Bottled Water in Georgia

PROSPECTS

Booming tourism and health and wellness trend support growth

The number of foreign visitors to Georgia increased steadily over the review period, with improving infrastructure and further advertising abroad expected to maintain incoming tourist growth over the forecast period. Combined with the hot Georgian climate in the summer, this will further fuel the development of bottled water.

Stagnating interest in larger and bulk water formats

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

Strong competition limits price growth in carbonated bottled water

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

COMPETITIVE LANDSCAPE

IDS Borjomi Georgia benefits from strong trust and widespread portfolio

Carbonated bottled water has been available in Georgia for almost 100 years, with Borjomi carbonated bottled water from IDS Borjomi Georgia being the first to launch such a product. While Borjomi no longer leads brand sales in bottled water, strong awareness and trust in its quality have supported the expansion of other brands, making the company’s product portfolio the widest on offer.

Nabeglavi from Healthy Water leads brand sales

Although IDS Borjomi Georgia leads overall bottled water sales, the most popular brand in current value terms in the category is Nabeglavi carbonated bottled water by Healthy Water. Initially positioned as a cheaper brand, Nabeglavi managed to gain popularity within a category where competition remains quite limited.

Competition from smaller players remains limited

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

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