Executive Summary

Jun 2019
PROSPECTS
Growth is supported by wider availability and currency devaluation

The development of deodorants is expected to continue, as there is still plenty of room for growth in the category in Georgia. With the development of modern retail formats, the availability of deodorants is expected to continue expanding over the forecast period.

Active lifestyles vs health concerns

An increasing number of Georgians are interested in living healthier, more active lifestyles, therefore driving demand for deodorants that provide adequate levels of protection. The expansion of modern retailers has allowed manufacturers and distributors to reach more consumers with a wider range of products.

Deodorant sprays remains the dominant format

Deodorant sprays remained the dominant format in 2018, despite the increased availability of deodorant sticks and deodorant roll-ons. Companies have carried out extensive advertising to promote and emphasise the convenience of products in alternative formats; nevertheless, the shares of deodorant roll-ons and sticks remain comparatively low.

COMPETITIVE LANDSCAPE
Potential currency devaluation remains a real threat

In Georgia, the distribution channels for deodorants are very diverse – the major ones remain grocery retailers, chemists/pharmacies, beauty specialist retailers and direct sellers. Therefore, the competition is expected to remain fierce over the forecast period, in terms of both availability and pricing.

The leading brands benefit from global recognition and a widespread presence

Due to non-existent local production, international companies and brands continued to lead deodorants during 2018. In particular, Unilever Group stands out, which is the leader in deodorants in Georgia, and is well ahead of its competitors.

Direct selling struggles to compete with other channels

Although major direct sellers such as Avon and Oriflame are maintaining their value shares in Georgia, the direct selling channel overall is suffering due to fierce competition from other channels. The frequent discount campaigns initiated by modern grocery retailers affected deodorants sold via the direct selling channel.

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Deodorants in Georgia

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Overview

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

The Deodorants 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 Deodorants in Georgia?
  • What are the major brands in Georgia?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

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 Beauty and Personal Care market research database.

Deodorants in Georgia - Category analysis

HEADLINES

PROSPECTS

Growth is supported by wider availability and currency devaluation
Active lifestyles vs health concerns
Deodorant sprays remains the dominant format

COMPETITIVE LANDSCAPE

Potential currency devaluation remains a real threat
The leading brands benefit from global recognition and a widespread presence
Direct selling struggles to compete with other channels

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Georgia - Industry Overview

EXECUTIVE SUMMARY

Economic development leads to higher spending on beauty and personal care
The volatile currency hinders volume growth
The Procter & Gamble Co leads beauty and personal care
The development of modern retailing threatens traditional channels
A positive outlook for beauty and personal care

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources