Deodorants in Georgia

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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