluation likely with players set to respond with discounting

Deodorant sprays set to remain the most popular format

CATEGORY DATA

Table 50 Sales of Deodorants by Category: Value 2015-2020
Table 51 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 52 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 53 NBO Company Shares of Deodorants: % Value 2016-2020
Table 54 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 55 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 56 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 57 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 58 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025

Depilatories in Georgia

KEY DATA FINDINGS

2020 IMPACT

Consumers saw little need to keep up personal grooming regimens while under lockdown in 2020

Affordable beauty salon treatments posed a competitive threat

Depilatories remained almost exclusively reliant on imports

RECOVERY AND OPPORTUNITIES

Demand from price-sensitive consumers will drive recovery in the beginning of the forecast period

Demand may continue slowing as consumers migrate towards competitively priced beauty salon treatments

Growing competition will facilitate the launch of more affordable brands

CATEGORY DATA

Table 59 Sales of Depilatories by Category: Value 2015-2020
Table 60 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 61 NBO Company Shares of Depilatories: % Value 2016-2020
Table 62 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 63 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 64 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Georgia

KEY DATA FINDINGS

2020 IMPACT

Lack of social occasions dwindled demand for fragrances in 2020

Economic uncertainty furthered the decline due to growing price-sensitivity

Direct selling continued gaining value share by offering affordable options to consumers

RECOVERY AND OPPORTUNITIES

Sluggish recovery expected in the beginning of the forecast period due to lacklustre economic environment

International tourism may provide a boost to fragrances

E-commerce will continue playing an important role

CATEGORY DATA

Table 65 Sales of Fragrances by Category: Value 2015-2020
Table 66 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 67 NBO Company Shares of Fragrances: % Value 2016-2020
Table 68 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 69 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 70 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 71 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 72 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Consumers saw little need to upkeep hair care regimens under lockdown in 2020

Salon professional hair care felt the brunt of the negative impact

Rise in unit prices was counterbalanced with retailers’ discounting campaigns

RECOVERY AND OPPORTUNITIES

Economic uncertainty will moderate the recovery in the forecast period

Increasing awareness and availability will drive the growth of hair care

Competition at the distribution level is expected to expand the consumer base for hair care

CATEGORY DATA

Table 73 Sales of Hair Care by Category: Value 2015-2020
Table 74 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 75 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 76 NBO Company Shares of Hair Care: % Value 2016-2020
Table 77 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 78 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 79 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 80 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 81 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 83 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Georgia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion drove demand down in 2020

Closure of hair salons and barbers may have prevented a further decline

Retailers turned to discounting promotions to attract consumers

RECOVERY AND OPPORTUNITIES

Recovery will be moderated by unfavourable economic conditions in the forecast period

Players likely to turn online to generate consumer interest

Growing trend of facial hair may impair men’s shaving but present opportunities for other products

CATEGORY DATA

Table 84 Sales of Men’s Grooming by Category: Value 2015-2020
Table 85 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020
Table 88 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 89 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 91 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 92 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Economic uncertainty encouraged trading down in 2020 slowing sales

Premium and non-essential products felt the largest impact from the pandemic

No new product launches were observed

RECOVERY AND OPPORTUNITIES

Slow recovery expected in the forecast period as consumers continue focusing on savings

Growing competition is set to widen the offer of value added and low-cost products

Revival of tourism may boost recovery

CATEGORY DATA

Table 93 Sales of Oral Care by Category: Value 2015-2020
Table 94 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 95 Sales of Toothbrushes by Category: Value 2015-2020
Table 96 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 98 NBO Company Shares of Oral Care: % Value 2016-2020
Table 99 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 100 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 102 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Growth slowed in 2020 as consumers focused spending on more essential areas

Consumers traded down in efforts to save money

Competition within skin care intensified with L’Oréal Groupe taking over leadership from Kalina Concern

RECOVERY AND OPPORTUNITIES

Demand set to strengthen over the course of the forecast period as economic conditions improve

Growing consumer awareness of healthy-looking skin will drive innovation

Affordable appeal of e-commerce will sustain growth in the forecast period

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2015-2020
Table 105 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 106 NBO Company Shares of Skin Care: % Value 2016-2020
Table 107 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 109 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

Loss of tourism due to COVID-19 dwindled demand for sun care in 2020

Baby and child-specific sun care was more resilient in the face of the pandemic

Beiersdorf continued leading sun care with its trusted global brand Nivea Sun

RECOVERY AND OPPORTUNITIES

Recovery of sun care will be tied to the recovery of tourism in the forecast period

Rising unit prices will not affect demand to a great extent

Minimal appeal for the development of e-commerce

CATEGORY DATA

Table 111 Sales of Sun Care by Category: Value 2015-2020
Table 112 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 113 Sales of Sun Care by Premium vs Mass: % Value 2015-2020
Table 114 NBO Company Shares of Sun Care: % Value 2016-2020
Table 115 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 117 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Table 119 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025

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