Country Report

Butter and Margarine in

Butter and Margarine in Georgia

Sep 2017

US$990

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Executive Summary

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TRENDS

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.

COMPETITIVE LANDSCAPE

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.

PROSPECTS

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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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 Butter and Margarine 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 Butter and Margarine industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine 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 Butter and Margarine in Georgia?
What are the major brands in Georgia?
Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
What are the sales prospects for “healthy” cooking oils?
Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?

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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Country Report

Butter and Margarine in Georgia

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Executive Summary

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TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

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Overview

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