Georgia

Despite the challenging economic circumstances, sugar confectionery has remained a popular and affordable indulgence option for consumers in Georgia, with solid retail volume and current value growth seen in 2023. However, the pace of grow is slowing…

Tobacco registered constant value and volume growth in 2022, despite high inflation, which was caused the energy crisis stemming from the war in Ukraine. Geopolitical tensions in the region also led to a significant increase in the number of…

In 2022, though there was a double-digit growth in current value sales of wipes, volume growth was much more modest but still healthy. The war in Ukraine had a significant impact, with the resultant energy crisis leading to soaring inflation, with…

Snacks in Georgia is facing ongoing challenges in 2023 caused by external influences, including the war in Ukraine, higher production costs and rising inflation. Multiple categories have seen rising unit prices, with manufacturers leveraging…

Skin care recorded positive retail volume growth across the forecast period thanks to several factors. Consumers have become more knowledgeable about various skin care products, their usage and ingredients, and as such, skin care routines have grown…

The war in Ukraine exacted a heavy toll on Georgia’s economy with retail prices spiking in 2022. Close trade links with Russia and Georgia’s status as an emerging economy have also exerted pressure on the country’s currency, with depreciation also…

Home insecticides is mainly a seasonal, functional product and is not directly related to hygiene concerns consumers have in relation to viruses. The main driver of volume sales each year is the size of the insect population and in 2022, home…

There was a temporary issue with supplies of cigarettes in 2022. Cigarettes are mainly imported from Ukraine, but with war breaking out in Ukraine in 2022, supply lines were severely disrupted. As a result, other trade routes had to be found quickly,…

A return to social occasions and events drove retail volume sales of fragrances in 2022, encouraging consumption as consumers spent more time outside of the household, around friends and colleagues. The increasing number of tourists in 2022 also…

In 2022, Georgian consumers returned to pre-pandemic lifestyles as the threat and concern surrounding COVID-19 reduced. As a consequence, many consumers spent increased time outside of the household. This boosted the demand for depilatories, with…

Although value sales through direct selling are low in Georgia, they showed a slight increase in 2022. There is a shift away from this channel due to growing competition from online players, which provide a greater assortment of products and the…

In 2022, surface care registered a healthy increase in current value sales due to double-digit inflation. However, retail volume growth was more muted as consumers reacted to higher prices. The return to pre-pandemic lifestyles has also hampered…

Polishes witnessed stable volume growth in 2022, stimulated by the low maturity of this category in Georgia and steady demand. However, the return to pre-pandemic lifestyles has reduced the amount of time consumers spend at home. In tandem, Georgians…

The COVID-19 pandemic hit the economy hard in 2020 leading to lower growth in laundry care. In 2021, with the economy starting to recover, laundry care registered an increase in value sales. With consumers out and about more in 2021, they washed…

Retail volume growth of savoury snacks is improving in 2023, following a rather lacklustre performance in 2022. The category confronted significant challenges in 2022, not least because of the war in Ukraine, which led to a slowdown in retail volume…

While off-trade volume sales remained higher, the on-trade channel was the major driver of total volume sales growth in beer and spirits in 2022. Growth rates were closer in on- and off-trade volume terms in wine. The stronger overall growth…

Sun care was stimulated by the return to the pre-pandemic lifestyle, with consumers spending a heightened amount of time outdoors, particularly by the sea. Sun care's retail volume growth was also linked to a large number of tourists and emigrants…

In 2022, though there was a double-digit growth in current value sales of sanitary protection, volume growth was much more modest but still healthy. The war in Ukraine had a significant impact, with the resultant energy crisis leading to soaring…

Home care in Georgia was positively affected by economic recovery in 2022. The war in Ukraine led to a growing amount of investment in the Georgian economy, which has stabilised the local currency and exchange rate. Nevertheless, high inflation, and…

In the past few years, gum has experienced significant setbacks, with annual volume sales declining from between 5 and 23% during this period. The COVID-19 pandemic had a particularly negative impact on the gum category, but this was followed by a…