Georgia

While COVID-19 had a negative impact on the economy, with significant job losses and currency devaluation leading to price rises, modern grocery retailers fared relatively well. While current value growth was not as high as in 2019, current value ...

Apart from mobile e-commerce, e-commerce registered the highest current value growth in 2020. While e-commerce had been growing strongly over the review period, COVID-19 gave it an extra boost, as consumers turned to online shopping in order to avoid...

The Georgian economy suffered a sharp decline as a result of COVID-19, with widespread job losses. The economy also suffered from the reduction in foreign tourists, as visitors are an increasingly important contributor to the economy and spend ...

The downward decline of traditional grocery retailers was accelerated by COVID-19. Suppliers prioritised keeping shelves stocked in modern grocery channels. In addition, in order to avoid exposure to COVID-19, consumers opted to do one big shop in ...

While value sales are still low, mobile e-commerce registered the highest current value of any retailer channel in 2020. This was largely driven by online third party food delivery companies such as Glovo and Wolt. While there was a huge increase in ...

There was a slight overall increase in current value with health and beauty specialist retailers. However, COVID-19 affected value sales of beauty retailers, as outlets were closed for several months. Pharmacies, on the other hand, performed well, as...

Value sales through direct selling are low in Georgia and it registered value decline in 2020, due to COVID-19, as direct sales, such as door-to-door selling, were not permitted due to restrictions on movement. Also, most of the products sold through...

Apparel was the worst affected retailer from COVID-19, with value sales falling by about a fifth. Outlets were closed for several months of the year and only a few outlets were in a position to offer e-commerce. Several brands have already become ...

Laundry care showed healthy growth in 2020, remaining one of the largest categories in home care in Georgia in retail volume and current value terms. During the year retailers responded to the worsening economic climate with large discounts and other...

The start of the COVID-19 pandemic caused a spike in volume sales of most home care products as some consumers stocked up on products they used regularly around the home. Fears of contracting or spreading the virus prompted most consumers to clean ...

Dishwashing continued to be dominated by hand dishwashing products in 2020. Dishwashers are still prohibitively expensive for the majority of Georgian consumers meaning most people still wash dishes at the sink using hot water and a hand dishwashing ...

Current value sales of surface care products grew strongly in 2020, as consumers became concerned that the COVID-19 virus can stay on surfaces for a substantial amount of time. As a result, many consumers used surface care products in larger ...

Retail volume sales of all types of polish were negatively affected by the lockdown during 2020, seeing sales stagnate. A chief reason for this is the decrease in the number of people leaving their homes to go to work. This particularly impacted ...

Spray/aerosol insecticides remains dominant as it is the most widely available format of home insecticides. There were no major changes to the product split in home insecticides in 2020, as due to the difficulties caused by the COVID-19 pandemic ...

Current value sales of air care grew in 2020. However, this primarily occurred as the devaluation of the Georgian Lari caused a significant rise in average unit prices. As household budgets faced additional pressure with the onset of the COVID-19 ...

The onset of the COVID-19 pandemic in 2020 did not cause the majority of Georgian consumers who purchase bleach to change their purchasing habits. Often bleach is the only strong cleaning agent that they can afford. These demographics appear to have ...

With limited awareness of toilet care, many consumers still use bleach to clean toilets, thus limiting sales. This is chiefly due to price-sensitivity, with economic uncertainty as a result of the COVID-19 pandemic further hindering the emergence of ...

While all gyms and fitness centres remained closed for much of 2020, consumption of sports drinks partially moved to the off-trade, as Georgians moved to exercising outdoors instead. Overall, sports drinks was still able to post current value growth,...

RTD tea managed to grow in both off-trade volume and current value terms in 2020, but this growth came at a slower rate than in previous years. The biggest factor in this slowdown was the impact of the COVID-19 pandemic on personal budgets, which ...

Concentrates are no longer available in Georgia, with sales expected to remain negligible over the forecast period. ...