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Country Report

Consumer Health in

Consumer Health in Georgia

68 pages, Oct 2017

US$2,650

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Executive Summary

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Consumer health benefits from the changing habits of Georgians

Maturity restricted current value growth rates for most consumer health categories in Georgia in 2017. However, changing consumption habits and rising disposable incomes supported positive performances by a number of categories that were still relatively new or unfamiliar to most Georgians.

Regulatory changes and currency devaluation affect review period CAGR

OTC categories accounted for more than three quarters of overall market value share in consumer health in 2017. Poor performances by a number of these categories contributed to the negative current value CAGR recorded by consumer health over the entire review period.

International players face growing competition from local producers

International companies such as GSK Consumer Healthcare and Sanofi performed well in Georgian consumer health in 2017 thanks to their strong positions in larger, well-established categories. However, over the review period international players experienced marginal value share declines in some categories due to the launch of new generics.

Interest in emerging categories supports gains for smaller distribution channels

Chemists/pharmacies remained the dominant distribution channel in Georgian consumer health in value terms in 2017. This was due to the fact that distribution of most OTC products was exclusively limited to chemists/pharmacies, with retailers in other channels largely restricted to distributing other product types such as sports nutrition, weight management and wellbeing and vitamins and dietary supplements.

Outlook for Georgian consumer health remains broadly positive

With no known plans for the switching of a significant number of OTC products to Rx status and projections of greater stability in foreign exchange rates, consumer health in Georgia is expected to maintain its positive development over the forecast period. Maturity will continue to restrict growth in volume sales and value sales at constant 2017 prices for many OTC categories.

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Consumer Health Sample Report Consumer Health Sample Data

Overview

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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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Georgia for free:

The Consumer Health 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 Consumer Health in Georgia?
What are the major brands in Georgia?
What are the main trends in OTC Healthcare?

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 Consumer Health market research database.

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Consumer Health in Georgia

EXECUTIVE SUMMARY

Consumer health benefits from the changing habits of Georgians

Regulatory changes and currency devaluation affect review period CAGR

International players face growing competition from local producers

Interest in emerging categories supports gains for smaller distribution channels

Outlook for Georgian consumer health remains broadly positive

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2012-2017
Table 2 Life Expectancy at Birth 2012-2017

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2012-2017
Table 4 Sales of Consumer Health by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Consumer Health: % Value 2013-2017
Table 6 LBN Brand Shares of Consumer Health: % Value 2014-2017
Table 7 Penetration of Private Label by Category: % Value 2012-2017
Table 8 Distribution of Consumer Health by Format: % Value 2012-2017
Table 9 Distribution of Consumer Health by Format and Category: % Value 2017
Table 10 Forecast Sales of Consumer Health by Category: Value 2017-2022
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2017-2022

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

SOURCES

Summary 1 Research Sources

Dietary Supplements in Georgia

HEADLINES

PROSPECTS

Lack of consumer interest continues to hamper the development of dietary supplements

Products with bone health benefits remain the most popular in 2017

Relatively modest growth in value sales at constant 2017 prices projected for dietary supplements

COMPETITIVE LANDSCAPE

Sustained invested in advertising helps Krka to maintain its lead in vitamins

Local producers maintain a visible presence in dietary supplements

Currency devaluation supports small value share gain for GMP

CATEGORY DATA

Summary 2 Dietary Supplements: Brand Ranking by Positioning 2017
Table 12 Sales of Dietary Supplements by Category: Value 2012-2017
Table 13 Sales of Dietary Supplements by Category: % Value Growth 2012-2017
Table 14 Sales of Dietary Supplements by Positioning: % Value 2012-2017
Table 15 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2012-2017
Table 16 NBO Company Shares of Dietary Supplements: % Value 2013-2017
Table 17 LBN Brand Shares of Dietary Supplements: % Value 2014-2017
Table 18 Forecast Sales of Dietary Supplements by Category: Value 2017-2022
Table 19 Forecast Sales of Dietary Supplements by Category: % Value Growth 2017-2022

Digestive Remedies in Georgia

HEADLINES

PROSPECTS

Digestive remedies continues to benefit from the traditional dietary habits of Georgians

Low disposable incomes and a lack of advertising hamper demand

Paediatric digestive remedies set to perform well over the forecast period

COMPETITIVE LANDSCAPE

Menarini continues to lead digestive remedies thanks to its Mezym brand

Sanofi’s No-Spa brand remains popular despite limited advertising support

Penetration of generics in digestive remedies remains low, but should increase over 2017-2022

CATEGORY DATA

Table 20 Sales of Digestive Remedies by Category: Value 2012-2017
Table 21 Sales of Digestive Remedies by Category: % Value Growth 2012-2017
Table 22 NBO Company Shares of Digestive Remedies: % Value 2013-2017
Table 23 LBN Brand Shares of Digestive Remedies: % Value 2014-2017
Table 24 Forecast Sales of Digestive Remedies by Category: Value 2017-2022
Table 25 Forecast Sales of Digestive Remedies by Category: % Value Growth 2017-2022

Herbal/Traditional Products in Georgia

HEADLINES

PROSPECTS

Herbal/traditional cough, cold and allergy (hay fever) remedies continues to lead in value terms

Outlook for herbal/traditional cough, cold and allergy (hay fever) remedies remains bright

Herbal/traditional topical analgesics continues to suffer from a lack of promotional activity

COMPETITIVE LANDSCAPE

GMP maintains its leading position in 2017

GMP brands benefit from wide distribution via PSP chemists/pharmacies outlets

Devaluation of the lari supports value share gains for local manufacturers in 2017

CATEGORY DATA

Table 26 Sales of Herbal/Traditional Products: Value 2012-2017
Table 27 Sales of Herbal/Traditional Products: % Value Growth 2012-2017
Table 28 NBO Company Shares of Herbal/Traditional Products: % Value 2013-2017
Table 29 LBN Brand Shares of Herbal/Traditional Products: % Value 2014-2017
Table 30 Forecast Sales of Herbal/Traditional Products: Value 2017-2022
Table 31 Forecast Sales of Herbal/Traditional Products: % Value Growth 2017-2022

Paediatric Consumer Health in Georgia

HEADLINES

PROSPECTS

Paediatric consumer health benefits from rising awareness among parents in Georgia

Paediatric vitamins and dietary supplements set to remain the largest category in value terms

COMPETITIVE LANDSCAPE

Currency devaluation results in value share decline for Multi-Tabs Junior

CATEGORY DATA

Table 32 Sales of Paediatric Consumer Health by Category: Value 2012-2017
Table 33 Sales of Paediatric Consumer Health by Category: % Value Growth 2012-2017
Table 34 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2014-2017
Table 35 Forecast Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 36 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022

Sports Nutrition in Georgia

HEADLINES

PROSPECTS

Growing participation of Georgians in sports activities bolsters development of sports nutrition

Fitness-related websites help to raise consumer awareness of sports nutrition products

Sports nutrition products benefit from wide distribution in Georgia

COMPETITIVE LANDSCAPE

Highly visible shelf presence helps Trec Nutrition to maintain its lead in sports nutrition

Competition intensifies in line with new entries

CATEGORY DATA

Table 37 Sales of Sports Nutrition by Category: Value 2012-2017
Table 38 Sales of Sports Nutrition by Category: % Value Growth 2012-2017
Table 39 NBO Company Shares of Sports Nutrition: % Value 2013-2017
Table 40 LBN Brand Shares of Sports Nutrition: % Value 2014-2017
Table 41 Forecast Sales of Sports Nutrition by Category: Value 2017-2022
Table 42 Forecast Sales of Sports Nutrition by Category: % Value Growth 2017-2022

Weight Management and Wellbeing in Georgia

HEADLINES

PROSPECTS

Weight management and wellbeing benefits from poor dietary habits among many Georgians

Sedentary lifestyles also fuel growing interest in weight management and wellbeing products

Low awareness and negative perception will continue to hamper category development

COMPETITIVE LANDSCAPE

Direct sellers Oriflame and Faberlic continue to gain ground in 2017

Ajanta Pharma Ltd remains the clear leader despite a lack of investment in marketing

Figurin brand continues to benefit from its competitive price positioning

CATEGORY DATA

Table 43 Sales of Weight Management and Wellbeing by Category: Value 2012-2017
Table 44 Sales of Weight Management and Wellbeing by Category: % Value Growth 2012-2017
Table 45 NBO Company Shares of Weight Management and Wellbeing: % Value 2013-2017
Table 46 LBN Brand Shares of Weight Management and Wellbeing: % Value 2014-2017
Table 47 Forecast Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 48 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022

Wound Care in Georgia

HEADLINES

PROSPECTS

Chemists/pharmacies continue to dominate wound care distribution in Georgia

Wound care set to benefit from wider distribution via modern grocery retailers towards 2022

Price competition expected to intensify in wound care over the forecast period

COMPETITIVE LANDSCAPE

Strong position of Betasan stifles competition in sticking plasters/adhesive bandages

Currency devaluation fuels greater competition in gauze, tape and other wound care

CATEGORY DATA

Table 49 Sales of Wound Care by Category: Value 2012-2017
Table 50 Sales of Wound Care by Category: % Value Growth 2012-2017
Table 51 NBO Company Shares of Wound Care: % Value 2013-2017
Table 52 LBN Brand Shares of Wound Care: % Value 2014-2017
Table 53 Forecast Sales of Wound Care by Category: Value 2017-2022
Table 54 Forecast Sales of Wound Care by Category: % Value Growth 2017-2022

Dermatologicals in Georgia

HEADLINES

PROSPECTS

Reduction of stigma should bolster development of haemorrhoid treatments towards 2022

Medicated shampoos set to benefit from wider distribution via modern grocery retailers

Hair loss treatments expected to benefit from rising image-consciousness among Georgians

COMPETITIVE LANDSCAPE

Competition intensifies in hair loss treatments and medicated shampoos

Fitoval faces a growing challenge from Seborin in hair loss treatments

Georgian producers maintain a significant presence in dermatologicals

CATEGORY DATA

Table 55 Sales of Dermatologicals by Category: Value 2012-2017
Table 56 Sales of Dermatologicals by Category: % Value Growth 2012-2017
Table 57 NBO Company Shares of Dermatologicals: % Value 2013-2017
Table 58 LBN Brand Shares of Dermatologicals: % Value 2014-2017
Table 59 Forecast Sales of Dermatologicals by Category: Value 2017-2022
Table 60 Forecast Sales of Dermatologicals by Category: % Value Growth 2017-2022

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

HEADLINES

PROSPECTS

Demand in cough, cold, and allergy (hay fever) remedies remains highly seasonal

Cough, cold, and allergy (hay fever) remedies continues to benefit from inbound tourism

High rates of air pollution and smoking prevalence boost demand for various product types

COMPETITIVE LANDSCAPE

Wide portfolio helps GSK Consumer Healthcare to maintain its leading position

Products made with natural ingredients continue to gain popularity

Investment in advertising drives improved performance of GMP

CATEGORY DATA

Table 61 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2012-2017
Table 62 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2012-2017
Table 63 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2013-2017
Table 64 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2017
Table 65 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 66 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022

Analgesics in Georgia

HEADLINES

PROSPECTS

Acetaminophen leads in adult analgesics but looks set to lose ground due to health concerns

Ibuprofen expected to make value share gains at the expense of other product types

Paediatric analgesics expected to outperform adult analgesics in value growth terms

COMPETITIVE LANDSCAPE

Ketonal, Voltaren and Diclac demonstrate low price elasticity following currency devaluation

Efferalgan suffers from a lack of advertising support and low shelf visibility

Currency devaluation facilitates value share gains for local producers

CATEGORY DATA

Table 67 Sales of Analgesics by Category: Value 2012-2017
Table 68 Sales of Analgesics by Category: % Value Growth 2012-2017
Table 69 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2012-2017
Table 70 NBO Company Shares of Analgesics: % Value 2013-2017
Table 71 LBN Brand Shares of Analgesics: % Value 2014-2017
Table 72 Forecast Sales of Analgesics by Category: Value 2017-2022
Table 73 Forecast Sales of Analgesics by Category: % Value Growth 2017-2022

Vitamins in Georgia

HEADLINES

PROSPECTS

Per capita spending on vitamins in Georgia is among the lowest in Eastern Europe

Vitamins consumption unlikely to increase significantly over the forecast period

Vitamin C set to remain the leading single vitamins category in value terms

COMPETITIVE LANDSCAPE

Recommendations from doctors support continued leadership of the Vitrum brand

Krka dd multivitamins brands continue to enjoy trusted reputations among Georgians

CATEGORY DATA

Summary 3 Multivitamins: Brand Ranking by Positioning 2017
Table 74 Sales of Vitamins by Category: Value 2012-2017
Table 75 Sales of Vitamins by Category: % Value Growth 2012-2017
Table 76 Sales of Multivitamins by Positioning: % Value 2012-2017
Table 77 NBO Company Shares of Vitamins: % Value 2013-2017
Table 78 LBN Brand Shares of Vitamins: % Value 2014-2017
Table 79 Forecast Sales of Vitamins by Category: Value 2017-2022
Table 80 Forecast Sales of Vitamins by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Consumer Health in Georgia

New Report Guarantee

Executive Summary

New Report Guarantee

Consumer health benefits from the changing habits of Georgians

Regulatory changes and currency devaluation affect review period CAGR

International players face growing competition from local producers

Interest in emerging categories supports gains for smaller distribution channels

Outlook for Georgian consumer health remains broadly positive

Samples

Overview

Why buy this report?

Samples: (FAQs about samples):

Want to find out more about this report?

Table of Contents

Consumer Health in Georgia

EXECUTIVE SUMMARY

Consumer health benefits from the changing habits of Georgians

Regulatory changes and currency devaluation affect review period CAGR

International players face growing competition from local producers

Interest in emerging categories supports gains for smaller distribution channels

Outlook for Georgian consumer health remains broadly positive

MARKET INDICATORS

MARKET DATA

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

SOURCES

Dietary Supplements in Georgia

HEADLINES

PROSPECTS

Lack of consumer interest continues to hamper the development of dietary supplements

Products with bone health benefits remain the most popular in 2017

Relatively modest growth in value sales at constant 2017 prices projected for dietary supplements

COMPETITIVE LANDSCAPE

Sustained invested in advertising helps Krka to maintain its lead in vitamins

Local producers maintain a visible presence in dietary supplements

Currency devaluation supports small value share gain for GMP

CATEGORY DATA

Digestive Remedies in Georgia

HEADLINES

PROSPECTS

Digestive remedies continues to benefit from the traditional dietary habits of Georgians

Low disposable incomes and a lack of advertising hamper demand

Paediatric digestive remedies set to perform well over the forecast period

COMPETITIVE LANDSCAPE

Menarini continues to lead digestive remedies thanks to its Mezym brand

Sanofi’s No-Spa brand remains popular despite limited advertising support

Penetration of generics in digestive remedies remains low, but should increase over 2017-2022

CATEGORY DATA

Herbal/Traditional Products in Georgia

HEADLINES

PROSPECTS

Herbal/traditional cough, cold and allergy (hay fever) remedies continues to lead in value terms

Outlook for herbal/traditional cough, cold and allergy (hay fever) remedies remains bright

Herbal/traditional topical analgesics continues to suffer from a lack of promotional activity

COMPETITIVE LANDSCAPE

GMP maintains its leading position in 2017

GMP brands benefit from wide distribution via PSP chemists/pharmacies outlets

Devaluation of the lari supports value share gains for local manufacturers in 2017

CATEGORY DATA

Paediatric Consumer Health in Georgia

HEADLINES

PROSPECTS

Paediatric consumer health benefits from rising awareness among parents in Georgia

Paediatric vitamins and dietary supplements set to remain the largest category in value terms

COMPETITIVE LANDSCAPE

Currency devaluation results in value share decline for Multi-Tabs Junior

CATEGORY DATA

Sports Nutrition in Georgia

HEADLINES

PROSPECTS

Growing participation of Georgians in sports activities bolsters development of sports nutrition

Fitness-related websites help to raise consumer awareness of sports nutrition products

Sports nutrition products benefit from wide distribution in Georgia

COMPETITIVE LANDSCAPE