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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Georgia

90 pages, May 2018

US$2,650

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Executive Summary

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Factors contributing to positivity of beauty and personal care in Georgia

Beauty and personal care in Georgia continued to grow in 2017. Modern grocery retailers expanded quite dramatically, intensifying the competition between store-based channels and direct selling.

Stability of currency rate benefits premium products

By the end of 2014, the Georgian lari faced a strong wave of devaluation against the US dollar and the euro. Since then, dramatic fluctuations and further devaluation of currency have been taking place.

Three distinct leaders of beauty and personal care in 2017

The Procter & Gamble Co, L’Oréal Groupe and Avon Georgia held substantial combined value share of overall beauty and personal care in Georgia in 2017, to rank as the leading three players. They own the most well-established brands within beauty and personal care.

Returning popularity of premium products due to new development

As 2017 brought some changing shopping patterns to Georgian beauty and personal care, new product developments are also expected to change in character. With the livelier performance of premium products, companies, including direct sellers, are expected to become increasingly active in higher-priced segments.

Forecast period expected to bring continued growth

Growth is expected to continue to be seen over the forecast period. The review period was quite strongly affected by devalued local currency, which discouraged local consumers from purchasing premium products and forced them to reduce their spending on overall beauty and personal care.

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

Overview

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.

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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:

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

Factors contributing to positivity of beauty and personal care in Georgia

Stability of currency rate benefits premium products

Three distinct leaders of beauty and personal care in 2017

Returning popularity of premium products due to new development

Forecast period expected to bring continued growth

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Georgia

HEADLINES

PROSPECTS

Baby and child-specific products expected to continue stable growth over forecast period

Expansion of modern grocery retailers and chained pharmacies increases awareness of baby and child-specific products

Increasing interest in other baby and child-specific products

COMPETITIVE LANDSCAPE

Johnson’s Baby by Johnson & Johnson tightly pursued by Bübchen

Presence of direct sellers is marginal

No significant presence of premium brands

CATEGORY DATA

Table 10 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 15 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Georgia

HEADLINES

PROSPECTS

Evolution of grocery retailing expected to aid growth of smaller areas in category

Increasing competition to also affect prices

Intimate hygiene will be best performer of forecast period

COMPETITIVE LANDSCAPE

Colgate-Palmolive retains leadership

Different positioning by second-ranked Unilever

Local producers unable to gain position in bath and shower

CATEGORY DATA

Table 20 Sales of Bath and Shower by Category: Value 2012-2017
Table 21 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 23 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 24 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 26 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Georgia

HEADLINES

PROSPECTS

Colour cosmetics expected to see lower growth over the forecast period

Minor categories expected to continue emerging

Competition between direct sellers and store-based retailers to maintain price stability

COMPETITIVE LANDSCAPE

Regardless of strong competition, L’Oréal Groupe remains leader

Strong direct sellers

Positive outlook for premium products

CATEGORY DATA

Table 29 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 31 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 32 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 33 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 34 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 35 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 36 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 37 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Georgia

HEADLINES

PROSPECTS

Hot climate helps maintain growth and further development

Probable obstacle to growth

Unit prices expected to be stable over forecast period unless devaluation reappears

COMPETITIVE LANDSCAPE

Wide portfolio sustains leadership

Regardless of narrow targeting, Beiersdorf’s Nivea ranks second in brands

Emerging modern formats of store-based retailing compete with direct sellers

CATEGORY DATA

Table 38 Sales of Deodorants by Category: Value 2012-2017
Table 39 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 40 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 41 NBO Company Shares of Deodorants: % Value 2013-2017
Table 42 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 43 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 44 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 45 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 46 Forecast Sales of Deodorants by Premium vs Mass: % Value 2017-2022

Depilatories in Georgia

HEADLINES

PROSPECTS

Maturity for women’s razors and blades is expected

Women’s pre-shave expected to continue with steady growth

Salons expected to contribute to decreasing value sales growth over forecast period

COMPETITIVE LANDSCAPE

The Procter & Gamble Co remains firm leader of depilatories in 2017

Sté Bic SA is strongest rival to leader

Stronger presence of direct sellers in hair removers/bleaches

CATEGORY DATA

Table 47 Sales of Depilatories by Category: Value 2012-2017
Table 48 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 49 NBO Company Shares of Depilatories: % Value 2013-2017
Table 50 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 51 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 52 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Georgia

HEADLINES

PROSPECTS

Premium men’s fragrances prospers from changing consumer behaviour

Fragrances sets/kits will continue to emerge over the forecast period

Dark days ahead for unisex fragrances

COMPETITIVE LANDSCAPE

Coty Inc manages a wide product portfolio

Direct sellers hold strong positions in fragrances

Oriflame Georgia another strong direct seller in fragrances

CATEGORY DATA

Table 53 Sales of Fragrances by Category: Value 2012-2017
Table 54 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 55 NBO Company Shares of Fragrances: % Value 2013-2017
Table 56 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 57 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 58 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 59 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 60 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Georgia

HEADLINES

PROSPECTS

Salon professional hair care expected to grow stronger as hair care habits change

Hair loss treatments to slow down due to increasing popularity of hair transplants

Standard shampoos expected to remain the fastest performer over forecast period

COMPETITIVE LANDSCAPE

The Procter & Gamble Co retains leadership of mature category

Poor performance of direct sellers

Local producers struggle

CATEGORY DATA

Table 61 Sales of Hair Care by Category: Value 2012-2017
Table 62 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 63 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 64 NBO Company Shares of Hair Care: % Value 2013-2017
Table 65 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 66 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 67 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 68 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 69 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 70 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 71 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Georgia

HEADLINES

PROSPECTS

Forecast period growth predicted to be lower than the review period

Emerging growth expected for limited mass beauty and personal care categories

Mass sets/kits continues to offer potential growth for forecast period

COMPETITIVE LANDSCAPE

Three leaders of mass beauty and personal care

Direct sellers are stable players within mass beauty and personal care

No space left for local producers

CATEGORY DATA

Table 72 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 73 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 74 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 75 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 76 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 77 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Georgia

HEADLINES

PROSPECTS

Men’s shaving is strongly influenced by devaluation of local currency

Premium men’s bath and shower will be strongest performer over forecast period

Men’s skin care expected to be another strong performer

COMPETITIVE LANDSCAPE

Strong brand awareness helps The Procter & Gamble Co to maintain leadership

Narrow positioning but strong second position for Bic by Sté Bic SA

Lack of interest in direct sellers

CATEGORY DATA

Table 78 Sales of Men’s Grooming by Category: Value 2012-2017
Table 79 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 80 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 81 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2017
Table 82 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 83 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 84 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 85 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 86 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Georgia

HEADLINES

PROSPECTS

Denture care expected to continue to see strong value growth over the forecast period

Growth of toothpaste is affected by devalued local currency

Power toothbrushes expected to benefit from increasing availability

COMPETITIVE LANDSCAPE

Stable leadership for Colgate-Palmolive over the review period

GBO Unilever displays dynamic growth

Dr Theiss Naturwaren GmbH records promising growth

CATEGORY DATA

Table 87 Sales of Oral Care by Category: Value 2012-2017
Table 88 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 89 Sales of Toothbrushes by Category: Value 2012-2017
Table 90 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 91 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 92 NBO Company Shares of Oral Care: % Value 2013-2017
Table 93 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 94 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 95 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 96 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 97 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Georgia

HEADLINES

PROSPECTS

Premium fragrances to be major generator of premium sales

Consumers recover after devaluation shock

Forecast period outlook is improvement on review period

COMPETITIVE LANDSCAPE

Fragrances is basis for premium beauty and personal care leaders

Share of others remains stable in 2017

CATEGORY DATA

Table 98 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 99 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 100 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 101 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 102 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 103 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Georgia

HEADLINES

PROSPECTS

Skin care becoming essential product to Georgian consumers

Body care to see biggest improvement in terms of forecast period

Anti-agers is stable and remains unaffected by outside factors

COMPETITIVE LANDSCAPE

Leaders succeed with wide portfolio positioning

Direct sellers hold strong positions within skin care

High share of “others” might indicate chances of further consolidation of skin care

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2012-2017
Table 105 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 106 NBO Company Shares of Skin Care: % Value 2013-2017
Table 107 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 109 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Georgia

HEADLINES

PROSPECTS

Sun protection expected to remain the leading category

Seasonality of using sun care is expected to expand over forecast period

Devaluation affects sun care but low price elasticity is demonstrated

COMPETITIVE LANDSCAPE

Beiersdorf AG remains strong leader of sun care

Development of baby and child-specific sun care may bring changes in share structure

Minor brands tend to disappear

CATEGORY DATA

Table 111 Sales of Sun Care by Category: Value 2012-2017
Table 112 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 113 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 114 NBO Company Shares of Sun Care: % Value 2013-2017
Table 115 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 117 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 119 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Georgia

New Report Guarantee

Executive Summary

New Report Guarantee

Factors contributing to positivity of beauty and personal care in Georgia

Stability of currency rate benefits premium products

Three distinct leaders of beauty and personal care in 2017

Returning popularity of premium products due to new development

Forecast period expected to bring continued growth

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Beauty and Personal Care in Georgia

EXECUTIVE SUMMARY

Factors contributing to positivity of beauty and personal care in Georgia

Stability of currency rate benefits premium products

Three distinct leaders of beauty and personal care in 2017

Returning popularity of premium products due to new development

Forecast period expected to bring continued growth

MARKET DATA

SOURCES

Baby and Child-Specific Products in Georgia

HEADLINES

PROSPECTS

Baby and child-specific products expected to continue stable growth over forecast period

Expansion of modern grocery retailers and chained pharmacies increases awareness of baby and child-specific products

Increasing interest in other baby and child-specific products

COMPETITIVE LANDSCAPE

Johnson’s Baby by Johnson & Johnson tightly pursued by Bübchen

Presence of direct sellers is marginal

No significant presence of premium brands

CATEGORY DATA

Bath and Shower in Georgia

HEADLINES

PROSPECTS

Evolution of grocery retailing expected to aid growth of smaller areas in category

Increasing competition to also affect prices

Intimate hygiene will be best performer of forecast period

COMPETITIVE LANDSCAPE

Colgate-Palmolive retains leadership

Different positioning by second-ranked Unilever

Local producers unable to gain position in bath and shower

CATEGORY DATA

Colour Cosmetics in Georgia

HEADLINES

PROSPECTS

Colour cosmetics expected to see lower growth over the forecast period

Minor categories expected to continue emerging

Competition between direct sellers and store-based retailers to maintain price stability

COMPETITIVE LANDSCAPE

Regardless of strong competition, L’Oréal Groupe remains leader

Strong direct sellers

Positive outlook for premium products

CATEGORY DATA

Deodorants in Georgia

HEADLINES

PROSPECTS

Hot climate helps maintain growth and further development

Probable obstacle to growth

Unit prices expected to be stable over forecast period unless devaluation reappears

COMPETITIVE LANDSCAPE

Wide portfolio sustains leadership

Regardless of narrow targeting, Beiersdorf’s Nivea ranks second in brands

Emerging modern formats of store-based retailing compete with direct sellers

CATEGORY DATA

Depilatories in Georgia

HEADLINES

PROSPECTS

Maturity for women’s razors and blades is expected

Women’s pre-shave expected to continue with steady growth

Salons expected to contribute to decreasing value sales growth over forecast period

COMPETITIVE LANDSCAPE

The Procter & Gamble Co remains firm leader of depilatories in 2017

Sté Bic SA is strongest rival to leader

Stronger presence of direct sellers in hair removers/bleaches