Carbonates in Georgia

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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