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

PROSPECTS

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

Further strong value growth is expected in cough, cold and allergy (hay fever) remedies over the forecast period due to high levels of pollution from cars and construction sites in the big cities. In 2019, more than one third of the population of Georgia was concentrated in the capital, Tbilisi.

Cold remedies face competition from analgesics

Many Georgian consumers were in the habit of taking acetaminophen and ibuprofen for colds due to the lower prices of these types of analgesics and the relatively low awareness of cold remedies. This is expected to change gradually, but competition from analgesics is expected to continue to be an obstacle to growth of overall cough, cold and allergy remedies over the forecast period.

Competition to increase due to evolving modern grocery retailers

Evolving modern grocery retailers are expected to enhance competition in the category. The market is expected to be less dependent on the rules of pharmacies as modern grocery retailers are aggressive in taking over all possible niches.

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare leads with is wide brand portfolio

GSK Consumer Healthcare continued to lead cough, cold and allergy (hay fever) remedies in 2019 with its wide portfolio. Its Tantum Verde brand is the leading brand in the category due to its more natural positioning, which means it is regarded as safer and suitable even for children.

Angelini Group ranks second with its one strong brand

Second-ranked Angelini Group only has one brand in the category, Tantum Verde, which continued to lead in terms of value sales in 2019. The cough remedy benefits from its positioning as a natural product, promotional activity and pharmacy recommendations.

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

The Georgian manufacturer GM Pharmaceuticals Ltd (GMP) is present in cough, cold and allergy remedies with two brands, TaiCold and Pulmolan, both in cough/cold remedies. Whilst the products are cheaper than imports, there are some doubts amongst some consumers regarding medical products of local production which could pose an obstacle to their future growth.

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