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Learn moreSep 2017
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The trust from Georgian consumers towards locally manufactured butter and margarine remained high at the end of the review period. In addition, the lower prices compared to imported alternatives strengthened sentiment towards Georgian brands. In 2016 and 2017, another factor was added; the devalued Georgian lari meant that local manufacturing was more in demand; and all of the mentioned factors helped to maintain the share of Georgian producers in butter and margarine in 2017.
In 2017, current value sales of butter and margarine were led by Valio Oy with its butter under the Valio brand and Georgian manufacturer IP Kakhaber Mekyoshvili with butter called Shatili. Valio is a well-known brand in Georgia with a long-term presence and is associated with high quality. Consumers with higher than average incomes often choose Valio for their children. Shatili is a cheaper local brand that has a very strong distribution and long-term presence. It also enjoys the trust of consumers.
Butter and margarine is predicted to record lower growth over the forecast period with a value CAGR of 2% at constant 2017 prices, compared to the review period value CAGR of 3% at constant 2017 prices. The category has already approached maturity. The growth of the review period was partly the result of the waves of devaluation that took place. If this issue does not arise over the forecast period, the development of butter and margarine in Georgia will occur at a slower pace. As butter is a fairly basic product to Georgian consumers, there are no evident threats to its growth.
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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Georgia with research from Euromonitor's team of in-country analysts.
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