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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Georgia

Jul 2020

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Executive Summary

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COVID-19 impact on beauty and personal care

Demand for a wide selection of beauty and personal care products is set to decline in 2020 in response to COVID-19 in Georgia. This is likely to linked to the home seclusion trend, which will particularly impact demand for perceived non-essential products such as colour cosmetics, fragrances and sun care as local consumers spend significant amounts of time at home, reducing the need to use these products due to lack of occasions such as socialising or going on holiday, with the latter also linked to a ban on inbound tourists.

COVID-19 country impact

As of 10 May 2020, Georgia has seen around 10 deaths due to COVID-19 and 640 cases. Full border controls were imposed on 17 March, with only citizens, permanent residents, their relatives and freight transport workers allowed to enter.

Despite rising unit prices due to local currency devaluation in 2019, demand for many beauty and personal care products continues to improve

Price fluctuations towards the end of the review period for many beauty and personal care in Georgia, due to local currency devaluation and the fact that many brands in the market are imported, resulted in higher current value growth compared to volume in 2019. However, for the most part, actual demand for many beauty and personal care products continued to rise, driven by consumers’ increasing disposable incomes due to further urbanisation, wider product availability and expansion of modern retail channels, and higher awareness of many products’ specific benefits as result of greater marketing efforts by players through point of sale, television advertisements, and social media platforms which educate local consumers on the various global trends.

Highly fragmented competitive landscape led by The Procter & Gamble Co in 2019, although Avon is leading brand due to popularity of direct selling with mass consumers

Beauty and personal care is a highly fragmented competitive landscape in Georgia and continued to be led by multinationals such as The Procter & Gamble Co and L'Oréal Groupe (the only players to hold double-digit value share in the overall market in 2019) as they offer a wide range of mass and premium globally-renowned brands, which are trusted by local consumers for their quality. Local manufacturing on the other hand, is unable to compete with the imported brands of these multinationals due to lack of financial support or development in terms of innovation.

Demand for beauty and personal care is set to gain momentum over the course of the forecast period

Beauty and personal care is predicted to record a tentative recovery from 2021 as many local consumers are likely to remain cautious with their spending habits depending on their employment prospects after coming out of lockdown, before returning to normalisation in terms of purchasing behaviour for most products from 2022, especially for categories that are deemed essential once consumers return to their workplaces and socialising, such as bath and shower, colour cosmetics and hair care.

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Beauty and Personal Care Sample Report Beauty and Personal Care Data Sample

Overview

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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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Georgia for free (where applicable):

The Beauty and Personal Care 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 Beauty and Personal Care in Georgia?
What are the major brands in Georgia?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

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 Beauty and Personal Care market research database.

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Beauty and Personal Care in Georgia

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Despite rising unit prices due to local currency devaluation in 2019, demand for many beauty and personal care products continues to improve

Highly fragmented competitive landscape led by The Procter & Gamble Co in 2019, although Avon is leading brand due to popularity of direct selling with mass consumers

Demand for beauty and personal care is set to gain momentum over the course of the forecast period

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Ongoing strong performance for mass beauty and personal care in 2019, as consumers with increasing disposable incomes invest in more specific products

Direct selling continues to gain ground as important distribution channel of mass beauty and personal care in 2019

Intense competition between leading multinationals in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Niche affluent consumer group continues to drive increasing demand for premium beauty and personal care in 2019, although fragrances attracts aspirational mid-income segment

Impressive volume growth for premium sets/kits in 2019 supported by greater affordability and attractive promotions

Puig Rus strengthens leadership of premium beauty and personal care in 2019 due to wide product portfolio of premium fragrances

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing demand for baby and child-specific products in 2019 in line with expanding consumer base of mid- to high-income consumers

Largest category of baby wipes continues to record highest volume growth in 2019, due to offer of affordable and versatile product that has a wide consumer reach

Intense competition amongst dominant multinationals in 2019 leads to new leadership of baby and child-specific products

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Bar soap retains popularity in 2019 due to affordability, wide range of options and specific benefits

Niche of intimate hygiene continues to outperform bath and shower as a whole in 2019, due to rising awareness amongst affluent consumers

Colgate-Palmolive strengthens leadership of bath and shower in 2019, although Safeguard from The Procter & Gamble Co retains leadership of bath soap

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Bath and Shower by Category: Value 2014-2019
Table 33 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 35 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 36 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 38 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing demand for colour cosmetics in 2019, as local consumers increasingly invest in their appearance

Specific trends continue to gain momentum and influence demand for niche areas of colour cosmetics in 2019

L’Oréal Groupe strengthens overall leadership of colour cosmetics in 2019 with large brand portfolio, while Avon leads brands due to strength of direct sellers offering affordable mass products

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 43 Sales of Colour Cosmetics by Premium vs Mass: % Value 2014-2019
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 46 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 47 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 48 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 49 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024

Deodorants in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Sprays remains the most popular format of deodorants in 2019, due to affordability, scent, and habitual use

Deodorants benefits from wider reach through segmentation and targeting consumers with increasingly active lifestyles

Unilever strengthens leadership of deodorants in 2019 with wide product portfolio of mass brands

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 50 Sales of Deodorants by Category: Value 2014-2019
Table 51 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 52 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 53 NBO Company Shares of Deodorants: % Value 2015-2019
Table 54 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 55 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 56 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 57 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 58 Forecast Sales of Deodorants by Premium vs Mass: % Value 2019-2024

Depilatories in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Slowing demand for depilatories in 2019 with affordable beauty salon treatments offering competition

Price-sensitive consumers more likely to opt for more affordable men’s razors and blades, while hair removers/bleaches remains underdeveloped

Consolidated competitive landscape for depilatories in 2019, a category heavily reliant on imports

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 59 Sales of Depilatories by Category: Value 2014-2019
Table 60 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Depilatories: % Value 2015-2019
Table 62 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 63 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 64 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Price-sensitivity evident in fragrances in 2019, leading to slower demand

Direct selling and e-commerce continue to gain value share in 2019, offering affordable options to store-based retailers

Puig Rus strengthens leadership of fragrances in 2019 due to wide portfolio of premium and mass brands

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 65 Sales of Fragrances by Category: Value 2014-2019
Table 66 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Fragrances: % Value 2015-2019
Table 68 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 69 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 70 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 71 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 72 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Healthy demand for hair care in 2019, with convenient and time-saving 2-in-1 products continuing to build momentum

Different attitudes towards hair salons amongst different consumer segments influence demand for salon professional hair care and colourants

Leading multinationals continue to gain value share in 2019 due to trusted and wide product portfolios

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 73 Sales of Hair Care by Category: Value 2014-2019
Table 74 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 75 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 76 NBO Company Shares of Hair Care: % Value 2015-2019
Table 77 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 78 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 79 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 80 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 81 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 83 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Men's Grooming in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing interest amongst urban males to use specific products supports rising demand for men’s grooming in 2019

Further evidence of premiumisation within men’s grooming in 2019 although stronger volume growth is from a low sales base

Leading players strengthen their positions due to presence in men’s shaving although The Procter & Gamble Co also benefits from range of men’s toiletries

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 84 Sales of Men’s Grooming by Category: Value 2014-2019
Table 85 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2019
Table 88 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 89 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 91 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 92 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

Oral Care in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Positive performance by oral care in 2019, driven by toothpaste but increasing interest also displayed in niche areas of the category

Increasing demand for niche of power toothbrushes supported by expanding modern distribution channels and e-commerce with competitive pricing

Competitive landscape intensifies in 2019 but continues to be dominated by multinationals

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 93 Sales of Oral Care by Category: Value 2014-2019
Table 94 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 95 Sales of Toothbrushes by Category: Value 2014-2019
Table 96 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 98 NBO Company Shares of Oral Care: % Value 2015-2019
Table 99 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 100 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 102 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Mass products continue to drive sales in 2019, while consumers increasingly expand their skin care routines beyond facial care

Millennials are increasingly exposed to global trends in skin care such as natural, healthy-looking skin on social media

Competition within skin care intensifies in 2019 with Kalina Concern taking over leadership from L’Oréal Groupe

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2014-2019
Table 105 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 106 NBO Company Shares of Skin Care: % Value 2015-2019
Table 107 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 109 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand for sun care in Georgia continues to increase in 2019, driven by greater education over dangers of sun exposure and strong inbound tourism

Health and beauty specialist retailers gain value share from direct selling in 2019, offering attractive promotional discounts

Beiersdorf strengthens leadership of sun care in 2019 through trusted global brand Nivea Sun

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 111 Sales of Sun Care by Category: Value 2014-2019
Table 112 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 113 Sales of Sun Care by Premium vs Mass: % Value 2014-2019
Table 114 NBO Company Shares of Sun Care: % Value 2015-2019
Table 115 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 117 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024
Table 119 Forecast Sales of Sun Care by Premium vs Mass: % Value 2019-2024

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Megatrends

Country Report

Beauty and Personal Care in Georgia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on beauty and personal care

COVID-19 country impact

Despite rising unit prices due to local currency devaluation in 2019, demand for many beauty and personal care products continues to improve

Highly fragmented competitive landscape led by The Procter & Gamble Co in 2019, although Avon is leading brand due to popularity of direct selling with mass consumers

Demand for beauty and personal care is set to gain momentum over the course of the forecast period

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Overview

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Table of Contents

Beauty and Personal Care in Georgia

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Despite rising unit prices due to local currency devaluation in 2019, demand for many beauty and personal care products continues to improve

Highly fragmented competitive landscape led by The Procter & Gamble Co in 2019, although Avon is leading brand due to popularity of direct selling with mass consumers

Demand for beauty and personal care is set to gain momentum over the course of the forecast period

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Mass Beauty and Personal Care in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Ongoing strong performance for mass beauty and personal care in 2019, as consumers with increasing disposable incomes invest in more specific products

Direct selling continues to gain ground as important distribution channel of mass beauty and personal care in 2019

Intense competition between leading multinationals in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Premium Beauty and Personal Care in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Niche affluent consumer group continues to drive increasing demand for premium beauty and personal care in 2019, although fragrances attracts aspirational mid-income segment

Impressive volume growth for premium sets/kits in 2019 supported by greater affordability and attractive promotions

Puig Rus strengthens leadership of premium beauty and personal care in 2019 due to wide product portfolio of premium fragrances

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Baby and Child-Specific Products in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing demand for baby and child-specific products in 2019 in line with expanding consumer base of mid- to high-income consumers

Largest category of baby wipes continues to record highest volume growth in 2019, due to offer of affordable and versatile product that has a wide consumer reach

Intense competition amongst dominant multinationals in 2019 leads to new leadership of baby and child-specific products

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Bath and Shower in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Bar soap retains popularity in 2019 due to affordability, wide range of options and specific benefits

Niche of intimate hygiene continues to outperform bath and shower as a whole in 2019, due to rising awareness amongst affluent consumers

Colgate-Palmolive strengthens leadership of bath and shower in 2019, although Safeguard from The Procter & Gamble Co retains leadership of bath soap

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Colour Cosmetics in Georgia

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing demand for colour cosmetics in 2019, as local consumers increasingly invest in their appearance

Specific trends continue to gain momentum and influence demand for niche areas of colour cosmetics in 2019

L’Oréal Groupe strengthens overall leadership of colour cosmetics in 2019 with large brand portfolio, while Avon leads brands due to strength of direct sellers offering affordable mass products

2020 AND BEYOND