Bottled Water in Georgia

PROSPECTS

Tourists maintain the growth of bottled water

The number of foreign visitors to the country increased steadily in the review period, and the improving infrastructure and further advertising abroad are expected to maintain growth in incoming tourists in the forecast period. This, combined with the hot Georgian climate in the summer, will lead to the further development of bottled water in the forecast period.

No growth expected for bulk water or packages over 1.5 litres

The most popular packaging for bottled water is sizes up to 1.5 litres.

Strong competition in carbonated bottled water

Carbonated bottled water is a well-established and long-established category within bottled water, which reached maturity at the beginning of the review period. However, it remains the battlefield of two major players in bottled water in the country, IDS Borjomi Georgia and Healthy Water.

COMPETITIVE LANDSCAPE

IDS Borjomi Georgia remains the leader in bottled water

Carbonated bottled water has been present in Georgia for almost 100 years. Borjomi carbonated bottled water from IDS Borjomi Georgia was the first to launch such a product.

Nabeglavi from Healthy Water leads in brand terms

In terms of brand rivalry, IDS Borjomi Georgia does not have the leading brand in overall bottled water, with the leading position in off-trade value terms held by its major competitor, Nabeglavi carbonated bottled water by Healthy Water. Initially positioned as a cheaper brand, Nabeglavi managed to gain popularity within a category quite poor in terms of competition.

No minor company has yet managed to be successful

In the review period, bottled water in Georgia continued to be dominated by the same brands, with no new launches reaching a leading position. Georgian consumers show quite strong loyalty to the leading brands and avoid switching to lesser-known brands.

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