Executive Summary

Oct 2019
PROSPECTS
Hair loss treatments benefits from increased consumer awareness

Growing consumer awareness of hair loss treatments and genetic susceptibility to hair loss have supported category sales in 2019. Hair loss treatments was an underdeveloped area of dermatologicals in Georgia as low disposable incomes made hair loss a low priority.

Reduced stigma supports the growth of haemorrhoid treatments

Growing product awareness has also supported sales of haemorrhoid treatments in 2019, as has reduced stigma amongst consumers who tended to avoid professional advice when suffering. This is expected to continue over the forecast period, which will keep growth rates positive to 2024.

Change in distribution channels set to drive growth of smaller categories

The shape of retailing in Georgia is gradually changing, with modern grocery retailers replacing the traditionally dominant non-grocery specialists. Hypermarkets, supermarkets and convenience stores have tried to widen their assortment and compete with chains of pharmacies wherever possible.

COMPETITIVE LANDSCAPE
Nizhpharm OAO leads thanks to its wide product portfolio

Nizhpharm OAO continued to lead value sales of dermatologicals in Georgia in 2019. Its wide product portfolio, which includes Sintomicin, Hydrocortisone, Nystatin and Gentamicin, is spread throughout the whole category and is widely available in most chains of pharmacies.

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

The local company Turmanidze Ltd is present with its brand Turmanidze, a topical antifungal which enjoys strong awareness amongst consumers due to its decade-long availability in the country. Consumers have grown to trust Turmanidze products and also perceive them as natural and without too many harmful chemical additives.

Advertising and availability benefit product sales

The leading brand in vaginal antifungals, Polygynax, benefits from strong advertising, which has resulted in the development of firm brand loyalty of the years. Meanwhile, Fitoval, the leading brand in hair loss treatments, benefits from its wide availability.

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Dermatologicals in Georgia

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Overview

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

The Medicated Skin Care 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 Medicated Skin Care in Georgia?
  • What are the major brands in Georgia?
  • What are the most popular formats for acne treatments?

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 Consumer Health market research database.

Dermatologicals in Georgia - Category analysis

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 1 Sales of Dermatologicals by Category: Value 2014-2019
Table 2 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 4 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 5 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 6 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Consumer Health in Georgia - Industry Overview

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 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 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