Georgia

The report examines the economic landscape of Georgia and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2023, driven by exports, private consumption, government…

Sun care in Georgia was the star performer among beauty and personal care products in 2023, registering the highest value and volume growth. Summers are getting hotter and consumers are also increasingly conscious of the danger of sun exposure and in…

Skin care in Georgia registered positive value and volume growth in 2023, as inflation fell significantly. In addition, the continued expansion of modern retailing and in particular beauty specialists such as Clean House and pharmacies also expanded…

With inflation easing in 2023, premium beauty and personal care in Georgia performed well, registering higher value growth than mass. Increasing numbers of tourists, as well as newly-arrived Russian immigrants also contributed to growth. That being…

Oral care in Georgia registered moderate value and volume growth in 2023, with the essentialness of oral care supporting volume sales. Toothpaste continued to account for most value sales and also was the best performing product. Within oral care,…

Men’s grooming in Georgia registered positive value and volume growth in 2023, as inflation fell significantly. In addition, the continued expansion of modern retailing and in particular beauty specialists also expanded the range of brands and…

Mass beauty and personal care still accounted for significantly more value sales than premium in Georgia in 2023. However, its current value growth was lower. That being said, there was growth. Mass beauty and personal products are continually…

Hair care in Georgia registered moderate constant value and volume growth in 2023. However, the offering remained basic, with standard shampoo being the most popular product and little demand for products such as serums or styling agents. Hair…

It was a positive year for fragrances in Georgia in 2023, with similar healthy volume growth both for premium and mass fragrances, though volume growth was lower than the previous year. Price sensitive consumers, especially in the mass segment, opted…

Depilatories in Georgia registered modest constant value and volume growth, partly supported by continuing population growth. In addition, inflation eased significantly and this also supported volume growth. Also, supply problems as a result of the…

While value sales increased significantly for deodorants in Georgia in 2023, volume sales fell slightly, as price rises forced some consumers to trade down. This resulted in many consumers switching to deodorant roll-ons, which actually saw volume…

Colour cosmetics in Georgia registered moderate constant value and volume growth. Lip products in particular performed well, in terms of value growth, in particular for premium products. In the mass segments, foundation and mascara performed strongly…

It was a positive trading year for beauty and personal care in Georgia in 2023. Inflation decreased significantly and resulted in both healthy constant value and moderate volume growth. Population growth also supported the increased volume sales,…

Bath and shower registered both moderate volume and constant value growth in Georgia in 2023. Body wash/shower gel was the best performing product in terms of value and volume growth, outperforming other products significantly. That being said, bar…

Baby and child-specific products in Georgia registered healthy volume growth in 2023, as well as positive constant value growth. Baby wipes continues to account for most value sales and also registered the highest value growth. Another strong…

In 2023, wipes in Georgia are witnessing a resurgence in volume sales growth following a decline over the review period amidst the COVID-19 pandemic. Notably, brand loyalty remains low as consumers prioritise affordability over brand recognition.…

In 2023, tissue and hygiene in Georgia sustained a stable performance, buoyed by consistent economic conditions, a burgeoning immigrant population, and a resurgence in pre-pandemic lifestyles. Despite encountering challenges such as dwindling birth…

The return to pre-pandemic lifestyles in 2023 has stimulated volume sales of retail tissue in Georgia. Despite this growth, there has been a decline in unit prices. In 2022, the price of cellulose surged, leading to significant increases in tissue…

Retail adult incontinence continued to exhibit stable volume sales growth in Georgia in 2023. However, the absence of prescription or reimbursement schemes for adult incontinence products remains a challenge. Consequently, consumers must either…

The sales of nappies, diapers, and pants in Georgia are strongly influenced by birth rates. Over the review period, there was a significant decrease in the birth rate in the country, and this trend continued into 2023. Consequently, while the volume…

In 2023, retail sales of menstrual care products in Georgia recorded substantial value growth. This value increase was largely driven by price increases, however, as volume growth was more muted. Inflationary pressures continued to be felt in the…

The surge in sales of away-from-home tissue and hygiene products in 2023 was primarily fuelled by the revival of tourism in Georgia. As international travel resumed, the demand for tissue products in hotels, restaurants, and other hospitality…

Toilet care in Georgia reported moderate volume growth in 2023. Toilet liquids/foam was the fastest growing category, as it has the widest product assortment with lower unit prices than most other categories of toilet care. Rising hygiene standards…

Surface care registered steady volume growth in 2023, supported in part by a stronger desire to maintain household cleanliness in Georgia. Modern retailers are also contributing to sales growth in surface care, with consumers looking for more…

Stable volume growth was registered by polishes, with the growth of modern retailing playing a key factor in its development. Georgians remain quite conservative and tend to purchase more generic home care products. Thus, polishes are not very…

Laundry care in Georgia remains heavily dominated by powder detergents, as these are more affordable than liquid detergents and tablets. Also, consumers believe that powder laundry detergents will last longer and clean better, making them a more…

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, with summer the high…

Georgia's economy and local currency witnessed stability in 2023, with positive effects on the performance of home care in 2023. The recovery of tourism had a strong impact on Georgia in general and improved employment levels, which has raised…

Dishwashing in 2023 faces steady retail volume growth, despite the high costs of living confronted by locals. Demand for hand dishwashing remains stable, with little change in the competitive landscape and product development somewhat limited. By…

Bleach is a traditional home care product in Georgia, that is widely known and used by locals. Price sensitivity has encouraged consumption of bleach in 2023 due to its low price per unit. Thus, bleach remains an attractive product among consumers…

Air care in Georgia faces moderate volume growth in 2023, with current value growth stimulated by rising retail prices. As in other categories, modern retail is the main catalyst for rising consumption of air care products in Georgia. Indeed, air…

Though value sales are still relatively low for sports drinks in Georgia, it is expected to register healthy volume growth in 2023, in what is an emerging product area. However, distribution is still limited and sports drinks are mainly sold in…

Soft drinks is expected to register healthy volume growth in 2023, despite continuing economic uncertainty as a result of Russia’s invasion of Ukraine. Geopolitical tensions in the region has led to a significant increase in the number of immigrants…

RTD tea is expected to continue on a healthy retail volume growth trajectory in 2023. Volume growth is even higher, and in the double digits, for foodservice channels, where an influx of recently-arrived immigrants from Ukraine, Russia and Belarus,…

Volume sales continue to be low for RTD coffee and in 2023, volume growth is expected to be muted. One factor holding back growth is the limited range of brands on offer and distribution is mainly through modern grocery retailers, with limited…

Juice is expected to register double-digit retail volume growth and even higher volume growth through foodservice channels. Foodservice in particular is buoyed by an increasing number of tourists, as well an influx of immigrants from Ukraine, Russia…

Energy drinks are increasingly popular in Georgia and in 2023 energy drinks are expected to register the highest volume growth of all soft drinks. The range of energy drinks on offer in also growing and this is supporting volume growth. Consumers…

Carbonates is expected to register healthy retail volume growth and even higher volume growth through foodservice channels. Foodservice in particular is buoyed by an increasing number of tourists, as well an influx of immigrants from Ukraine, Russia…

While retail volume growth is expected to be positive for bottled water in 2023, it is one of the weaker performers among soft drinks in 2023. Volume growth through foodservice channels is also significantly lower than for other soft drinks, though…

The picture is much rosier for tea than coffee in 2023, with healthy volume and constant value growth expected. Within foodservice, volume growth is even healthier, reaching the double-digits, and boosted by increasing numbers of foreign tourists, as…

Other hot drinks is expected to register healthy constant value and positive volume growth in 2023. Within foodservice, volume growth is very healthier, reaching the double-digits, and boosted by increasing numbers of foreign tourists, as well as an…

Hot drinks is expected to register moderate constant value growth in 2023, though volume sales are expected to decline, driven by a poor performance in coffee. Continuing economic uncertainty as a result of Russia’s invasion of Ukraine and high…

While coffee remains the most popular hot drink in Georgia in 2023, it is expected to register retail volume decline for the second year in a row. Significant price hikes is dampening volume sales, with consumes also trading down to cheaper brands.…

Staple foods has benefited from the slowdown in retail price inflation in 2023, supporting solid volume growth in 2023. This followed a challenging period in 2022 attributed to geopolitical tensions and macroeconomic challenges, which led to elevated…

Dried pasta is seeing steady volume growth in 2023, as it is an important staple food within the Georgian diet. Unit price growth has slowed after the surge witnessed in 2022, when rising costs of grain and flour were a key concern. This moderation…

Processed meat and seafood is witnessing slower volume growth in 2023, compared to previous years, with momentum driven by the recovery of tourism and some stabilization of price hikes. Nonetheless, price increases have had a negative impact on…

In 2023, shelf stable fruits and vegetables retained their position as the leading category within processed fruits and vegetables, in volume terms. Positive growth was also witnessed in shelf stable fruits and vegetables, primarily due to strong…

In 2023, breakfast cereals has maintained steady volume growth, aided by some moderation in unit prices. The category's enduring strength continues to stem from the prevailing convenience trend, as modern consumers place a premium on the ease and…

Baked goods is a key staple in Georgia due to the strong popularity of unpackaged leavened bread, which continues to post solid volume growth in 2023, despite rising prices. Demand for this product is supported by the fact that it is an essential…

In 2023, sweet spreads in Georgis is enjoying robust growth. The trend towards indulgent snacking plays a pivotal role in this upsurge. International brands, spearheaded by Ferrero’s iconic Nutella, followed by Krüger’s Nussa, have been at the…