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Country Report

Home Care in

Home Care in Georgia

Feb 2019

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Continued development within home care

The improving economy and recovering consumer purchasing power contributed to substantial current value growth within home care in Georgia in 2018. Changing consumer habits due to the continued shift in retail landscape indicate wider channel coverage for home care products.

Shift in consumer interest

Although performance in 2018 continued to be impacted by the 2017 currency devaluation, not all home care areas were affected. There was strong competition in some areas, thus forcing importers to fine-tune their mark-ups as a buffer to the higher price of imports.

International brands dominate

Home care in Georgia is largely represented by international and multinational companies. Due to extensive marketing activities and a long-standing presence, Procter & Gamble and Henkel continue to lead sales.

Modern grocery retailing steadily taking over home care distribution

The rapid development of modern grocery retailing in Georgia is resulting in a shift in consumer shopping habits. Home care product sales through modern grocery retailers are growing at the expense of traditional channels.

Positive outlook for home care

Home care is expected to continue posting current value growth over the forecast period, with sales being boosted by the stabilising economy and improving circumstances of local consumers, assuming there will be no major currency fluctuations. However, despite rising demand for better products, growing competition between importers and retail channels will limit unit price growth.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Georgia for free:

The Home Care in Georgia market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and 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:

What is the market size of Home Care in Georgia?
What are the major brands in Georgia?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Georgia?

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 Home Care market research database.

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Home Care in Georgia

EXECUTIVE SUMMARY

Continued development within home care

Shift in consumer interest

International brands dominate

Modern grocery retailing steadily taking over home care distribution

Positive outlook for home care

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Distribution of Home Care by Format: % Value 2013-2018
Table 7 Distribution of Home Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Home Care by Category: Value 2018-2023
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Georgia

HEADLINES

PROSPECTS

Air care sees healthy growth, boosted by car air fresheners

Health impact concerns not yet a major factor

Expansion of modern grocers supports format variety

COMPETITIVE LANDSCAPE

SC Johnson & Son brands remain popular among consumers

Shift towards new alternatives

Top brands competing for control within spray/aerosol area

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2013-2018
Table 11 Sales of Air Care by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Air Care: % Value 2014-2018
Table 13 LBN Brand Shares of Air Care: % Value 2015-2018
Table 14 Forecast Sales of Air Care by Category: Value 2018-2023
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Georgia

HEADLINES

PROSPECTS

Bleach records growth despite high maturity

Developing tourism to continue supporting bleach growth

Potential obstacles for future growth

COMPETITIVE LANDSCAPE

Procter & Gamble continues to dominate

Wide product offering and strong reputation key to success

Small players operating mainly in traditional retail

CATEGORY DATA

Table 16 Sales of Bleach: Value 2013-2018
Table 17 Sales of Bleach: % Value Growth 2013-2018
Table 18 NBO Company Shares of Bleach: % Value 2014-2018
Table 19 LBN Brand Shares of Bleach: % Value 2015-2018
Table 20 Forecast Sales of Bleach: Value 2018-2023
Table 21 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Georgia

HEADLINES

PROSPECTS

Likely increase in penetration of dishwashers to boost automatic dishwashing

Hand dishwashing prevails

Modern retailing gaining sales share at expense of traditional channels

COMPETITIVE LANDSCAPE

Fairy continues to lead dishwashing

High level of consolidation

Arrival of Carrefour could impact competitive landscape

CATEGORY INDICATORS

Table 22 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 23 Sales of Dishwashing by Category: Value 2013-2018
Table 24 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 25 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 26 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 27 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Georgia

HEADLINES

PROSPECTS

Value sales boosted by rising prices

Seasonality and tourism characterise home insecticides

Electric insecticides growing in popularity

COMPETITIVE LANDSCAPE

Home insecticides dominated by imports

Spray/aerosol remains most popular format

Shift towards new alternatives

CATEGORY DATA

Table 29 Sales of Home Insecticides by Category: Value 2013-2018
Table 30 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 32 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 33 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Georgia

HEADLINES

PROSPECTS

Modern grocery retailing drives growth

Imminent consolidation

Competition to pressure unit prices

COMPETITIVE LANDSCAPE

Procter & Gamble remains on top

No threat from local production

Uncovered potential in mature area

CATEGORY INDICATORS

Table 35 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 36 Sales of Laundry Care by Category: Value 2013-2018
Table 37 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 38 Sales of Laundry Aids by Category: Value 2013-2018
Table 39 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 40 Sales of Laundry Detergents by Category: Value 2013-2018
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 42 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 43 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 44 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 45 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 46 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 48 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Georgia

HEADLINES

PROSPECTS

Development of polishes in Georgia linked to currency fluctuation

Smaller areas showing positive signs

Gradual shift in distribution of polishes

COMPETITIVE LANDSCAPE

Polishes dominated by imports

No likelihood for entrance of new domestic players

Pronto continues to lead brand sales

CATEGORY DATA

Table 50 Sales of Polishes by Category: Value 2013-2018
Table 51 Sales of Polishes by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Polishes: % Value 2014-2018
Table 53 LBN Brand Shares of Polishes: % Value 2015-2018
Table 54 Forecast Sales of Polishes by Category: Value 2018-2023
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Georgia

HEADLINES

PROSPECTS

Improving economy and product awareness support growth

Gradual change in distribution and consumer habits

Positive outlook for surface care

COMPETITIVE LANDSCAPE

Unilever leads surface care in 2018

SC Johnson & Son not far behind

Competitiveness to increase in line with consumer brand awareness

CATEGORY DATA

Table 56 Sales of Surface Care by Category: Value 2013-2018
Table 57 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 58 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 60 NBO Company Shares of Surface Care: % Value 2014-2018
Table 61 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 62 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 63 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Georgia

HEADLINES

PROSPECTS

Retail modernisation boosting awareness of product variety

Diverse performance between urban and rural areas

Toilet care product diversification

COMPETITIVE LANDSCAPE

SC Johnson & Son leads toilet care

Emerging private label

Trust in private label ranges remains limited

CATEGORY DATA

Table 64 Sales of Toilet Care by Category: Value 2013-2018
Table 65 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 67 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 68 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 69 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Georgia

New Report Guarantee

Executive Summary

New Report Guarantee

Continued development within home care

Shift in consumer interest

International brands dominate

Modern grocery retailing steadily taking over home care distribution

Positive outlook for home care

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Georgia

EXECUTIVE SUMMARY

Continued development within home care

Shift in consumer interest

International brands dominate

Modern grocery retailing steadily taking over home care distribution

Positive outlook for home care

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Georgia

HEADLINES

PROSPECTS

Air care sees healthy growth, boosted by car air fresheners

Health impact concerns not yet a major factor

Expansion of modern grocers supports format variety

COMPETITIVE LANDSCAPE

SC Johnson & Son brands remain popular among consumers

Shift towards new alternatives

Top brands competing for control within spray/aerosol area

CATEGORY DATA

Bleach in Georgia

HEADLINES

PROSPECTS

Bleach records growth despite high maturity

Developing tourism to continue supporting bleach growth

Potential obstacles for future growth

COMPETITIVE LANDSCAPE

Procter & Gamble continues to dominate

Wide product offering and strong reputation key to success

Small players operating mainly in traditional retail

CATEGORY DATA

Dishwashing in Georgia

HEADLINES

PROSPECTS

Likely increase in penetration of dishwashers to boost automatic dishwashing

Hand dishwashing prevails

Modern retailing gaining sales share at expense of traditional channels

COMPETITIVE LANDSCAPE

Fairy continues to lead dishwashing

High level of consolidation

Arrival of Carrefour could impact competitive landscape

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Georgia

HEADLINES

PROSPECTS

Value sales boosted by rising prices

Seasonality and tourism characterise home insecticides

Electric insecticides growing in popularity

COMPETITIVE LANDSCAPE

Home insecticides dominated by imports

Spray/aerosol remains most popular format

Shift towards new alternatives

CATEGORY DATA

Laundry Care in Georgia

HEADLINES

PROSPECTS

Modern grocery retailing drives growth

Imminent consolidation

Competition to pressure unit prices

COMPETITIVE LANDSCAPE

Procter & Gamble remains on top