Executive Summary

Mar 2019
PROSPECTS
Per capita consumption increases

The negative stigma regarding the use of nappies/diapers/pants is gradually wearing off in Georgia. In addition, with growing urbanisation, consumers are becoming busier and appreciate the convenience of these products.

Nappies/diapers/pants unit prices depend on currency fluctuations

Nappies/diapers/pants category is dominated by imports in Georgia. There is no local production, with prices therefore highly susceptible to the value of the Georgian currency.

Future development of nappies/diapers/pants affected by demography

Nappies/diapers/pants is expected to continue growing over the forecast period, fuelled by rising purchasing power and consumer awareness, especially in more rural areas. However, slow population growth and sluggish birth rates will stand behind weaker growth in nappies/diapers/pants over the forecast period.

COMPETITIVE LANDSCAPE
Diverse drivers

In 2018, most nappies/diapers/pants players continued to enjoy increases in retail value sales. However, this was not always due to increased demand.

Ontex retains its leading position

Ontex is expanding globally and continues to lead sales in Georgia due to the popularity of its Canbebe brand, which is positioned in the standard, new born and junior nappies/diapers categories. The major driver of Ontex’s success is affordable pricing.

Fierce competition

The share of other brands remains significant, with competition intense. The Procter & Gamble Co is close behind the leader with Pampers, one of the most recognised brands of nappies/diapers/pants.

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Nappies/Diapers/Pants in Georgia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Georgia?
  • What are the major brands in Georgia?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

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 Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Georgia - Category analysis

HEADLINES

PROSPECTS

Per capita consumption increases
Nappies/diapers/pants unit prices depend on currency fluctuations
Future development of nappies/diapers/pants affected by demography

COMPETITIVE LANDSCAPE

Diverse drivers
Ontex retains its leading position
Fierce competition

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Georgia - Industry Overview

EXECUTIVE SUMMARY

A number of factors contribute to tissue and hygiene growth
Currency devaluation aftermath
The Procter & Gamble Co leads tissue and hygiene
Traditional grocery retailers slowly giving way to modern grocery retailers
Positive performance expected over the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 22 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources