Executive Summary

Mar 2019
PROSPECTS
Changing fashion trends influence consumer choices in sanitary protection

As convenience, comfort and discretion become more important for women when choosing their sanitary protection products, consumers increasingly opt for less visible types of sanitary protection. This trend evolved throughout the review period, as the approach towards clothing among Georgian women gradually became more liberal and fashion orientated.

Active lifestyles boost demand for comfort and convenience

Convenience, comfort, and added value are becoming increasingly important to women in Georgia when choosing sanitary protection products. A growing number of women are interested in leading healthier, more active lifestyles, therefore driving demand for convenient sanitary products which provide adequate levels of comfort and protection.

Added value plays a role, while quality is in demand

Although numerous women in the country continue to use economy and mid-priced options, including standard towels, many females are shifting towards more premium products with qualities such as breathability, absorbency, odour neutralisation and dermatologically tested. The value segment and therefore standard towels are expected to continue to witness demand in the future, and many women will continue to look for cost-efficient options.

COMPETITIVE LANDSCAPE
The Procter & Gamble Co retains its lead

The Procter & Gamble Co remained the leading player within sanitary protection in Georgia in 2018. The company is well ahead of its competition mainly due to its popular and well-known Always brand, with its well-established customer base.

Stable competition

Company value shares remained relatively stable in 2018, mostly due to strong brand loyalty in sanitary protection. A range of innovative products, however, were launched during the review period, with competition remaining strong.

Product variety and innovation to lead sanitary protection

Given growing saturation and an expected decline in the population of women in the 12-54 age segment over the forecast period, GDP growth, innovation and product variety will play a role in supporting demand for and sales of sanitary protection in the country. Moreover, given demand for innovative sanitary protection, competition is expected to strengthen further.

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Sanitary Protection in Georgia

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Georgia?
  • What are the major brands in Georgia?
  • What are the key new product launches in the sanitary protection market?

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.

Sanitary Protection in Georgia - Category analysis

HEADLINES

PROSPECTS

Changing fashion trends influence consumer choices in sanitary protection
Active lifestyles boost demand for comfort and convenience
Added value plays a role, while quality is in demand

COMPETITIVE LANDSCAPE

The Procter & Gamble Co retains its lead
Stable competition
Product variety and innovation to lead sanitary protection

CATEGORY DATA

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