Executive Summary

Oct 2019
PROSPECTS
Fish oils/omega fatty acids and probiotic supplements to grow thanks to increased awareness and availability

Fish oils/omega fatty acids, important for preventing and managing heart disease, is expected to record faster growth over the forecast period as sales are taking off in modern grocery retailers. An increasing variety of products are available outside of pharmacies, which will drive the category forward.

Older consumers increasingly take calcium supplements for bone health

Calcium supplements for bone health continued to lead in terms of value sales in minerals in 2019 and this is not expected to change over the forecast period. They are mostly taken by older consumers with a higher disposable income, without consulting a doctor.

Competition between pharmacy chains supports category development

Pharmacies in Georgia switched to modern formats quite quickly after the collapse of the Soviet Union. By 2019, several chains of pharmacies operated on average 100 outlets each spread throughout the country.

COMPETITIVE LANDSCAPE
Advertising, price discounting and media campaigns boost brand and category sales

Advertising and price discounting campaigns in pharmacies has ensured the continued growth of Bilobil by Krka dd Novo Mesto in 2019. The brand has been on the market for more than a decade and its strong advertising campaigns triggered the development of the ginkgo biloba category as a whole.

Heart disease is a serious problem amongst the Georgian population

High levels of cholesterol due to heavy diets, sedentary lifestyles and high stress levels were all factors contributing to high rates of death due to heart disease and a significant share of the population living with the problem. The steady presence of second-ranked Panangin by Richter Gedeon Nyrt was due to the high number of heart issues.

Prophylactic products benefit from higher disposable incomes

Amongst the top five brands in dietary supplements overall were positioned three calcium supplements – Calcemin Advance by Sagmel Inc, Calcium D3 Nycomed by Nycomed Pharma AS and Calcinova by Krka dd Novo Mesto. All three recorded value growth in 2019 as product awareness is high and older consumers with higher disposable incomes are increasingly taking these supplements for bone health.

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Dietary Supplements in Georgia

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Overview

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

The Dietary Supplements 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 Dietary Supplements in Georgia?
  • What are the major brands in Georgia?
  • Are combination products with acetaminophen still popular?

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.

Dietary Supplements in Georgia - Category analysis

HEADLINES

PROSPECTS

Fish oils/omega fatty acids and probiotic supplements to grow thanks to increased awareness and availability
Older consumers increasingly take calcium supplements for bone health
Competition between pharmacy chains supports category development

COMPETITIVE LANDSCAPE

Advertising, price discounting and media campaigns boost brand and category sales
Heart disease is a serious problem amongst the Georgian population
Prophylactic products benefit from higher disposable incomes

CATEGORY DATA

Table 1 Sales of Dietary Supplements by Category: Value 2014-2019
Table 2 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 3 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 5 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 6 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 7 Forecast Sales of Dietary Supplements 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 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 10 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 11 Sales of Consumer Health by Category: Value 2014-2019
Table 12 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 14 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 15 Penetration of Private Label by Category: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format: % Value 2014-2019
Table 17 Distribution of Consumer Health by Format and Category: % Value 2019
Table 18 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 19 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