Executive Summary

Mar 2019
Soft drinks is far from maturity in Georgia in 2018

Despite further currency devaluation, consumers remain positive about the financial situation in the country. The GDP growth rate remains positive and people remain happy to spend on different soft drinks.

Growth in visitor numbers supports the rise of soft drinks in Georgia

There is steady growth in the number of foreign tourists visiting Georgia every year. The flow of visitors increases along with the rising temperatures from March-April, and continues throughout the summer, which leads to an increase in demand for soft drinks.

The dominance of international players continues

The top two companies within soft drinks remained stable throughout the review period in off-trade value terms. In 2018, The Coca-Cola Co and PepsiCo Inc led value sales of soft drinks in Georgia through Coca-Cola Bottlers Georgia and Iberia Refreshments respectively.

Consumers show enthusiasm for innovations with soft drinks

Bottled water continues to expand significantly in soft drinks, and is one of the major drivers of overall sales. The competition amongst players is increasingly strong.

Soft drinks set to see further significant growth in the forecast period

Soft drinks in Georgia is expected to continue to see growth in the forecast period. Many interesting developments and new product launches are expected.

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Soft Drinks in Georgia

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Georgia for free:

The Soft Drinks in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Georgia?
  • What are the major brands in Georgia?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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 Soft Drinks market research database.

Soft Drinks in Georgia

EXECUTIVE SUMMARY

Soft drinks is far from maturity in Georgia in 2018
Growth in visitor numbers supports the rise of soft drinks in Georgia
The dominance of international players continues
Consumers show enthusiasm for innovations with soft drinks
Soft drinks set to see further significant growth in the forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources

Bottled Water in Georgia

HEADLINES

PROSPECTS

Tourists maintain the growth of bottled water
No growth expected for bulk water or packages over 1.5 litres
Strong competition in carbonated bottled water

COMPETITIVE LANDSCAPE

IDS Borjomi Georgia remains the leader in bottled water
Nabeglavi from Healthy Water leads in brand terms
No minor company has yet managed to be successful

CATEGORY DATA

Table 31 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 32 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 33 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 34 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 35 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 36 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 37 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 39 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 41 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Georgia

HEADLINES

PROSPECTS

Growth is expected due to low health awareness amongst Georgians
Unit prices are expected to remain stable thanks to healthy competition
Tourism strongly affects sales of carbonates

COMPETITIVE LANDSCAPE

Coca-Cola Bottlers Georgia remains the leader in carbonates
Non-cola carbonates is led by Efes Georgia Lomisi
Newcomers see potential in carbonates

CATEGORY DATA

Table 43 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 44 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 45 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 46 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 47 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 48 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 49 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 50 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 51 Sales of Carbonates by Total Fountain On-trade: Volume 2013-2018
Table 52 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2013-2018
Table 53 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 54 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 55 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 56 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 57 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 58 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 59 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 60 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 61 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 62 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Georgia

PROSPECTS

Energy Drinks in Georgia

HEADLINES

PROSPECTS

The lack of strong health awareness maintains high growth
The growing competition pushes down the unit prices of energy drinks
On-trade expansion is not nearly as strong as off-trade

COMPETITIVE LANDSCAPE

Price is becoming a major factor for success
The growth of local producers
More local brands are expected to emerge

CATEGORY DATA

Table 63 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 64 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 65 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 66 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 67 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 68 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 69 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 70 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 71 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 72 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 73 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 74 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Georgia

HEADLINES

PROSPECTS

Local manufacturing supports price stability during currency fluctuations
Per capita consumption has further growth potential
Unit prices are set to fall as the competition increases

COMPETITIVE LANDSCAPE

Local production sees growth in 2018
A game-changer appears in juice
Sandora maintains its lead

CATEGORY DATA

Table 75 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 76 Off-trade Sales of Juice by Category: Value 2013-2018
Table 77 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 78 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 79 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 80 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 81 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 82 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 83 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 84 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 85 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 86 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Georgia

HEADLINES

PROSPECTS

Competition from other soft drinks categories keeps sales low
Modern grocery retailers is expected to keep sales alive
No future foreseen for on-trade RTD coffee

COMPETITIVE LANDSCAPE

A strong presence in retailers
Room for new launches
No presence of local manufacturers

CATEGORY DATA

Table 87 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 88 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 89 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 90 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 91 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 92 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 93 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 94 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 95 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 96 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 97 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 98 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Georgia

HEADLINES

PROSPECTS

Sugar-loving consumers maintain the growth of RTD tea in Georgia
The growth of modern grocery retailers boosts sales of RTD tea
The increasing competition will widen the flavour range offered

COMPETITIVE LANDSCAPE

The rising share of locally-manufactured products
Coca-Cola Bottlers Georgia remains dominant
Unilever Group sees a consistent share decline

CATEGORY DATA

Table 99 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 100 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 101 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 102 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 103 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 104 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 105 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 106 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 107 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 108 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 109 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 110 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Georgia

PROSPECTS