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Dairy in Georgia

September 2020

Nestlé will continue to lead baby food in 2020, but it is likely to see its current retail value share eroded. While a high level of trust has been earned in the past, with perceived high quality and widespread availability underpinning the long-standing popularity of Nestlé’s products, less expensive alternatives will continue to gain consumer interest and trust in 2020. Nestlé has not managed to keep abreast of developments in baby food, as it is more strongly present in more mature areas. Dev

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Overview:

Understand the latest market trends and future growth opportunities for the Dairy industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the Dairy industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Dairy in Georgia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Dairy in Georgia?
  • Which are the leading brands in Dairy in Georgia?
  • How are products distributed in Dairy in Georgia?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Dairy?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Georgia?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Dairy in Georgia - Category analysis

Butter and Spreads

KEY DATA FINDINGS

2020 IMPACT

Butter will continue to see the highest current retail value growth in 2020, as consumers grow increasingly health conscious
Valio will consolidate its leading position in 2020 due to its trusted quality reputation
Sante GMT Products will perform well in 2020, focusing on premium butter products

RECOVERY AND OPPORTUNITIES

Butter will see strong retail volume growth into the forecast period
Local producers are expected to move into premium butter products into the forecast period
Teksun will maintain strength in cooking fats thanks to effective marketing and distribution

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2015-2020 Table 2 Sales of Butter and Spreads by Category: Value 2015-2020 Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2015-2020 Table 4 Sales of Butter and Spreads by Category: % Value Growth 2015-2020 Table 5 NBO Company Shares of Butter and Spreads: % Value 2016-2020 Table 6 LBN Brand Shares of Butter and Spreads: % Value 2017-2020 Table 7 Distribution of Butter and Spreads by Format: % Value 2015-2020 Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2020-2025 Table 9 Forecast Sales of Butter and Spreads by Category: Value 2020-2025 Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2020-2025 Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2020-2025

Cheese

KEY DATA FINDINGS

2020 IMPACT

Spreadable processed will be the most dynamic product in cheese in 2020 thanks to convenience and growing awareness of imported products
Players offering packaged cheese will gain current retail value share in 2020, such as Sante and Georgian-Eco
Valio Oy will continue to lead cheese in 2020

RECOVERY AND OPPORTUNITIES

Packaged cheese is set to benefit from new labelling requirements into the forecast period
Smaller companies may be squeezed out into the forecast period, as wealthier larger players expand
New regulations on cheese will lead to a spike in unit price into the forecast period and place unpackaged cheese under pressure

CATEGORY DATA

Table 12 Sales of Cheese by Category: Volume 2015-2020 Table 13 Sales of Cheese by Category: Value 2015-2020 Table 14 Sales of Cheese by Category: % Volume Growth 2015-2020 Table 15 Sales of Cheese by Category: % Value Growth 2015-2020 Table 16 Sales of Spreadable Processed Cheese by Type: % Value 2015-2020 Table 17 NBO Company Shares of Cheese: % Value 2016-2020 Table 18 LBN Brand Shares of Cheese: % Value 2017-2020 Table 19 Distribution of Cheese by Format: % Value 2015-2020 Table 20 Forecast Sales of Cheese by Category: Volume 2020-2025 Table 21 Forecast Sales of Cheese by Category: Value 2020-2025 Table 22 Forecast Sales of Cheese by Category: % Volume Growth 2020-2025 Table 23 Forecast Sales of Cheese by Category: % Value Growth 2020-2025

Drinking Milk Products

KEY DATA FINDINGS

2020 IMPACT

Sante will continue to benefit from long-standing presence and extensive dairy portfolio
Wimm-Bill-Dann will maintain its second rank in drinking milk in 2020, leading flavoured milk
Powder milk demand will decline in 2020 as consumer health awareness rises

RECOVERY AND OPPORTUNITIES

Local companies expected to increase retail volume share in milk into the forecast period
Door-to-door delivery will suffer as more trustworthy alternatives rise, which will boost packaged milk sales into the forecast period
Increasing health awareness will impact drinking milk into the forecast period, reducing demand for full fat milk

CATEGORY DATA

Table 24 Sales of Drinking Milk Products by Category: Volume 2015-2020 Table 25 Sales of Drinking Milk Products by Category: Value 2015-2020 Table 26 Sales of Drinking Milk Products by Category: % Volume Growth 2015-2020 Table 27 Sales of Drinking Milk Products by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Drinking Milk Products: % Value 2016-2020 Table 29 LBN Brand Shares of Drinking Milk Products: % Value 2017-2020 Table 30 Distribution of Drinking Milk Products by Format: % Value 2015-2020 Table 31 Forecast Sales of Drinking Milk Products Products by Category: Volume 2020-2025 Table 32 Forecast Sales of Drinking Milk Products Products by Category: Value 2020-2025 Table 33 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2020-2025 Table 34 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2020-2025

Other Dairy

KEY DATA FINDINGS

2020 IMPACT

Sante will maintain lead in 2020 with extensive product range and established trust
Health awareness will continue to grow in Georgia in 2020, with yoghurt and sour milk expected to see new products launching in line with this trend
Growing availability boosts coffee whiteners, while condensed milk faces maturity

RECOVERY AND OPPORTUNITIES

Lower-income consumers will maintain demand for products made from powder milk, despite unhealthy image
Local players focussing on cream may see current retail value shares slide into the forecast period
Lack of chilled storage will be a disadvantage for independent small grocers into the forecast period

CATEGORY DATA

Table 35 Sales of Other Dairy by Category: Volume 2015-2020 Table 36 Sales of Other Dairy by Category: Value 2015-2020 Table 37 Sales of Other Dairy by Category: % Volume Growth 2015-2020 Table 38 Sales of Other Dairy by Category: % Value Growth 2015-2020 Table 39 NBO Company Shares of Other Dairy: % Value 2016-2020 Table 40 LBN Brand Shares of Other Dairy: % Value 2017-2020 Table 41 Distribution of Other Dairy by Format: % Value 2015-2020 Table 42 Forecast Sales of Other Dairy by Category: Volume 2020-2025 Table 43 Forecast Sales of Other Dairy by Category: Value 2020-2025 Table 44 Forecast Sales of Other Dairy by Category: % Volume Growth 2020-2025 Table 45 Forecast Sales of Other Dairy by Category: % Value Growth 2020-2025

Yoghurt and Sour Milk Products

KEY DATA FINDINGS

2020 IMPACT

Drinking matsoni will drive retail volume sales in Georgia in 2020
Yoghurt will remain dominated by imported products in 2020, while sour milk will be led by local companies
Saunte will continue to lead yoghurt and sour milk in 2020, due to popularity of matsoni

RECOVERY AND OPPORTUNITIES

Packaged matsoni will increasingly spread into grocery outlets over the forecast period
Local players will benefit from proximity to consumers over the forecast period
Smaller players will be squeezed out into the forecast period as competition intensifies

CATEGORY DATA

Table 46 Sales of Yoghurt and Sour Milk Products by Category: Volume 2015-2020 Table 47 Sales of Yoghurt and Sour Milk Products by Category: Value 2015-2020 Table 48 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2015-2020 Table 49 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2016-2020 Table 51 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2017-2020 Table 52 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2015-2020 Table 53 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2020-2025 Table 54 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2020-2025 Table 55 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2020-2025 Table 56 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2020-2025

Packaged Food in Georgia - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Foodservice takes a big hit in 2020, but traditional restaurants will benefit from their low prices and the enduring popularity of Georgian cuisine with both visitors and locals Modern establishments offering quick and easy meals gain ground, and the brunch concept sees growth in popularity Outlets with a nimble approach to online development have better life expectancy
Category Data
Table 57 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 58 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 59 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 60 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 61 Sales of Packaged Food by Category: Volume 2015-2020 Table 62 Sales of Packaged Food by Category: Value 2015-2020 Table 63 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 64 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 65 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 66 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 67 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 68 Penetration of Private Label by Category: % Value 2015-2020 Table 69 Distribution of Packaged Food by Format: % Value 2015-2020 Table 70 Distribution of Packaged Food by Format and Category: % Value 2020 Table 71 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 72 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 73 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 74 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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This report originates from Passport, our Dairy research and analysis database.

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