Executive Summary

Feb 2019
PROSPECTS
No signs of direct selling expanding beyond beauty and personal care in the forecast period

Direct selling was characterised by sales of beauty and personal care over the review period due to the affordability of the products offered. In a situation of high unemployment, many Georgians, especially women, are attracted to become direct sales agents for beauty and personal care products.

Internet retailing likely to slow growth of direct selling

Although direct selling is expected to continue to grow over the forecast period, current and constant value growth rates are likely to be lower than those of the review period. One of the obstacles to more rapid growth will be internet retailing.

Positive economic development might not be a guarantee for growth of direct selling

The majority of products sold through direct selling and particularly beauty and personal care are positioned as economy or at the lower end of the medium price segment. This therefore normally leads to a better performance in periods when consumers are avoiding purchases of premium and high-end, medium-priced products, as happens when consumer confidence is low.

COMPETITIVE LANDSCAPE
Oriflame Georgia is the only leading company to offer products beyond beauty and personal care

The competition between Avon Products and Oriflame Georgia has been evident for a number of years. One of the strategies Oriflame Georgia initiated in an attempt to catch up with its competitor was to widen its product portfolio by going beyond the traditional products for Georgian direct sellers, beauty and personal care, by offering a wide range of products in consumer health.

The share of others remains low

The value share of others remained low over the review period, despite some growth. The channel is not generating any significant interest among potential new players.

Avon Products, Oriflame Georgia and Faberlic Georgia continue to dominate

Avon Products, Oriflame Georgia and Faberlic Georgia dominated direct selling throughout the review period in Georgia. The clear leaders, Avon and Oriflame, enjoy strong brand awareness among consumers.

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Direct Selling in Georgia

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Overview

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

The Direct Selling in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic 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:

  • Who are the leading retailers in Georgia?
  • How important is direct selling in Georgia?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

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 Retailing market research database.

Direct Selling in Georgia - Category analysis

HEADLINES

PROSPECTS

No signs of direct selling expanding beyond beauty and personal care in the forecast period
Internet retailing likely to slow growth of direct selling
Positive economic development might not be a guarantee for growth of direct selling

COMPETITIVE LANDSCAPE

Oriflame Georgia is the only leading company to offer products beyond beauty and personal care
The share of others remains low
Avon Products, Oriflame Georgia and Faberlic Georgia continue to dominate

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2013-2018
Table 2 Direct Selling by Category: % Value Growth 2013-2018
Table 3 Direct Selling GBO Company Shares: % Value 2014-2018
Table 4 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 5 Direct Selling Forecasts by Category: Value 2018-2023
Table 6 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Retailing in Georgia - Industry Overview

EXECUTIVE SUMMARY

The growing number of tourists supports the development of many areas of retailing
Currency fluctuations continue, although consumers seem to be less susceptible
MAF Hypermarkets Georgia continues to increase its value share, albeit with lower growth
Internet and mobile internet retailing continue their double-digit value growth
Positive performance to continue

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Back to school
New Year
Payments and delivery
Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 9 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 10 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 11 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 12 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 13 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 21 Retailing GBO Company Shares: % Value 2014-2018
Table 22 Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 24 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 25 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 26 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 27 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 28 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 29 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 30 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 31 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 35 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 38 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 39 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 43 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources