Consumer Health in Georgia

Consumer Health in Georgia

EXECUTIVE SUMMARY

Changes in consumer lifestyle drive growth of consumer health

Relative stabilisation of Georgian currency brings strong value growth

Local manufacturers slowly but steadily manage to expand sales share

Emerging areas of consumer health support variety of distribution channels

Consumer health is expected to maintain positive growth

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 2 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2013-2018
Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 7 Distribution of Consumer Health by Format: % Value 2013-2018
Table 8 Distribution of Consumer Health by Format and Category: % Value 2018
Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Georgia

HEADLINES

PROSPECTS

Changing consumer habits support faster expansion of paediatric analgesics

Acetaminophen matures

Three categories expected to be the best performers in the forecast period

COMPETITIVE LANDSCAPE

Ketonal remains the leading brand in analgesics

Leading brands maintain positioning

Wide portfolios bring companies leading positions

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2013-2018
Table 12 Sales of Analgesics by Category: % Value Growth 2013-2018
Table 13 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2013-2018
Table 14 NBO Company Shares of Analgesics: % Value 2014-2018
Table 15 LBN Brand Shares of Analgesics: % Value 2015-2018
Table 16 Forecast Sales of Analgesics by Category: Value 2018-2023
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

Value growth of category is expected to be faster in forecast than review period

Antihistamines and cough remedies benefit from worsening pollution

Cold remedies faces competition from analgesics

COMPETITIVE LANDSCAPE

GlaxoSmithKline Plc remains leading GBO

Angelini Group GBO is second in the category

Presence of local manufacturer is quite noticeable

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2018
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2018
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023

Dermatologicals in Georgia

HEADLINES

PROSPECTS

Hair loss treatments and medicated shampoos remain small with growth potential

Stigma supports the growth of haemorrhoid treatments

Change in distribution channels set to support growth of smaller categories

COMPETITIVE LANDSCAPE

Local production plays important role in dermatologicals in Georgia

Leading GBO STADA Arzneimittel AG conditioned by wide product portfolio

CATEGORY DATA

Table 24 Sales of Dermatologicals by Category: Value 2013-2018
Table 25 Sales of Dermatologicals by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Dermatologicals: % Value 2014-2018
Table 27 LBN Brand Shares of Dermatologicals: % Value 2015-2018
Table 28 Forecast Sales of Dermatologicals by Category: Value 2018-2023
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2018-2023

Dietary Supplements in Georgia

HEADLINES

PROSPECTS

Dietary supplements for bone health is expected to maintain sales lead

Herbal/traditional dietary supplements is small but set to expand faster than non-herbal

Competition between pharmacy chains supports development of category

COMPETITIVE LANDSCAPE

Promotion helps increase sales of companies but also develops entire categories

Heart disease is a serious problem among the Georgian population

Calcium supplements follows positive trend

CATEGORY DATA

Table 30 Sales of Dietary Supplements by Category: Value 2013-2018
Table 31 Sales of Dietary Supplements by Category: % Value Growth 2013-2018
Table 32 Sales of Dietary Supplements by Positioning: % Value 2013-2018
Table 33 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018
Table 34 NBO Company Shares of Dietary Supplements: % Value 2014-2018
Table 35 LBN Brand Shares of Dietary Supplements: % Value 2015-2018
Table 36 Forecast Sales of Dietary Supplements by Category: Value 2018-2023
Table 37 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

Digestive Remedies in Georgia

HEADLINES

PROSPECTS

Eating habits in Georgia maintain growth of digestive remedies

Tourism could have positive impact on sales

Paediatric digestive remedies continues its growth albeit from a low sales base

COMPETITIVE LANDSCAPE

Sanofi maintains its key position

Menarini Group supports leadership through strong advertising

High share of “others” could indicate entry of new players in the forecast period

CATEGORY DATA

Table 38 Sales of Digestive Remedies by Category: Value 2013-2018
Table 39 Sales of Digestive Remedies by Category: % Value Growth 2013-2018
Table 40 NBO Company Shares of Digestive Remedies: % Value 2014-2018
Table 41 LBN Brand Shares of Digestive Remedies: % Value 2015-2018
Table 42 Forecast Sales of Digestive Remedies by Category: Value 2018-2023
Table 43 Forecast Sales of Digestive Remedies by Category: % Value Growth 2018-2023

Herbal/Traditional Products in Georgia

HEADLINES

PROSPECTS

Environmental issues influence performance of herbal/traditional cough, cold and allergy (hay fever) remedies

Herbal/traditional topical analgesics remains one of the least developed categories

Faster growth is expected in the forecast period

COMPETITIVE LANDSCAPE

Local producers fare well in the category

Herbal/traditional products is one of the few categories with private label presence

Sales of herbal topical analgesics are generated mainly by local players

CATEGORY DATA

Table 44 Sales of Herbal/Traditional Products: Value 2013-2018
Table 45 Sales of Herbal/Traditional Products: % Value Growth 2013-2018
Table 46 NBO Company Shares of Herbal/Traditional Products: % Value 2014-2018
Table 47 LBN Brand Shares of Herbal/Traditional Products: % Value 2015-2018
Table 48 Forecast Sales of Herbal/Traditional Products: Value 2018-2023
Table 49 Forecast Sales of Herbal/Traditional Products: % Value Growth 2018-2023

Paediatric Consumer Health in Georgia

HEADLINES

PROSPECTS

Growing awareness supports overall performance of paediatric consumer health

Paediatric vitamins and dietary supplements remains key generator of value sales

COMPETITIVE LANDSCAPE

Pfizer Inc GBO declines due to consumers looking for cheaper alternatives

High brand loyalty makes it hard for minor players to gain ground

CATEGORY DATA

Table 50 Sales of Paediatric Consumer Health by Category: Value 2013-2018
Table 51 Sales of Paediatric Consumer Health by Category: % Value Growth 2013-2018
Table 52 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2018
Table 53 Forecast Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 54 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023

Sports Nutrition in Georgia

HEADLINES

PROSPECTS

Healthier lifestyles and increasing number of gyms support growth

Sports nutrition sees growth via other distribution channels too

Sports protein bars also appeals to consumers not involved in sporting activity

COMPETITIVE LANDSCAPE

Trec Nutrition Sp zoo leads sales but share decreases

Fragmentation in sports nutrition increases

Emerging sports protein bars might change player positioning

CATEGORY DATA

Table 55 Sales of Sports Nutrition by Category: Value 2013-2018
Table 56 Sales of Sports Nutrition by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Sports Nutrition: % Value 2014-2018
Table 58 LBN Brand Shares of Sports Nutrition: % Value 2015-2018
Table 59 Forecast Sales of Sports Nutrition by Category: Value 2018-2023
Table 60 Forecast Sales of Sports Nutrition by Category: % Value Growth 2018-2023

Vitamins in Georgia

HEADLINES

PROSPECTS

Vitamin D is expected to remain small in the forecast period

Vitamin C is perceived as a natural way of fighting cold and a prophylactic measure

Paediatric vitamins faces dramatic growth prospects

COMPETITIVE LANDSCAPE

Takeda Pharmaceutical holds leading position despite narrow product portfolio

Krka dd Novo Mesto rivals leader but has different strategy

Multivitamins has distinct leaders while single vitamins is fragmented

CATEGORY DATA

Table 61 Sales of Vitamins by Category: Value 2013-2018
Table 62 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 63 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 64 NBO Company Shares of Vitamins: % Value 2014-2018
Table 65 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 66 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Weight Management and Wellbeing in Georgia

HEADLINES

PROSPECTS

Weight loss supplements and slimming teas remain only existing categories

Negative perceptions are expected to remain among consumers

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

COMPETITIVE LANDSCAPE

Ajanta Pharma leads value sales in 2018

Local player ranks second

Faberlic Georgia and Oriflame Georgia generate sales as direct sellers

CATEGORY DATA

Table 68 Sales of Weight Management and Wellbeing by Category: Value 2013-2018
Table 69 Sales of Weight Management and Wellbeing by Category: % Value Growth 2013-2018
Table 70 NBO Company Shares of Weight Management and Wellbeing: % Value 2014-2018
Table 71 LBN Brand Shares of Weight Management and Wellbeing: % Value 2015-2018
Table 72 Forecast Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 73 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023

Wound Care in Georgia

HEADLINES

PROSPECTS

Introduction of mandatory car inspections may trigger appearance of first aid kids

Pharmacies faces competition from modern grocery retailers

Wound care still lacks product and packaging sophistication

COMPETITIVE LANDSCAPE

Betasan AS registers continued success

Ukrvata TOV is second after significant gap

Changes in sales share expected if first aid kits category appears

CATEGORY DATA

Table 74 Sales of Wound Care by Category: Value 2013-2018
Table 75 Sales of Wound Care by Category: % Value Growth 2013-2018
Table 76 NBO Company Shares of Wound Care: % Value 2014-2018
Table 77 LBN Brand Shares of Wound Care: % Value 2015-2018
Table 78 Forecast Sales of Wound Care by Category: Value 2018-2023
Table 79 Forecast Sales of Wound Care by Category: % Value Growth 2018-2023

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