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Learn moreNov 2019
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Improving quality and provenance were two trends which had a positive influence on the performance of hot drinks in Georgia in 2019. While an optimistic economy and increasing tourism encouraged higher foodservice volume growth for coffee in particular, and other hot drinks, with consumers visiting the increasing number of specific, coffee-orientated foodservice outlets, tea continued to be supported by the high number of ethnic Azerbaijanis in the country who are heavy consumers of this hot drink.
Rising unit prices were primarily linked to the devalued currency, which made many imports more expensive, leading to an improved performance by the largest category of coffee. The state has begun to impose stricter regulations on smaller local players which do not adhere to certain standards, leading to their closure, and fewer poor quality brands in circulation, while good quality global brands such as Carte Noire and Nescafé continued to gain ground.
The two largest players in coffee, primarily instant coffee, Jacobs Douwe Egberts and Nestlé SA, also retained their overall leadership of hot drinks in 2019. Brands from both companies have significantly contributed to the development of good quality coffee, gaining strong brand awareness through many years of television and outdoor advertising, supported by discounting and promotional campaigns in the continually evolving distribution channel of modern grocery retailers.
Although Georgians remain fairly conservative in their hot drinks preferences, continuing to primarily choose black tea, green tea, instant coffee and fresh coffee, they are gradually being influenced by global trends that are continuing to emerge in foodservice, which are filtering down to retail. Younger generations in particular are more open to new trends which they are exposed to through the media, with fruit/herbal tea gradually gaining ground on green tea, while tourists also have different demands which may influence what foodservice outlets choose to offer.
Hot drinks is predicted to record a stronger performance over the forecast period, in both retail current value and volume terms, and within foodservice. Trends that had begun to influence the market at the end of the review period will persist, as a positive economic outlook will instil a greater sense of confidence in consumers due to rising disposable incomes, leading to the search for premium quality products, or encouraging them to indulge by visiting foodservice outlets more frequently.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Hot Drinks 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 Hot Drinks industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Hot Drinks market research database.
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.