The Georgian diet continued to support the growth of digestive remedies in 2019, and as consumers are not expected to significantly change their nutritional habits over the forecast period, the category has good growth prospects to 2024. The cuisine in the country consists of lots of dough and fried beef, pork and lamb dishes, which often contain a high amount of fat.
Increasing gastro-tourism is also positively impacting sales of digestive remedies in the country. Georgia became a popular destination for tourists from northern countries such as Russia, Ukraine and other areas of Eastern Europe where the cuisines are not as rich.
Paediatric digestive remedies remained underdeveloped in 2019, however, it is expected to become one of the most dynamic areas of the category. With higher disposable incomes, increased availability and therefore greater awareness, more parents are expected to purchase paediatric digestive remedies for their children.
A Menarini Industrie Farmaceutiche Riunite Srl is present with two digestive remedies, Mezym Forte and Espumizan. The former brand is the firm category leader, benefiting from strong advertising (mainly outdoors and TV).
Sanofi and its No-Spa brand ranked second in digestive remedies in 2019. No-spa is not only taken as a digestive remedy in Georgia, but many people also use it treat muscle cramps or spasms and take with it with other medicines to reduce blood pressure.
Dramina from Jadran Galenski Laboratorij dd, which is used to treat motion sickness, is increasing in popularity in the country. The jagged landscape of Georgia ensures demand for Dramina amongst both tourists and locals when travelling.
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