Packaged Food in Georgia

December 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Packaged Food 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.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Packaged Food 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.

The Packaged Food in Georgia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Packaged Food in Georgia?
  • Which are the leading brands in Packaged Food in Georgia?
  • How are products distributed in Packaged Food in Georgia?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Packaged Food?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Georgia?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Packaged Food in Georgia

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Foodservice takes a big hit in 2020, but traditional restaurants will benefit from their low prices and the enduring popularity of Georgian cuisine with both visitors and locals Modern establishments offering quick and easy meals gain ground, and the brunch concept sees growth in popularity Outlets with a nimble approach to online development have better life expectancy
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2015-2020 Table 6 Sales of Packaged Food by Category: Value 2015-2020 Table 7 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 8 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 9 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 10 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 11 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 12 Penetration of Private Label by Category: % Value 2015-2020 Table 13 Distribution of Packaged Food by Format: % Value 2015-2020 Table 14 Distribution of Packaged Food by Format and Category: % Value 2020 Table 15 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 16 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Edible Oils in Georgia

KEY DATA FINDINGS

2020 IMPACT

Olive oil gets a boost from healthy profiling, while local production emerges as imports are affected
Karva’s local profile and economy and premium brand positioning appeal to consumers across the spectrum
Well-established Oleina brand benefits from strong advertising and in-store positioning

RECOVERY AND OPPORTUNITIES

Locally produced olive oil will gain momentum as competition increases and consumers seek to support their local economy
Economic uncertainty will likely hamper innovation in edible oils in the short to medium term
Changing food preferences and health awareness will drive growth in olive oil in the future

CATEGORY DATA

Table 19 Sales of Edible Oils by Category: Volume 2015-2020 Table 20 Sales of Edible Oils by Category: Value 2015-2020 Table 21 Sales of Edible Oils by Category: % Volume Growth 2015-2020 Table 22 Sales of Edible Oils by Category: % Value Growth 2015-2020 Table 23 NBO Company Shares of Edible Oils: % Value 2016-2020 Table 24 LBN Brand Shares of Edible Oils: % Value 2017-2020 Table 25 Distribution of Edible Oils by Format: % Value 2015-2020 Table 26 Forecast Sales of Edible Oils by Category: Volume 2020-2025 Table 27 Forecast Sales of Edible Oils by Category: Value 2020-2025 Table 28 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025 Table 29 Forecast Sales of Edible Oils by Category: % Value Growth 2020-2025

Ready Meals in Georgia

KEY DATA FINDINGS

2020 IMPACT

Chilled ready meals benefit from convenience and perception as healthier alternatives in 2020
Demand rises as lifestyles accelerate, particularly among younger consumers
Grocery retailers contribute to increased popularity with wide presence and competitive prices

RECOVERY AND OPPORTUNITIES

Frozen pizza and chilled lunch kits set to see developments as they strive to compete against takeaway and food delivery services
Domestic players will go head to head with imported brands and seek to offer value for money
Fragmentation in ready meals is set to continue across the forecast period

CATEGORY DATA

Table 30 Sales of Ready Meals by Category: Volume 2015-2020 Table 31 Sales of Ready Meals by Category: Value 2015-2020 Table 32 Sales of Ready Meals by Category: % Volume Growth 2015-2020 Table 33 Sales of Ready Meals by Category: % Value Growth 2015-2020 Table 34 NBO Company Shares of Ready Meals: % Value 2016-2020 Table 35 LBN Brand Shares of Ready Meals: % Value 2017-2020 Table 36 Distribution of Ready Meals by Format: % Value 2015-2020 Table 37 Forecast Sales of Ready Meals by Category: Volume 2020-2025 Table 38 Forecast Sales of Ready Meals by Category: Value 2020-2025 Table 39 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025 Table 40 Forecast Sales of Ready Meals by Category: % Value Growth 2020-2025

Sauces, Dressings and Condiments in Georgia

KEY DATA FINDINGS

2020 IMPACT

Impact of loss of tourism on herbs and spices is mitigated by home cooking trend, which also boosts table sauces
Unilever leads thanks to its longstanding presence and advertising support
Maximum visibility and healthy positioning contribute to Marneuli’s strong performance

RECOVERY AND OPPORTUNITIES

Economic uncertainty will likely hamper innovation in the short term, while urbanisation and lifestyle trends will result in shifts towards packaged products
Georgian sauces, herbs and spices will suffer from loss of tourists in the short to medium term, but more home cooking can offset impact
Fragmentation set to continue as product variety becomes increasingly diverse

CATEGORY DATA

Table 41 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020 Table 42 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020 Table 43 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020 Table 44 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020 Table 46 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020 Table 47 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020 Table 48 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025 Table 49 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025 Table 50 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025 Table 51 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2020-2025

Sweet Spreads in Georgia

KEY DATA FINDINGS

2020 IMPACT

Domestic sweet spreads see some growth, but the climate remains fairly stagnant in 2020
Local players with affordable products benefit from home-made to packaged products shift
Nutella enjoys a high level of consumer awareness and support from advertising and promotion

RECOVERY AND OPPORTUNITIES

Penetration of modern grocery retailers contributes to demand for packaged honey at the expense of unpackaged varieties
Declining home production of jams and preserves benefits demand for packaged products
Sugar levels are not yet an issue for Georgian consumers, but increasing popularity of nut and seed based spreads may herald a change in attitude

CATEGORY DATA

Table 52 Sales of Sweet Spreads by Category: Volume 2015-2020 Table 53 Sales of Sweet Spreads by Category: Value 2015-2020 Table 54 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020 Table 55 Sales of Sweet Spreads by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Sweet Spreads: % Value 2016-2020 Table 57 LBN Brand Shares of Sweet Spreads: % Value 2017-2020 Table 58 Distribution of Sweet Spreads by Format: % Value 2015-2020 Table 59 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025 Table 60 Forecast Sales of Sweet Spreads by Category: Value 2020-2025 Table 61 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025 Table 62 Forecast Sales of Sweet Spreads by Category: % Value Growth 2020-2025

Soup in Georgia

KEY DATA FINDINGS

2020 IMPACT

Soup benefits from a wholesome and affordable image in economically constrained times
Foodservice volume plummets, but home consumption of soups rises during lockdown
Galina Blanca and Maggi benefit from strong penetration, consumer awareness and investment in promotion

RECOVERY AND OPPORTUNITIES

Tradition of home preparation and low consumer awareness limit potential for packaged soup
Imported products to remain dominant as low prices stifle potential for local soup products
Expansion of modern grocery stores will benefit soup sales during the forecast period

CATEGORY DATA

Table 63 Sales of Soup by Category: Volume 2015-2020 Table 64 Sales of Soup by Category: Value 2015-2020 Table 65 Sales of Soup by Category: % Volume Growth 2015-2020 Table 66 Sales of Soup by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of Soup: % Value 2016-2020 Table 68 LBN Brand Shares of Soup: % Value 2017-2020 Table 69 Distribution of Soup by Format: % Value 2015-2020 Table 70 Forecast Sales of Soup by Category: Volume 2020-2025 Table 71 Forecast Sales of Soup by Category: Value 2020-2025 Table 72 Forecast Sales of Soup by Category: % Volume Growth 2020-2025 Table 73 Forecast Sales of Soup by Category: % Value Growth 2020-2025

Baked Goods in Georgia

KEY DATA FINDINGS

2020 IMPACT

Bread industry helped by state initiatives and support from Kazakhstan, after previous poor gain yield in Russia
Consumers noted to switch to packaged products for hygiene reasons, however fresh bread traditions continue in rural areas
Puri Ltd maintains lead in fragmented category, as players step up their marketing efforts

RECOVERY AND OPPORTUNITIES

Stable unit prices in bread set to assist recovery of the industry towards onwards growth
Enhanced advertising becoming essential for players to stay in the game
Players adapt their offerings to meet changing consumer needs

CATEGORY DATA

Table 74 Sales of Baked Goods by Category: Volume 2015-2020 Table 75 Sales of Baked Goods by Category: Value 2015-2020 Table 76 Sales of Baked Goods by Category: % Volume Growth 2015-2020 Table 77 Sales of Baked Goods by Category: % Value Growth 2015-2020 Table 78 NBO Company Shares of Baked Goods: % Value 2016-2020 Table 79 LBN Brand Shares of Baked Goods: % Value 2017-2020 Table 80 Distribution of Baked Goods by Format: % Value 2015-2020 Table 81 Forecast Sales of Baked Goods by Category: Volume 2020-2025 Table 82 Forecast Sales of Baked Goods by Category: Value 2020-2025 Table 83 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025 Table 84 Forecast Sales of Baked Goods by Category: % Value Growth 2020-2025

Breakfast Cereals in Georgia

KEY DATA FINDINGS

2020 IMPACT

Breakfast cereals maintains growth, despite consumers cutting back on non-essential purchases
Muesli and granola continue to grow, thanks to healthy image and affordability
Lantmännen maintains lead with Start brand, thanks to strong distribution, high brand awareness and affordability

RECOVERY AND OPPORTUNITIES

Affordability will remain key to maintain sales and attract more private label entries
Ongoing consumer interest in muesli and granola expected to lead to future developments
Marketing efforts required to remain front-of-mind for consumers

CATEGORY DATA

Table 85 Sales of Breakfast Cereals by Category: Volume 2015-2020 Table 86 Sales of Breakfast Cereals by Category: Value 2015-2020 Table 87 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020 Table 88 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020 Table 89 NBO Company Shares of Breakfast Cereals: % Value 2016-2020 Table 90 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020 Table 91 Distribution of Breakfast Cereals by Format: % Value 2015-2020 Table 92 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025 Table 93 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025 Table 94 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025 Table 95 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2020-2025

Processed Meat and Seafood in Georgia

KEY DATA FINDINGS

2020 IMPACT

Processed meat and seafood remains robust in 2020, despite challenges from COVID-19
Processed seafood faces challenges from regional limitations, whilst meat substitutes remains negligible
Top players maintain status quo thanks to distribution strategies and price-to-quality ratios

RECOVERY AND OPPORTUNITIES

Biggest opportunities in processed meat: affordability, quality, and traditional values
Stricter quality controls set to inspire an organic trend with domestic producers
Trust trend for German-named products in meat and seafood set to continue

CATEGORY DATA

Table 96 Sales of Processed Meat and Seafood by Category: Volume 2015-2020 Table 97 Sales of Processed Meat and Seafood by Category: Value 2015-2020 Table 98 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020 Table 99 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020 Table 100 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020 Table 101 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020 Table 102 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020 Table 103 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025 Table 104 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025 Table 105 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025 Table 106 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2020-2025

Processed Fruit and Vegetables in Georgia

KEY DATA FINDINGS

2020 IMPACT

Shelf stable vegetables remain most significant category, thanks to affordability and convenience
Processed fruit remains traditionally unpopular, due to wide availability of fresh fruit all year round
Kula brand maintains top place despite losing shares, as second-placed Coopoliva edges closer

RECOVERY AND OPPORTUNITIES

Shelf stable vegetables and frozen potatoes set to remain popular mainstays over the forecast period
Unpackaged variants remain unable to compete, compounded by COVID-19
Strong advertising remains key to build brand trust

CATEGORY DATA

Table 107 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020 Table 108 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020 Table 109 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020 Table 110 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020 Table 111 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020 Table 112 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020 Table 113 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020 Table 114 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025 Table 115 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025 Table 116 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025 Table 117 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025

Rice, Pasta and Noodles in Georgia

KEY DATA FINDINGS

2020 IMPACT

Rice and pasta see subsidised investment to keep prices and volume sales stable
Rice, pasta and noodles bucks the packaged trend, with unpackaged variants popular for their cheaper prices
Anakom maintains overall lead and tops the noodles list, whereas pasta and rice remain generic and based on price

RECOVERY AND OPPORTUNITIES

Benefits of basic fare set to keep growth steady over forecast period
Packaged players face challenges from significantly cheaper unpackaged variants
Importance of branding in noodles may attract other players

CATEGORY DATA

Table 118 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020 Table 119 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020 Table 120 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020 Table 121 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020 Table 122 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020 Table 123 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020 Table 124 NBO Company Shares of Rice: % Value 2016-2020 Table 125 LBN Brand Shares of Rice: % Value 2017-2020 Table 126 NBO Company Shares of Pasta: % Value 2016-2020 Table 127 LBN Brand Shares of Pasta: % Value 2017-2020 Table 128 NBO Company Shares of Noodles: % Value 2016-2020 Table 129 LBN Brand Shares of Noodles: % Value 2017-2020 Table 130 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020 Table 131 Distribution of Rice by Format: % Value 2015-2020 Table 132 Distribution of Pasta by Format: % Value 2015-2020 Table 133 Distribution of Noodles by Format: % Value 2015-2020 Table 134 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025 Table 135 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025 Table 136 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025 Table 137 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025

Packaged Food

In packaged food we consider two aspects of food sales: 1) Retail sales. 2) Foodservice. Retail sales is defined as sales through establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. This excludes hotels, restaurant, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition EXCLUDES the purchase of food products from foodservice outlets for consumption off-premises, eg impulse confectionery bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. Foodservice sales is defined as sales to consumer foodservice outlets that serve the general public in a non-captive environment. Outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semicaptive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. 1) Retail refers to units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. 2) Leisure refers to units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. 3) Travel refers to units located in based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Beyond the scope of the foodservice research are captive foodservice units that serve captive populations around institutions such as hospitals, schools, and prisons. This is also known as institutional sales.

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This report originates from Passport, our Packaged Food research and analysis database.

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