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Country Report

Home Care in

Home Care in Georgia

Feb 2020

US$2,650

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Executive Summary

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Further growth for home care

The improving economy and recovering consumer purchasing power contributed to accelerating current value growth within home care in Georgia in 2019. Changing consumer habits due to the continued shift in the retail landscape indicate wider channel coverage for home care products.

Shift in consumer interest

Although performance in 2019 continued to be impacted to some extent by the 2017 currency devaluation, intense competition in some categories forced importers to fine tune their mark-ups as a buffer to the higher prices of imports. Moreover, leading brands have been working to educate consumers about task-specific products, thus raising awareness of wider variety and emphasising improved final results.

International brands dominate

Home care in Georgia is largely represented by international and multinational companies. Due to extensive marketing activities and their long-standing presence, The Procter & Gamble Co and Henkel continued to lead sales in 2019.

Modern grocery retailers steadily taking share in 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 to record good current value growth over the forecast period, with sales boosted by the stabilising economy and improving circumstances of local consumers, assuming there are no major currency fluctuations. However, despite rising demand for better products, growing competition between importers and retail channels will likely 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

Further growth for home care

Shift in consumer interest

International brands dominate

Modern grocery retailers steadily taking share in home care distribution

Positive outlook for home care

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Distribution of Home Care by Format: % Value 2014-2019
Table 7 Distribution of Home Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Home Care by Category: Value 2019-2024
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Georgia

HEADLINES

PROSPECTS

Counterfeit products remain an issue as consumers seek to save money

Carpets are not popular in Georgia, leading to weak demand for carpet cleaners

Modern grocery retailing drives growth

COMPETITIVE LANDSCAPE

The Procter & Gamble Co remains on top

Intense competition in fabric softeners

Bagi extends its share

CATEGORY INDICATORS

Table 10 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2014-2019
Table 12 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 13 Sales of Laundry Aids by Category: Value 2014-2019
Table 14 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 15 Sales of Laundry Detergents by Category: Value 2014-2019
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 17 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 18 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 19 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 20 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 21 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 23 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Georgia

HEADLINES

PROSPECTS

Likely increase in penetration of dishwashers to boost automatic dishwashing

Hand dishwashing prevails

Modern grocery retailers gains share

COMPETITIVE LANDSCAPE

Fairy extends its lead

Frosch continues to lose share in automatic dishwashing

Bagi continues to gain share in automatic dishwashing

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2014-2019
Table 27 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 29 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 30 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Georgia

HEADLINES

PROSPECTS

Surface care remains a small category despite strong growth in 2019

Gradual change in distribution and consumer habits

Multi-purpose cleaners remain popular

COMPETITIVE LANDSCAPE

Unilever Group extends its lead

SC Johnson & Son not far behind

Sanita fails to recover its loss in share

CATEGORY DATA

Table 32 Sales of Surface Care by Category: Value 2014-2019
Table 33 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 36 NBO Company Shares of Surface Care: % Value 2015-2019
Table 37 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 38 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 39 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Georgia

HEADLINES

PROSPECTS

Low prices trump environmental concerns around bleach

Growing tourism and widespread availability support growth

Strong presence of counterfeit products

COMPETITIVE LANDSCAPE

The Procter & Gamble Co retains its strong lead

ABC continues to gain share with its low pricing model

Sanfor continues to lose ground

CATEGORY DATA

Table 40 Sales of Bleach: Value 2014-2019
Table 41 Sales of Bleach: % Value Growth 2014-2019
Table 42 NBO Company Shares of Bleach: % Value 2015-2019
Table 43 LBN Brand Shares of Bleach: % Value 2016-2019
Table 44 Forecast Sales of Bleach: Value 2019-2024
Table 45 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Georgia

HEADLINES

PROSPECTS

Diverse performance between urban and rural areas

ITBs begin to emerge

Toilet care product diversification

COMPETITIVE LANDSCAPE

SC Johnson & Son extends its lead in toilet care

Chirton gains share with its low-price strategy

Tofix continues to lose share

CATEGORY DATA

Table 46 Sales of Toilet Care by Category: Value 2014-2019
Table 47 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 48 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 49 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 50 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 51 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Georgia

HEADLINES

PROSPECTS

Metal polish records strong growth due to the increasing popularity of metal furniture

Floor and shoe polish remain popular

Floor polish gradually losing popularity

COMPETITIVE LANDSCAPE

Pronto extends its lead in polishes

Chirton continues to expand its share

Rain Bow set to bow out

CATEGORY DATA

Table 52 Sales of Polishes by Category: Value 2014-2019
Table 53 Sales of Polishes by Category: % Value Growth 2014-2019
Table 54 NBO Company Shares of Polishes: % Value 2015-2019
Table 55 LBN Brand Shares of Polishes: % Value 2016-2019
Table 56 Forecast Sales of Polishes by Category: Value 2019-2024
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Georgia

HEADLINES

PROSPECTS

Health impact concerns not yet a major factor in air care

Car air fresheners continue to boost value growth

Weaker growth for candle air fresheners

COMPETITIVE LANDSCAPE

Top brands compete for control in air care

Areon continues to gain share in car air fresheners

The Procter & Gamble Co is weak in air care

CATEGORY DATA

Table 58 Sales of Air Care by Category: Value 2014-2019
Table 59 Sales of Air Care by Category: % Value Growth 2014-2019
Table 60 NBO Company Shares of Air Care: % Value 2015-2019
Table 61 LBN Brand Shares of Air Care: % Value 2016-2019
Table 62 Forecast Sales of Air Care by Category: Value 2019-2024
Table 63 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Georgia

HEADLINES

PROSPECTS

Seasonality and tourism characterise home insecticides

Value sales boosted by rising prices as well as increasing consumption

Electric insecticides growing in popularity

COMPETITIVE LANDSCAPE

Home insecticides dominated by imports

Raptor continues to take share

Smaller brands perform well

CATEGORY DATA

Table 64 Sales of Home Insecticides by Category: Value 2014-2019
Table 65 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 66 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 67 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 68 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Home Care in Georgia

New Report Guarantee

Executive Summary

New Report Guarantee

Further growth for home care

Shift in consumer interest

International brands dominate

Modern grocery retailers steadily taking share in 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

Further growth for home care

Shift in consumer interest

International brands dominate

Modern grocery retailers steadily taking share in home care distribution

Positive outlook for home care

MARKET INDICATORS

MARKET DATA

SOURCES

Laundry Care in Georgia

HEADLINES

PROSPECTS

Counterfeit products remain an issue as consumers seek to save money

Carpets are not popular in Georgia, leading to weak demand for carpet cleaners

Modern grocery retailing drives growth

COMPETITIVE LANDSCAPE

The Procter & Gamble Co remains on top

Intense competition in fabric softeners

Bagi extends its share

CATEGORY INDICATORS

CATEGORY DATA

Dishwashing in Georgia

HEADLINES

PROSPECTS

Likely increase in penetration of dishwashers to boost automatic dishwashing

Hand dishwashing prevails

Modern grocery retailers gains share

COMPETITIVE LANDSCAPE

Fairy extends its lead

Frosch continues to lose share in automatic dishwashing

Bagi continues to gain share in automatic dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Surface Care in Georgia

HEADLINES

PROSPECTS

Surface care remains a small category despite strong growth in 2019

Gradual change in distribution and consumer habits

Multi-purpose cleaners remain popular

COMPETITIVE LANDSCAPE

Unilever Group extends its lead

SC Johnson & Son not far behind

Sanita fails to recover its loss in share

CATEGORY DATA

Bleach in Georgia

HEADLINES

PROSPECTS

Low prices trump environmental concerns around bleach

Growing tourism and widespread availability support growth

Strong presence of counterfeit products

COMPETITIVE LANDSCAPE

The Procter & Gamble Co retains its strong lead

ABC continues to gain share with its low pricing model

Sanfor continues to lose ground

CATEGORY DATA

Toilet Care in Georgia

HEADLINES

PROSPECTS

Diverse performance between urban and rural areas

ITBs begin to emerge

Toilet care product diversification

COMPETITIVE LANDSCAPE