Carbonates in Georgia

PROSPECTS

Low consumer health awareness boosts sales of traditional carbonates

Sugar is not seen as harmful by most Georgians, with excessive intake of sugarised products thus being common. Carbonates is expected to continue to benefit from this situation over the forecast period, with both non-cola and cola carbonates remaining popular among consumers.

Rising import costs put upwards pressure on unit prices

Overall, in carbonates there is strong competition between non-cola carbonates and cola carbonates, and also between the companies within each category. In this highly competitive environment, the major players tend to keep unit prices stable.

Booming visitor numbers boost demand for carbonates

The number of tourists is expected to continue to increase in Georgia over the forecast period, with the number of annual visitors already exceeding the local population. Most tourists are Russians, Ukrainians, Azerbaijanis and Armenians, who are not known for strong health awareness.

COMPETITIVE LANDSCAPE

Strong reputation and availability key to Coca-Cola’s success

Coca-Cola Bottlers Georgia was one of the first Western companies to enter post-Soviet Georgia in the early 1990s. From that time, awareness increased strongly, with the brand leading carbonates throughout the review period.

Natakhtari continues to benefit from catering to local preferences

Efes Georgia Lomisi, a subsidiary of Efes Breweries International, continues to lead off-trade non-cola carbonates value sales. The company’s locally-founded Natakhtari brand leads sales and is perceived as a healthier alternative to cola carbonates, with many people finding it suitable for consuming with traditional Georgian dishes.

Strong potential attracting new players

Despite the dominance of just a few companies, such as Coca-Cola Bottlers Georgia, Efes Georgia Lomisi, Iberia Refreshments and Kartuli Ludis Ko, there have still been some recent new launches within carbonates. Berika non-cola carbonates were recently launched by Global Beer Georgia, seeing relatively low promotion compared with leading players in the category.

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