Men's Grooming in Georgia

PROSPECTS

Traditional vs modern

Georgian men are somewhat traditional when it comes to men’s grooming products, opting mainly for fragrances and shaving products, whilst other men’s grooming categories were left somewhat neglected over the review period, with men relying on using family products. In 2018, with the rapid penetration of global fashion trends in the country, the number and variety of emerging products, such as premium men’s bath and shower products, deodorants and skin and hair care, saw dynamic growth in Georgia, although developing from a much smaller base.

Premium men’s grooming products expected to see the strongest performances

Awareness of the product variety and trends in men’s grooming developed significantly over the review period. Men’s grooming has reached a stage where consumers are already looking for specific value and interesting products, such as hair clays and pomades.

Currency volatility hinders volume growth

Despite higher interest in men’s grooming, current value growth in 2018 was not entirely in sync with the volume increase in the category. Current value growth was stronger than volume as a result of local currency volatility, as the recent devaluation of the Georgian lari was still felt in higher prices.

COMPETITIVE LANDSCAPE

Importers compete to offer better prices, but not all categories are equally affected

Men’s grooming has seen little interest from local manufacturers, as the category is dominated by international brands. The devaluation of the local currency against other major currencies resulted in the increasing prices of imported products from countries that did not face similar depreciation.

The Procter & Gamble Co maintains its lead

The Procter & Gamble Co maintained its firm lead in men’s grooming in value terms in 2018. The major brand for the company is Gillette in men’s shaving – which is also the biggest category within men’s grooming.

Direct sellers fail to attract the male audience

Men’s grooming is one of the few categories in which the presence of direct sellers is dependent on a different consumer segment – women. Although certain well-established brands in men’s grooming (such as Gillette, Bic and Nivea) are purchased more by men themselves in store-based retailers such as chemists/pharmacies and grocery retailers, the direct selling approach has much greater popularity amongst women in Georgia, who often purchase men’s grooming products for their spouses/sons, whereas men tend to avoid direct sellers.

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