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Carbonates in
Georgia

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Growth is expected due to low health awareness amongst Georgians

Sugar is not seen as harmful by most Georgians; therefore, excessive intake of sugarised products, including carbonates, is frequently seen. Carbonates benefited from this in the review period, and is expected to continue to benefit from the habits of Georgian consumers over the forecast period.

Unit prices are expected to remain stable thanks to healthy competition

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 situation, the major players tend to keep unit prices stable.

Tourism strongly affects sales of carbonates

The number of tourists is expected to continue to increase in Georgia in the forecast period. The number of visitors already exceeded the local population in 2017.

COMPETITIVE LANDSCAPE
Coca-Cola Bottlers Georgia remains the leader in carbonates

Coca-Cola Bottlers Georgia was one of the first Western companies to enter post-Soviet Georgia in the early 1990s. From that time its brand awareness increased strongly, and by the review period its popularity was high, leading carbonates in off-trade value terms throughout the review period.

Non-cola carbonates is led by Efes Georgia Lomisi

Efes Georgia Lomisi, a subsidiary of Efes Breweries International, led off-trade value sales of non-cola carbonates in 2018. The locally-founded brand Natakhtari, produced by the company, is the most popular brand in non-cola carbonates amongst Georgian consumers; it is perceived as a healthier alternative to cola carbonates, and many people find it suitable for consuming with traditional Georgian dishes.

Newcomers see potential in carbonates

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

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Carbonates in Georgia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates 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 Carbonates industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates 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 Carbonates in Georgia?
  • What are the major brands in Georgia?
  • Who are the key consumers of carbonates in Georgia?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

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

This industry report originates from Passport, our Soft Drinks market research database.

Carbonates in Georgia - Category analysis

HEADLINES

PROSPECTS

Growth is expected due to low health awareness amongst Georgians
Unit prices are expected to remain stable thanks to healthy competition
Tourism strongly affects sales of carbonates

COMPETITIVE LANDSCAPE

Coca-Cola Bottlers Georgia remains the leader in carbonates
Non-cola carbonates is led by Efes Georgia Lomisi
Newcomers see potential in carbonates

CATEGORY DATA

Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 5 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 6 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 9 Sales of Carbonates by Total Fountain On-trade: Volume 2013-2018
Table 10 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2013-2018
Table 11 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 13 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 14 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 20 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023

Soft Drinks in Georgia - Industry Overview

EXECUTIVE SUMMARY

Soft drinks is far from maturity in Georgia in 2018
Growth in visitor numbers supports the rise of soft drinks in Georgia
The dominance of international players continues
Consumers show enthusiasm for innovations with soft drinks
Soft drinks set to see further significant growth in the forecast period

MARKET DATA

Table 21 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 25 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 27 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 29 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 31 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 32 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 33 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 34 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 35 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 36 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 37 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 38 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 39 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 40 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 46 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 47 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 48 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 49 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 50 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources