The pace at which other hot drinks is expected to continue to grow in volume terms within the forecast period will be similar that seen in the review period; therefore, there are no expectations that other hot drinks will emerge. The review period was quite poor for other hot drinks in terms of any marketing support; no activities were noticed in 2018, and there are no indications that the forecast period will be any different.
Over the forecast period, the average unit price for other hot drinks is expected to rise. As competition is not strong among players and other hot drinks are not considered to be products of major need, importers and retailers have space to increase unit prices.
Chocolate-based flavoured powder drinks is the only area of other hot drinks that is not negligible in Georgia. There are no promotions and very low product availability of any other areas beyond chocolate-based flavoured powder drinks.
Nestlé flavoured powder drink by Nestlé SA led off-trade value sales of other hot drinks in 2018. For many years before the review period, other hot drinks was dominated by cheaper products from former Soviet countries such as Ukraine and Russia.
Zolotoy Yarlyk from Krasny Oktyabr MKF OAO is one of the oldest brands in Georgian other hot drinks. A low price and reasonable quality kept it in the top three brands throughout the review period.
MacChocolate was one of the first launches positioned as hot chocolate in other hot drinks. The brand gained popularity before the review period and stood its ground quite firmly throughout 2013-2018.
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This industry report originates from Passport, our Hot Drinks market research database.