Consumer Health in Georgia

Consumer Health in Georgia

EXECUTIVE SUMMARY

Consumer healthcare growth due to changing lifestyles, and increased product awareness and availability in 2019

Slow growth of disposable incomes supports sales

GSK Consumer Healthcare leads with its wide product portfolio

Dominance of chemists/pharmacies, but increasing competition from emerging distribution channels

Future growth to be driven by increased health awareness and product availability

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 3 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 4 Sales of Consumer Health by Category: Value 2014-2019
Table 5 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 6 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 7 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 8 Penetration of Private Label by Category: % Value 2014-2019
Table 9 Distribution of Consumer Health by Format: % Value 2014-2019
Table 10 Distribution of Consumer Health by Format and Category: % Value 2019
Table 11 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 12 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

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

Paediatric analgesics continue to benefit from increased awareness and availability

Fast growth of “safe” and effective ketoprofen, whilst acetaminophen matures

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

COMPETITIVE LANDSCAPE

Ketonal continues to lead due to its effectiveness, availability and customer loyalty

Strong promotion and recommendations benefit Fastum Gel and Voltaren

GSK Consumer Healthcare leads with its wide portfolio, advertising and promotion

CATEGORY DATA

Table 13 Sales of Analgesics by Category: Value 2014-2019
Table 14 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Analgesics: % Value 2015-2019
Table 16 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 17 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 18 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Further strong value growth due to pollution, growing availability and awareness, and tourism

Cold remedies face competition from analgesics

Competition to increase due to evolving modern grocery retailers

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare leads with is wide brand portfolio

Angelini Group ranks second with its one strong brand

Local GM Pharmaceuticals Ltd (GMP) benefits from offering cheaper products

CATEGORY DATA

Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 21 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 22 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 24 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Georgia

HEADLINES

PROSPECTS

Hair loss treatments benefits from increased consumer awareness

Reduced stigma supports the growth of haemorrhoid treatments

Change in distribution channels set to drive growth of smaller categories

COMPETITIVE LANDSCAPE

Nizhpharm OAO leads thanks to its wide product portfolio

Local Turmanidze a strong player due to its long-standing presence

Advertising and availability benefit product sales

CATEGORY DATA

Table 25 Sales of Dermatologicals by Category: Value 2014-2019
Table 26 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 28 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 29 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 30 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Georgia

HEADLINES

PROSPECTS

Fish oils/omega fatty acids and probiotic supplements to grow thanks to increased awareness and availability

Older consumers increasingly take calcium supplements for bone health

Competition between pharmacy chains supports category development

COMPETITIVE LANDSCAPE

Advertising, price discounting and media campaigns boost brand and category sales

Heart disease is a serious problem amongst the Georgian population

Prophylactic products benefit from higher disposable incomes

CATEGORY DATA

Table 31 Sales of Dietary Supplements by Category: Value 2014-2019
Table 32 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 33 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 34 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 35 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 36 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 37 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Georgia

HEADLINES

PROSPECTS

Further growth thanks to Georgian’s diets, as well as increasing availability and advertising

Increasing gastro-tourism supports category sales

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

COMPETITIVE LANDSCAPE

Strong promotion drives sales of leading brand, Mezym Forte

Sanofi ranks second with No-Spa, which also treats other conditions

Dramina benefiting from increased awareness and demand

CATEGORY DATA

Table 38 Sales of Digestive Remedies by Category: Value 2014-2019
Table 39 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 41 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 42 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 43 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Georgia

HEADLINES

PROSPECTS

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

Herbal/traditional topical analgesics remains small due to strong competition from non-herbal alternatives

Dietary supplements and tonics not expected to grow

COMPETITIVE LANDSCAPE

Local companies with their affordable and available products lead in 2019

Price is key for product success

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

CATEGORY DATA

Table 44 Sales of Herbal/Traditional Products: Value 2014-2019
Table 45 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 46 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 47 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 48 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 49 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in Georgia

HEADLINES

PROSPECTS

Changing consumer habits and growing awareness support paediatric consumer health

Paediatric cough/cold and allergy remedies sees the highest growth, whilst paediatric vitamins and dietary supplements remains the key generator of sales

COMPETITIVE LANDSCAPE

Advertising and doctors’ recommendations ensure top spot for GSK

“Others” increases as players try to gain ground

CATEGORY DATA

Table 50 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 51 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 52 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 53 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 54 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in Georgia

HEADLINES

PROSPECTS

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

Convenient internet retailing the leading distribution channel in 2019

Further strong growth of healthy and affordable protein/energy bars

COMPETITIVE LANDSCAPE

Trec Nutrition Sp zoo leads with a declining share due to increased competition

Fragmentation in sports nutrition increases

Price and brand loyalty influence consumers’ purchasing decisions

CATEGORY DATA

Table 55 Sales of Sports Nutrition by Category: Value 2014-2019
Table 56 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 58 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 59 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 60 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Georgia

HEADLINES

PROSPECTS

Safe and effective vitamin C records further growth in 2019

Vitamin D not in demand in sunny Georgia

Paediatric vitamins to develop further as parents prefer child-specific products

COMPETITIVE LANDSCAPE

Awareness and availability benefit leaders Takeda Pharmaceutical and Krka dd Novo Mesto in 2019

Advertising and consumer trust key in vitamins

Multivitamins has distinct leaders, whilst single vitamins is fragmented

CATEGORY DATA

Table 61 Sales of Vitamins by Category: Value 2014-2019
Table 62 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 63 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 64 NBO Company Shares of Vitamins: % Value 2015-2019
Table 65 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 66 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Georgia

HEADLINES

PROSPECTS

Weight loss supplements and slimming teas the only categories due to low availability, awareness and disposable incomes

Negative perceptions are expected to remain amongst consumers

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

COMPETITIVE LANDSCAPE

Ajanta Pharma leads due to the availability and price-quality ratio of its Figurin brand

Local brand Orlip’s success thanks to availability and pricing

Direct sellers Faberlic Georgia and Oriflame Georgia grow their share with communication and product variety

CATEGORY DATA

Table 68 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 69 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 70 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 71 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 72 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 73 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Georgia

HEADLINES

PROSPECTS

Price remains key in the category due to low disposable incomes

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

Pharmacies face competition from modern grocery retailers

COMPETITIVE LANDSCAPE

Santavik from Betasan AS maintains its top spot due to strong consumer awareness and wide availability

‘Others’ rises due to increasing number of Chinese products

Changes in share expected if first aid kits category appears

CATEGORY DATA

Table 74 Sales of Wound Care by Category: Value 2014-2019
Table 75 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 76 NBO Company Shares of Wound Care: % Value 2015-2019
Table 77 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 78 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 79 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

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