The COVID-19 pandemic had a major impact on the Georgian economy. A significant drop in the local currency against the USD and euro resulted in shrinking disposable incomes.
Slim/thin/ultra-thin towels with wings are increasingly popular among consumers. Wide availability, strong advertising and convenience were all factors behind the popularity of the product, with convenience, comfort, and added value becoming increasingly important to women in Georgia when choosing sanitary protection products.
As convenience, comfort and discretion became more important for women when choosing their sanitary protection products, competitors that responded to these needs have performed well. Procter & Gamble remains the leading player, with its popular and well-known Always brand, supported by strong advertising and its well-established customer base.
The fact that products in this category are perceived as essential will ensure that sales do not decline significantly over the coming years. However, problems with disposable incomes will cause people to look for cheaper products, with retailers thus introducing discount campaigns.
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 dermatological-testing. Therefore, standard towels are expected to continue to witness demand in the future, and many women will continue to look for cost-efficient options.
Despite the impact of COVID-19, tampons remains the fastest growing area while slim/thin/ultra-thin towels without wings remains the fastest declining area. This result aligns with the fact that consumers continue to have a preference for comfort, convenience and quality, with the economic impacts of COVID-19 yet to significantly disrupt sales of sanitary protection in Georgia.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 Sanitary Protection research and analysis database.
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