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Bottled Water in Georgia
December 2021
2021 DEVELOPMENTS
New launches challenge the assumption that bottled water has reached maturity
Over the review period, it was though that carbonated bottled water was reaching maturity due to decelerating volume growth rates. However, IDS Borjomi added a sparkling variant to its Bakuriani brand to further stretch the prospects of the category.
Currency devaluation leads to higher unit prices
Bottled water saw a significant growth in average unit prices in 2020. This was caused by the devaluation of the Georgian local currency.
On-trade closures cause massive declines in bottled water consumption
In 2020, carbonated, flavoured and still bottled water all saw their on-trade volume sales half as the widespread closures of foodservice outlets and the lack of tourists in the country drastically reduced demand. Carbonated water suffered the greatest losses, from a slightly larger base than still spring bottled water and will also see a smaller recovery in 2021.
PROSPECTS AND OPPORTUNITIES
Coca-Cola Bottlers Georgia to boost competition in bottled water
Whilst Coca-Cola Bottlers has had presence in bottled water in Georgia throughout the review period, it only launched its own locally produced bottled water brand Mtis in 2020. This brand will see its share double by the end of 2021 and is likely to continue gaining share throughout the forecast period.
Borjomi to begin e-commerce sales of its bottled water brands
IDS Borjomi Georgia can expect to maintain its leadership of bottled water throughout the forecast period despite seeing decreasing share during the pandemic. The company remains well ahead of second ranked player Healthy Water JSC and has the resources to press ahead with brand development.
Returning tourists to help still spring bottled water to return to growth
The return of foreign tourists to Georgia is anticipated to contribute to the growth of still spring bottled water over the forecast period as this is a key consumer group for this type of product. The recovery of the category is directly related to the COVID-19 crisis and will depend on global measures and vaccination rates.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bottled Water industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bottled Water in Georgia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Bottled Water in Georgia?
To what extent are health considerations impacting consumption of Bottled Water in Georgia?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Bottled Water in Georgia?
Which are the leading brands in Bottled Water in Georgia?
What potential exists for multinational or domestic soft drinks companies to expand in Georgia?
How are products distributed in Bottled Water in Georgia?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Bottled Water?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Bottled Water in Georgia - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
New launches challenge the assumption that bottled water has reached maturity
Currency devaluation leads to higher unit prices
On-trade closures cause massive declines in bottled water consumption
PROSPECTS AND OPPORTUNITIES
Coca-Cola Bottlers Georgia to boost competition in bottled water
Borjomi to begin e-commerce sales of its bottled water brands
Returning tourists to help still spring bottled water to return to growth
CATEGORY DATA
Table 1 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 2 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 3 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 4 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 6 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 7 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 8 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 10 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 11 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Soft Drinks in Georgia - Industry Overview
EXECUTIVE SUMMARY
Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 23 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 31 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 32 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 37 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 38 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 39 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 40 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 41 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 42 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Bottled Water
Carbonated Natural Mineral Bottled Water
Carbonated Spring Bottled Water
Carbonated Purified Bottled Water
Still Flavoured Bottled Water
Sparkling Flavoured Bottled Water
Functional Bottled Water
Still Natural Mineral Bottled Water
Still Spring Bottled Water
Still Purified Bottled Water
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water.
Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water.
Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.