Premium Beauty and Personal Care in Georgia

PROSPECTS

Premium fragrances to be major generator of premium sales

The relatively low disposable incomes of Georgian consumers conditions the fact that premium fragrances remain the major contributors to the value size of overall premium beauty and personal care. The low demand does not allow for premium deodorants, premium skin care and premium sun care to expand dramatically.

Consumers recover after devaluation shock

The devaluation of local currency against the US dollar and the euro began at the end of 2014 and continued until 2017. Initially, this caused huge confusion among the local population.

Forecast period outlook is improvement on review period

Unlike mass products, premium beauty and personal care has plenty of categories that hold potential for further growth over the forecast period. With disposable incomes growing smoothly and the increasing availability of various premium products, there are many expansion opportunities, including for premium bath and shower, premium hair care, and premium skin care sets/kits.

COMPETITIVE LANDSCAPE

Fragrances is basis for premium beauty and personal care leaders

Leading premium beauty and personal care for 2017 were LVMH Moët Hennessy Louis Vuitton, Puig Rus and Procter & Gamble. Their leading positions are based on their performance in premium fragrances, the biggest area of premium beauty and personal care.

Share of others remains stable in 2017

For two consecutive years (2016 and 2017), the value share of others, minor players in premium beauty and personal care, witnessed stable growth, as the performance of premium products is attracting minor players. Such a performance is strengthening the development of colour cosmetics, fragrances and skin care within premium beauty and personal care.

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