Whilst soup is set to see growth in both current retail and volume terms in 2021, packaged soup as a product area as a whole has a small customer base as most local consumers prefer home-made soup prepared with fresh vegetables. Most packaged soups available on store shelves in Georgia are perceived to be unhealthy by the local population, containing additives and unhealthy oils one would not use when preparing soup from scratch at home.
Quarantine and the closure of foodservice establishments in the Czech Republic during the COVID-19 pandemic had a positive impact on soup consumption, with retail volume and value sales seeing an increase as a result. Soup is relatively healthy, cheap and quick to prepare, and it therefore has broad appeal with consumers.
Both Galina Blanca and Maggi saw strong promotion towards the end of the review period, supported by outdoor and television advertising campaigns. Both brands are already familiar to Georgian consumers due to their presence in other packaged food categories such as sauces, dressings and condiments, where they offer bouillon, and they are set to lead the field in soups in 2021 as a result.
For most Georgian consumers, soup is usually prepared at home by boiling various types of vegetables and meat. Consequently, soup is considered a healthy and affordable meal option, and as a result, few people seek packaged alternatives such as shelf-stable, chilled or dehydrated soup.
Local production has not gained a significant position as the popularity and low prices of imported products stifle the potential for small-scale local production to evolve. However, there have been intermittent attempts by Nikora to establish its brand in soups.
The increasingly busy lifestyles of Georgian consumers will further contribute to the demand for packaged soup in coming years, as they look for traditional meal solutions with greater convenience. A factor that is expected to enhance sales of packaged soup is the ongoing expansion of modern grocery retailers in the country and increased competition in the retail environment.
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Understand the latest market trends and future growth opportunities for the Soup industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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Soups is the aggregation of dried (dehydrated formats), shelf stable and chilled and frozen soups. Includes: Ready-made, pre-packaged soup, regardless of format. Excludes: Liquid stocks and or stock/bouillon cubes. These are tracked in sauces, dressings and condiments, under cooking ingredients. Herbal soup mixes common in Asia are also excluded.See All of Our Definitions
This report originates from Passport, our Soup research and analysis database.
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