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Country Report

Home Care in

Home Care in Georgia

49 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

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

Home care in Georgia continues to see a positive performance

In 2017, home care in Georgia continued to record significant current value growth. Several factors contributed to such a performance, the major contributors being the improving economy and changing consumer habits.

Devaluation of local currency continues affecting some areas of home care

The rate of the Georgian lari against the US dollar and the euro continued to fluctuate and the currency devalued in 2017. That process began in 2014 and it gradually pushed up unit prices for home care products.

Marginal changes in share structure, but Procter & Gamble and Henkel AG & Co remain distinct leaders

In 2017, Procter & Gamble and Henkel AG & Co led value sales of home care in Georgia. These two companies were the first to enter the Georgian market after the Soviet period.

Traditional grocery retailing loses out within home care distribution

Home care distribution in Georgia is following the trends that are evolving within retailing in the country. Sales through modern grocery retailers are growing.

Positive performance by home care is expected to continue over the forecast period

Home care is expected to continue posting growth at constant 2017 prices over the forecast period, but at a lower rate than that posted over the review period. The decline in growth is not expected to be the result of lower demand.

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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

Home care in Georgia continues to see a positive performance

Devaluation of local currency continues affecting some areas of home care

Marginal changes in share structure, but Procter & Gamble and Henkel AG & Co remain distinct leaders

Traditional grocery retailing loses out within home care distribution

Positive performance by home care is expected to continue over the forecast period

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Distribution of Home Care by Format: % Value 2012-2017
Table 7 Distribution of Home Care by Format and Category: % Value 2017
Table 8 Forecast Sales of Home Care by Category: Value 2017-2022
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Georgia

HEADLINES

PROSPECTS

With stabilising growth of the car-owning population, car air fresheners is expected to expand more slowly compared to the review period

Expansion of modern grocery retailers is supporting the development of emerging areas of air care

The structure of air care products is expected to face a change by the end of the forecast period

COMPETITIVE LANDSCAPE

SC Johnson & Son leads air care in 2017

Small companies are expected to increase their value shares over the forecast period

Distinct leaders are present only in spray/aerosol air fresheners, while the rest remain strongly fragmented

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2012-2017
Table 11 Sales of Air Care by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Air Care: % Value 2013-2017
Table 13 LBN Brand Shares of Air Care: % Value 2014-2017
Table 14 Forecast Sales of Air Care by Category: Value 2017-2022
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Georgia

HEADLINES

PROSPECTS

Bleach records high current value growth despite the category’s maturity

Increasing number of tourists is expected to support volume growth of bleach

Obstacles to higher growth exist

COMPETITIVE LANDSCAPE

One-brand rule continues in bleach in 2017

Minor players are mainly present in traditional retailing channels

No changes in the share structure of bleach are expected

CATEGORY DATA

Table 16 Sales of Bleach: Value 2012-2017
Table 17 Sales of Bleach: % Value Growth 2012-2017
Table 18 NBO Company Shares of Bleach: % Value 2013-2017
Table 19 LBN Brand Shares of Bleach: % Value 2014-2017
Table 20 Forecast Sales of Bleach: Value 2017-2022
Table 21 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Georgia

HEADLINES

PROSPECTS

Probable growth in the number of dishwashing machines is expected to support the expansion of automatic dishwashing

Hand dishwashing’s value share of overall dishwashing is predicted to drop only a little over the forecast period

Independent small grocers to lose share quickly

COMPETITIVE LANDSCAPE

Procter & Gamble Co continues to be the clear leader of dishwashing in 2017

Werner & Mertz is the most dynamic company within dishwashing

Private label starts to appear within dishwashing

CATEGORY INDICATORS

Table 22 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 23 Sales of Dishwashing by Category: Value 2012-2017
Table 24 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 25 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 26 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 27 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Georgia

HEADLINES

PROSPECTS

Increasing number of tourists is expected to support growth of home insecticides

Growing awareness will further support growth of home insecticides

Many consumers prioritise electric insecticides

COMPETITIVE LANDSCAPE

Few players with significant shares are present in home insecticides

Spray/aerosol format dominates in 2017

Share structure of home insecticides is expected to change

CATEGORY DATA

Table 29 Sales of Home Insecticides by Category: Value 2012-2017
Table 30 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 31 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 32 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 33 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Georgia

HEADLINES

PROSPECTS

Change expected in distribution channels

Restructured distribution is predicted to bring about a more consolidated laundry care category

Average unit price is expected to drop

COMPETITIVE LANDSCAPE

No threat to the leadership of Procter & Gamble

No movement in local production

Changes in shares are expected as a result of growth of underdeveloped areas

CATEGORY INDICATORS

Table 35 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 36 Sales of Laundry Care by Category: Value 2012-2017
Table 37 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 38 Sales of Laundry Aids by Category: Value 2012-2017
Table 39 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 40 Sales of Laundry Detergents by Category: Value 2012-2017
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 42 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 43 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 44 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 45 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 46 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 48 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Georgia

HEADLINES

PROSPECTS

Polishes in Georgia is expected to record low growth over the forecast period, but this is mainly due to expected unit price growth

Regardless of category maturity, there is still a minor area of polishes that is expected to develop

Distribution of polishes is gradually changing

COMPETITIVE LANDSCAPE

Polishes is dominated by imports

Pronto from SC Johnson & Son strengthens its leadership in 2017

Stable company shares over the review period, but changes are possible over the forecast period

CATEGORY DATA

Table 50 Sales of Polishes by Category: Value 2012-2017
Table 51 Sales of Polishes by Category: % Value Growth 2012-2017
Table 52 NBO Company Shares of Polishes: % Value 2013-2017
Table 53 LBN Brand Shares of Polishes: % Value 2014-2017
Table 54 Forecast Sales of Polishes by Category: Value 2017-2022
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Georgia

HEADLINES

PROSPECTS

Growing awareness of surface care products is predicted to support steady growth of the overall category during the forecast period

Gradual change in distribution is evolving

Strong currency fluctuations are not expected to affect value sales of surface care products

COMPETITIVE LANDSCAPE

Unilever Group stands its ground in 2017

SC Johnson & Son ranks second in 2017 thanks to a wide portfolio

Third-ranked player shows strong growth

CATEGORY DATA

Table 56 Sales of Surface Care by Category: Value 2012-2017
Table 57 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 58 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 60 NBO Company Shares of Surface Care: % Value 2013-2017
Table 61 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 62 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 63 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Georgia

HEADLINES

PROSPECTS

Growing number of modern grocery retailers gradually increases the awareness of various toilet care products

Unit prices set to decline

The split between rural and urban areas in terms of toilet care products is expected to continue over the forecast period

COMPETITIVE LANDSCAPE

SC Johnson & Son leads toilet care and increases its value share in 2017

Procter & Gamble ranks second thanks to lower prices

Private label starts to appear

CATEGORY DATA

Table 64 Sales of Toilet Care by Category: Value 2012-2017
Table 65 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 66 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 67 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 68 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 69 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Georgia

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Executive Summary

New Report Guarantee

Home care in Georgia continues to see a positive performance

Devaluation of local currency continues affecting some areas of home care

Marginal changes in share structure, but Procter & Gamble and Henkel AG & Co remain distinct leaders

Traditional grocery retailing loses out within home care distribution

Positive performance by home care is expected to continue over the forecast period

Samples

Overview

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Table of Contents

Home Care in Georgia

EXECUTIVE SUMMARY

Home care in Georgia continues to see a positive performance

Devaluation of local currency continues affecting some areas of home care

Marginal changes in share structure, but Procter & Gamble and Henkel AG & Co remain distinct leaders

Traditional grocery retailing loses out within home care distribution

Positive performance by home care is expected to continue over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Georgia

HEADLINES

PROSPECTS

With stabilising growth of the car-owning population, car air fresheners is expected to expand more slowly compared to the review period

Expansion of modern grocery retailers is supporting the development of emerging areas of air care

The structure of air care products is expected to face a change by the end of the forecast period

COMPETITIVE LANDSCAPE

SC Johnson & Son leads air care in 2017

Small companies are expected to increase their value shares over the forecast period

Distinct leaders are present only in spray/aerosol air fresheners, while the rest remain strongly fragmented

CATEGORY DATA

Bleach in Georgia

HEADLINES

PROSPECTS

Bleach records high current value growth despite the category’s maturity

Increasing number of tourists is expected to support volume growth of bleach

Obstacles to higher growth exist

COMPETITIVE LANDSCAPE

One-brand rule continues in bleach in 2017

Minor players are mainly present in traditional retailing channels

No changes in the share structure of bleach are expected

CATEGORY DATA

Dishwashing in Georgia

HEADLINES

PROSPECTS

Probable growth in the number of dishwashing machines is expected to support the expansion of automatic dishwashing

Hand dishwashing’s value share of overall dishwashing is predicted to drop only a little over the forecast period

Independent small grocers to lose share quickly

COMPETITIVE LANDSCAPE

Procter & Gamble Co continues to be the clear leader of dishwashing in 2017

Werner & Mertz is the most dynamic company within dishwashing

Private label starts to appear within dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Georgia

HEADLINES

PROSPECTS

Increasing number of tourists is expected to support growth of home insecticides

Growing awareness will further support growth of home insecticides

Many consumers prioritise electric insecticides

COMPETITIVE LANDSCAPE

Few players with significant shares are present in home insecticides

Spray/aerosol format dominates in 2017

Share structure of home insecticides is expected to change

CATEGORY DATA

Laundry Care in Georgia

HEADLINES

PROSPECTS

Change expected in distribution channels

Restructured distribution is predicted to bring about a more consolidated laundry care category

Average unit price is expected to drop

COMPETITIVE LANDSCAPE

No threat to the leadership of Procter & Gamble