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.
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.
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 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.
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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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.
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This industry report originates from Passport, our Beauty and Personal Care market research database.