Soft Drinks in Georgia

January 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks 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 the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Georgia?
  • To what extent are health considerations impacting consumption of Soft Drinks in Georgia?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Georgia?
  • Which are the leading brands in Soft Drinks in Georgia?
  • What potential exists for multinational or domestic soft drinks companies to expand in Georgia?
  • How are products distributed in Soft Drinks in Georgia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?

Soft Drinks in Georgia

EXECUTIVE SUMMARY

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

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025 Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025 Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Georgia

KEY DATA FINDINGS

2020 IMPACT

Foodservice closures cause severe fall in on-trade volumes
On-trade closures and lack of tourists have severe impact on non-cola carbonates
Non-cola carbonates showed the worst performance of all forms of carbonates. Traditional Georgian lemonades, such as Natakhtari, are more frequently consumed in the on-trade, which remained completely closed for a large portion of 2020. In addition, non-cola carbonates relies on tourists for much of its retail sales volumes, and foreign visitors were almost completely absent from Georgia for the last nine months of the year.
Cola carbonates fare marginally better with demand in the off-trade relatively stable

RECOVERY AND OPPORTUNITIES

Return to office working to boost on-trade volumes
Low calorie cola carbonates to continue to take share from regular cola carbonates
Demand for carbonates in e-commerce unlikely to grow

CATEGORY DATA

Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 35 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 36 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 39 Sales of Carbonates by Total Fountain On-trade: Volume 2015-2020 Table 40 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2015-2020 Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025 Table 49 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025 Table 50 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025

Juice in Georgia

KEY DATA FINDINGS

2020 IMPACT

Health properties help to boost demand in the off-trade
New brand launches help off-trade volumes to grow
Financial concerns lead consumers to choose cheaper juices in retail

RECOVERY AND OPPORTUNITIES

More sophisticated marketing to help unit prices to grow
Health benefits of 100% juice to bring stronger growth
Juice to weather the storm of COVID-19 with few difficulties

CATEGORY DATA

Table 51 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 52 Off-trade Sales of Juice by Category: Value 2015-2020 Table 53 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 54 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 55 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 56 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 57 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 58 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 59 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 60 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 61 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 62 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Georgia

KEY DATA FINDINGS

2020 IMPACT

Currency devaluation leads to higher unit prices
Lack of tourists an important factor behind huge decline of still spring bottled water
On-trade closures cause massive declines in bottled water consumption

RECOVERY AND OPPORTUNITIES

Borjomi to begin e-commerce sales of its bottled water brands
Returning tourists to help still spring bottled water to return to growth
Coca-Cola Bottlers Georgia to boost competition in bottled water

CATEGORY DATA

Table 63 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 64 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 65 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 66 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 68 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 69 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 70 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 71 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 72 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 73 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 74 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Georgia

KEY DATA FINDINGS

2020 IMPACT

Gym closures suppress demand for sports drinks
Sports drinks continue to suffer from lack of visibility in off-trade
Perception as a luxury item counts against sports drinks amid financial worries

RECOVERY AND OPPORTUNITIES

E-commerce sales of sports drinks likely to take off
Reopening of gyms to boost off-trade sales
Higher levels of disposable income to encourage the launch of new brands

CATEGORY DATA

Table 75 Off-trade Sales of Sports Drinks: Volume 2015-2020 Table 76 Off-trade Sales of Sports Drinks: Value 2015-2020 Table 77 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2019 Table 78 Off-trade Sales of Sports Drinks: % Value Growth 2017-2019 Table 79 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020 Table 80 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020 Table 81 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020 Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020 Table 83 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025 Table 84 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025 Table 85 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025 Table 86 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in Georgia

KEY DATA FINDINGS

2020 IMPACT

Increased off-trade sales soften the blow of big losses in the on-trade
Enduring popularity ensures that energy drinks continue to perform well in off-trade
Currency devaluation leads to growth in average unit prices

RECOVERY AND OPPORTUNITIES

Reopening of nightclubs to fuel on-trade recovery of energy drinks
Development of Coca-Cola Energy to provide further impetus to the category
Growing awareness of negative effects of energy drinks to limit growth

CATEGORY DATA

Table 87 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 88 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 89 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 90 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 91 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 92 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 93 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 95 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 96 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 97 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 98 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in Georgia

PROSPECTS

RTD Tea in Georgia

KEY DATA FINDINGS

2020 IMPACT

Reduced purchasing power slows down growth in RTD tea consumption
Currency devaluation leads to higher unit prices
Foodservice closures cause sharp drop in on-trade volumes

RECOVERY AND OPPORTUNITIES

New brands to maintain consumers’ interest in the category
Price promotions to maintain retail volumes in a challenging economy
Increasingly health-conscious consumers to switch to low-sugar brands

CATEGORY DATA

Table 99 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 100 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 101 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 102 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 103 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 104 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 105 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 106 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 107 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 108 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 109 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 110 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

RTD Coffee in Georgia

KEY DATA FINDINGS

2020 IMPACT

Reduced purchasing power slows down growth in RTD coffee consumption
Currency devaluation leads to higher unit prices
RTD coffee unaffected by on-trade closures and lack of tourists

RECOVERY AND OPPORTUNITIES

RTD coffee brands to remain a niche taste
Category to continue being represented only by imported products
Growth of supermarket chains to make leading brands more visible

CATEGORY DATA

Table 111 Off-trade Sales of RTD Coffee: Volume 2015-2020 Table 112 Off-trade Sales of RTD Coffee: Value 2015-2020 Table 113 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020 Table 114 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020 Table 115 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020 Table 116 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020 Table 117 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020 Table 118 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020 Table 119 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025 Table 120 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025 Table 121 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025 Table 122 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
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This report originates from Passport, our Soft Drinks research and analysis database.

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