Laundry care showed healthy growth in 2020, remaining one of the largest categories in home care in Georgia in retail volume and current value terms. During the year retailers responded to the worsening economic climate with large discounts and other promotions, thus attracting consumers to products on offer and helping to boost volume sales increases in particular.
Eco-friendly products saw their share of sales increase in 2020. Brands became more widely available during the year, and awareness of them among Georgian consumers continued to grow.
While households continued to purchase laundry care products as normal during 2020, the closure of schools, universities, restaurants and hotels for several months had a negative impact on B2B sales of laundry care products. Traditional grocery retailers, although losing sales share, continued to lead distribution of laundry care in 2020.
It is likely that brands will try to attract new consumers during the forecast period, by launching new products in different sizes - and at different prices - that appeal to various demographics. Although still a relatively small category, fabric softeners continued to record strong retail current value growth in 2020, with two major brands competing intensely to lead the category.
As Georgia recovers from the effects of the COVID-19 pandemic, levels of disposable income are expected to grow slightly in the coming years. This will support healthy current value growth in laundry care during the forecast period.
During the forecast period, Georgian consumers’ growing demand for products that offer convenience is likely to bring about growth in washing machine ownership. In turn this will stimulate volume growth in standard powder and standard liquid detergents.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Laundry Care industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Laundry Care industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Laundry Care research and analysis database.
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 Page