Juice in Georgia

PROSPECTS

Locally produced juices increasingly perceived as more natural

A growing number of Georgian consumers are opting for locally produced juices, regardless of slightly higher prices compared to imported alternatives. This can be attributed to the fact that there is a perception that locally produced juices are made with less chemical additives and are therefore healthier.

Further scope to boost per capita consumption

With an average annual per capita juice consumption of five litres, Georgia trails behind other Eastern European countries, with the average figure for the entire region standing at 17 litres. However, recent strong growth suggests that juice consumption in Georgia will continue to see further significant growth over the coming years.

Intensifying competition puts downwards pressure on unit prices

Competition between local manufacturers and importers remains strong, thus keeping unit prices more stable compared with other soft drinks categories in a situation where the local currency is fluctuating and devaluating against the US dollar and euro. Over the forecast period, the emerging nature of the category is expected to make competition even stronger and attract new players.

COMPETITIVE LANDSCAPE

Continued rise in domestic production

It is not difficult for local producers to maintain their strong positions in juice. Relatively low manufacturing costs compared with importers allow domestic operators to maintain higher mark-ups.

Chero looks to consolidate strong positioning with targeted positioning

Towards the end of the review period, a new important player in carbonates entered juice, with local manufacturer Kartuli Ludis Ko launching juices under its Chero brand. From the start, these were supported with extremely active advertising online and through media channels such as television.

Strong marketing ensures Sandora remains in pole position

Sandora, a subsidiary of PepsiCo Inc, continued to lead juice in off-trade value terms in 2019. The Sandora brand is one of the best-known among Georgian consumers and benefits from very strong distribution, being available both off-trade and on-trade.

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