Consumer Health in Georgia

Consumer Health in Georgia

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Penetration of Private Label by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

Summary 1 OTC: Switches 2019-2020

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Georgia

KEY DATA FINDINGS

2020 IMPACT

Increased self-medication behind growing demand for analgesics as dental clinics close and consumers avoid hospitals

Fastum Gel leads topical analgesics with strong promotional activity and word of mouth recommendations counting in its favour

Low prices and advertising prove key to success as Aversi and Ketonal retain strong presence in analgesics

RECOVERY AND OPPORTUNITIES

Ibuprofen and Ketoprofen are seen as a safer option than Acetaminophen

Paediatric analgesics will lead growth in analgesics as it gains momentum

Rising tourism and increased interest in evolving categories to drive analgesic sales over the forecast period

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

Cough, Cold and Allergy (Hay Fever) Remedies in Georgia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 symptoms similar to seasonal colds drive value sales of cough, cold and allergy (hay fever) remedies

Local companies benefit from low prices and distribution

GSK continues to lead thanks to wide portfolio despite sale of Coldrex to STADA

RECOVERY AND OPPORTUNITIES

Products aimed at children expected to drive growth in cough, cold and allergy (hay fever) remedies

Inhalant decongestants continue to perform well as consumers learn about product ranges

Changing economic and urban landscapes in Georgia will lead to further changes in the category

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Georgia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to drop in demand as Georgian restaurants close

Menarini and Sanofi battle for lead as local producers struggle to succeed against strong international presence

Product bans lead to switches in 2020 following bans in other European countries

RECOVERY AND OPPORTUNITIES

Increasing awareness of health and wellness to drive growth in probiotic products

Gastro-tourism and the appeal of rich, traditional Georgian cuisine is expected to boost volume sales in the forecast period

Underdeveloped paediatric digestive remedies is set to develop, albeit from a low sales base

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Georgia

KEY DATA FINDINGS

2020 IMPACT

Hair loss treatments continues to grow despite reduction in consumers’ disposable incomes

Nizhpharm to dominate dermatologicals as Laboratoire Innotech International leads vaginal antifungals

Local player Turmanidze enjoys comfortable position through stable and loyal consumer base

RECOVERY AND OPPORTUNITIES

Topical antifungals to drive growth in the category as antiparasitics/lice (head and body) treatments grow from very low base

Hair loss treatments benefits from increased consumer awareness

Change in distribution channels set to drive growth of smaller categories

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

Wound Care in Georgia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has negative effect on sales in wound care as customers are stuck indoors

Betasan AS leads category thanks to strong distribution

Pandemic could drive growth of local producers as transport becomes more difficult

RECOVERY AND OPPORTUNITIES

Tourism to boost sales in wound care as car inspections could lead to uptake in first aid kits sales

Price will remain a key factor in wound care as consumers seek cheap and basic products

Unbranded Chinese products could lead to further price reductions

CATEGORY DATA

Table 36 Sales of Wound Care by Category: Value 2015-2020
Table 37 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 38 NBO Company Shares of Wound Care: % Value 2016-2020
Table 39 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 40 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Georgia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 set to impede growth of category as consumers forced to be thriftier in the face of economic uncertainty

Brand loyalty a key factor in multivitamins as product area remains competitive

Sopharma AD leads single vitamins as consumers look for cheaper options

RECOVERY AND OPPORTUNITIES

Surge in demand for Vitamin D caused by COVID-19 could lead to continued growth

Other single vitamins shows high growth rate but will have little effect on the category as a whole

Vitamins set to grow due to stress and rise in disposable income following COVID-19 outbreak

CATEGORY DATA

Table 42 Sales of Vitamins by Category: Value 2015-2020
Table 43 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 44 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 45 NBO Company Shares of Vitamins: % Value 2016-2020
Table 46 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 47 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Georgia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 to disrupt growth in dietary supplements as consumers tighten their purse strings

GM pharmaceuticals to lead the local presence in the category as international player Krka dd Novo Mesto retains position as overall leader

Co-enzyme Q10 to lead fragmented category thanks to older consumers

RECOVERY AND OPPORTUNITIES

Performance of dietary supplements set to improve as population of over 50s in Georgia grows

Dietary supplements expected to expand through e-commerce

Success of Laboratoires Vitarmonyl to drive sales of fish oils

CATEGORY DATA

Table 49 Sales of Dietary Supplements by Category: Value 2015-2020
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 51 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 52 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Georgia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 to constrain growth in weight management and wellbeing

Regency Teas Ltd leads slimming teas as local players retain position in category

Oriflame and Faberlic maintain regular and stable presence in category

RECOVERY AND OPPORTUNITIES

Weight loss supplements remain main generator of revenue due to limited awareness

Direct selling grows as a distribution channel in weight management and wellbeing

Negative perceptions of category restrict growth, although changing lifestyles leave room for development

CATEGORY DATA

Table 56 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Georgia

KEY DATA FINDINGS

2020 IMPACT

Gym closures leads to poorer performance of a still developing category

New products introduced to already fragmented category, challenging more established players

Leader Trec Nutrition benefits from advertising and positioning in pharmacies and gyms

RECOVERY AND OPPORTUNITIES

Healthier lifestyles and wider product availability support further dynamic growth in 2019

Convenience trend to drive sales of single use protein products

E-commerce continues to grow thanks to young target consumers

CATEGORY DATA

Table 62 Sales of Sports Nutrition by Category: Value 2015-2020
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 64 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Georgia

KEY DATA FINDINGS

2020 IMPACT

Herbal/traditional dermatologicals worst hit by COVID-19

GMP to lead category as local producers compete with more expensive imported options

International companies dominate herbal/traditional cough, cold and allergy (hay fever) remedies and herbal/traditional digestive remedies

RECOVERY AND OPPORTUNITIES

Herbal/traditional products is expected to expand despite effects of COVID-19

Low unit prices will continue to characterise the expanding category

Sales of herbal/traditional cough, cold and allergy (hay fever) remedies boosted by environmental issues

CATEGORY DATA

Table 68 Sales of Herbal/Traditional Products: Value 2015-2020
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025

Paediatric Consumer Health in Georgia

KEY DATA FINDINGS

2020 IMPACT

GSK and Takeda set to remain leading players in paediatric consumer health

Teva Pharmaceutical Industries Ltd strengthens its position as category continues to evolve

Local producers GM and Aversi Rationale set to enter the mix

RECOVERY AND OPPORTUNITIES

Paediatric diarrhoeal remedies will see the highest growth, whilst paediatric vitamins and dietary supplements remains the key generator of sales

Paediatric vitamins and dietary supplements set to evolve, including formats that are more appealing to children

Underdeveloped paediatric consumer health set to develop, increasing competition amongst producers and channels

CATEGORY DATA

Table 74 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 77 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 78 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

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