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Beauty and Personal Care in
Georgia

Country Report

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Executive Summary

Jun 2019
Economic development leads to higher spending on beauty and personal care

The improving economic situation, which resulted in rising consumer confidence and purchasing power, especially in urban areas, positively impacted retailing in Georgia in 2018. Sales of the majority of fast-moving consumer goods continued to develop, and this included beauty and personal care products in both current value and volume terms.

The volatile currency hinders volume growth

Although beauty and personal care continued to see a positive performance in 2018, the growth was not all organic. With recent currency devaluation, development was also fuelled by increases in unit prices, as Georgia heavily relies on imports.

The Procter & Gamble Co leads beauty and personal care

Beauty and personal care in Georgia is largely represented by international companies. Due to extensive marketing activities and its long-standing presence, The Procter & Gamble Co continued to lead in 2018.

The development of modern retailing threatens traditional channels

The distribution of beauty and personal care products in Georgia is following overall retail trends in Georgia. With the rapid development of modern retail formats in the country (both grocery and non-grocery), changes in consumers’ shopping habits are being observed.

A positive outlook for beauty and personal care

Beauty and personal care is expected to continue growing in current value terms over the forecast period, at about the same rate as seen in the review period. The growth of beauty and personal care is expected to be supported by the stabilising economy and the improving circumstances of local consumers over the forecast period, assuming the Georgian lari does not experience any major fluctuations against other currencies.

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Beauty and Personal Care in Georgia

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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.

Beauty and Personal Care in Georgia

EXECUTIVE SUMMARY

Economic development leads to higher spending on beauty and personal care
The volatile currency hinders volume growth
The Procter & Gamble Co leads beauty and personal care
The development of modern retailing threatens traditional channels
A positive outlook for beauty and personal care

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Georgia

HEADLINES

PROSPECTS

The performance is connected to the currency situation
The emerging baby skin care category sees the best performance
Future development will be affected by the low birth rate

COMPETITIVE LANDSCAPE

Two brands compete for the leading position
International companies dominate
The development of modern retail channels increases product availability

CATEGORY DATA

Table 10 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 15 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Georgia

HEADLINES

PROSPECTS

The expansion of modern grocery retailers fuels growth
Growing supply sustains the steady growth of a niche segment
Intimate hygiene is set to see the best performance

COMPETITIVE LANDSCAPE

International brands dominate bath and shower
Colgate-Palmolive leads bath and shower
The Procter & Gamble Co follows closely

CATEGORY DATA

Table 20 Sales of Bath and Shower by Category: Value 2013-2018
Table 21 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 23 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 24 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 26 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Georgia

HEADLINES

PROSPECTS

The aftermath of currency devaluation affects volume growth
Growing social media exposure influences changing trends
Skin care trends are having an impact on colour cosmetics

COMPETITIVE LANDSCAPE

Direct sellers vs store-based retailers vs online retailers
L’Oréal Groupe leads, along with direct sellers
Direct selling remains a major distribution channel

CATEGORY DATA

Table 29 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 31 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 32 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 33 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 34 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 35 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 36 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 37 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Georgia

HEADLINES

PROSPECTS

Growth is supported by wider availability and currency devaluation
Active lifestyles vs health concerns
Deodorant sprays remains the dominant format

COMPETITIVE LANDSCAPE

Potential currency devaluation remains a real threat
The leading brands benefit from global recognition and a widespread presence
Direct selling struggles to compete with other channels

CATEGORY DATA

Table 38 Sales of Deodorants by Category: Value 2013-2018
Table 39 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 40 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 41 NBO Company Shares of Deodorants: % Value 2014-2018
Table 42 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 43 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 44 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 45 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 46 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Georgia

HEADLINES

PROSPECTS

Volatility of the local currency drives up values, whilst volume growth lags behind
Beauty salon services hinder growth in depilatories
Persistent habits create obstacles to dynamic growth

COMPETITIVE LANDSCAPE

The Procter & Gamble Co and Sté Bic dominate depilatories
Direct sellers have strong positions in hair removers/bleaches
The development of modern retailing supports wider product availability

CATEGORY DATA

Table 47 Sales of Depilatories by Category: Value 2013-2018
Table 48 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 49 NBO Company Shares of Depilatories: % Value 2014-2018
Table 50 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 51 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 52 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Georgia

HEADLINES

PROSPECTS

Premiumisation prevails in fragrances despite unit price increases
Fragrances sets/kits are gaining popularity
Growth rates in men’s fragrances catch up with women’s fragrances

COMPETITIVE LANDSCAPE

Puig Rus leads fragrances with a wide brand portfolio
Companies give up on unisex fragrances
Direct sellers thrive in fragrances

CATEGORY DATA

Table 53 Sales of Fragrances by Category: Value 2013-2018
Table 54 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Fragrances: % Value 2014-2018
Table 56 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 57 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 58 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 59 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 60 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Georgia

HEADLINES

PROSPECTS

Changing consumer habits are slowing down the growth of colourants
Salon professional hair care is picking up, as consumers return to salons
Standard shampoos continues to dominate hair care

COMPETITIVE LANDSCAPE

Hair loss treatments faces competition from hair transplant procedures
The Procter & Gamble Co and L’Oréal Groupe lead hair care
Local producers struggle in the face of international giants

CATEGORY DATA

Table 61 Sales of Hair Care by Category: Value 2013-2018
Table 62 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 63 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 64 NBO Company Shares of Hair Care: % Value 2014-2018
Table 65 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 66 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 67 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 68 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 69 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 70 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 71 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Georgia

HEADLINES

PROSPECTS

Affordable pricing continues to boost mass beauty and personal care
Growth is expected to continue in the forecast period
The growth in tourism will aid steady future growth

COMPETITIVE LANDSCAPE

The Procter & Gamble Co maintains its lead in mass beauty and personal care
Pricing strategies keeps direct selling popular in mass beauty and personal care
Growth is expected in emerging categories

CATEGORY DATA

Table 72 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 73 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 74 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 75 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 76 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 77 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Georgia

HEADLINES

PROSPECTS

Traditional vs modern
Premium men’s grooming products expected to see the strongest performances
Currency volatility hinders volume growth

COMPETITIVE LANDSCAPE

Importers compete to offer better prices, but not all categories are equally affected
The Procter & Gamble Co maintains its lead
Direct sellers fail to attract the male audience

CATEGORY DATA

Table 78 Sales of Men’s Grooming by Category: Value 2013-2018
Table 79 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 80 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 81 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 82 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 83 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 84 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 85 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 86 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Georgia

HEADLINES

PROSPECTS

The continuous development of modern retailing supports oral care
The growth of most categories is affected by currency fluctuations
Increased product availability is set to drive growth

COMPETITIVE LANDSCAPE

Colgate-Palmolive Co retains its strong lead
Private label is on a mission to win over consumers
Competitive prices and added-value benefits

CATEGORY DATA

Table 87 Sales of Oral Care by Category: Value 2013-2018
Table 88 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 89 Sales of Toothbrushes by Category: Value 2013-2018
Table 90 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 91 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 92 NBO Company Shares of Oral Care: % Value 2014-2018
Table 93 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 94 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 95 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 96 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 97 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Georgia

HEADLINES

PROSPECTS

Premium beauty and personal care exhibits stable value growth
Major growth generators in premium beauty and personal care
Good potential for future growth

COMPETITIVE LANDSCAPE

LVMH Moët Hennessy Louis Vuitton continues to lead
Puig Rus is closing the gap
Premium players focus mainly on one major category – fragrances

CATEGORY DATA

Table 98 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 99 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 100 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 101 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 102 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 103 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Georgia

HEADLINES

PROSPECTS

Skin care continues to develop in Georgia
Millennials influence trends in skin care
Interest in premium products is set to strengthen over the forecast period

COMPETITIVE LANDSCAPE

L’Oréal Groupe leads skin care in Georgia
Direct selling remains a vital channel in skin care
Internet retailing remains negligible

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2013-2018
Table 105 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 106 NBO Company Shares of Skin Care: % Value 2014-2018
Table 107 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 109 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Georgia

HEADLINES

PROSPECTS

Sun care sees faster value growth than volume growth
Growth in tourism has a positive effect on sun care
Growing awareness and availability will continue to fuel growth

COMPETITIVE LANDSCAPE

Beiersdorf leads sun care in Georgia
Baby and child-specific sun care is on the rise
Direct selling is the most popular distribution channel

CATEGORY DATA

Table 111 Sales of Sun Care by Category: Value 2013-2018
Table 112 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 113 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 114 NBO Company Shares of Sun Care: % Value 2014-2018
Table 115 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 117 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 119 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023