An increasing number of shopping centres in Georgia, and especially in the capital, is starting to support slow but stable growth of underdeveloped categories. The brightest examples are home improvement and gardening stores, and jewellery and watch specialist retailers.
Several central streets in urban areas of Georgia were the main focus for non-grocery specialists for decades, including in the first half of the review period; however, the take-off of shopping centres resulted in a change in development. The distant locations of newly built shopping centres enabled retailers to cut down on rent expenses, which appeared to be a strong trigger for developing the shopping centre concept in Georgia.
With the channel of chemists/pharmacies having entered maturity, its value share within non-grocery specialists is set to decline. With stabilisation of the local currency against the US dollar and the euro and also gradually increasing disposable incomes, Georgians are expected to increase their expenditure on products considered less basic, such as clothes, electronics, leisure and personal goods.
In the first half of 2016, Georgian Healthcare Group acquired two significant players within health and beauty specialist retailers. Pharmadepot and GPC are leading brands not only within health and beauty specialist retailers, but also in overall non-grocery specialists, reaching rankings of third and fourth in value terms in 2017.
As a result of the Georgian Healthcare Group acquisitions, Aversi Pharma Co slipped to second position in 2017. However, the Aversi chain is still the biggest in non-grocery specialists.
With the strengthened desire of consumers for branded clothes, the space for competition is increasing gradually. Fewer Georgians are keen on wearing unbranded products from bazaars; however, due to low disposable incomes, not many can afford expensive brands, which resulted in the planned appearance of a H&M store in Georgia by September 2017.
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Understand the latest market trends and future growth opportunities for the Non-Grocery Retailers industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Non-Grocery Retailers research and analysis database.
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