Overall retail volume and current value growth rates for sugar confectionery are expected to pick up in 2021. As the threat from COVID-19 recedes and the economic picture in Georgia brightens, most categories should experience stronger demand thanks to improvements in consumer confidence and purchasing power.
Demand for unpackaged sugar confectionery has been falling in Georgia for a number of years, and this is expected to remain the case in 2021. While increased hygiene-consciousness since the beginning of the COVID-19 pandemic has reinforced this trend, it is primarily driven by longer-term factors.
While COVID-19 restrictions did not have a major impact on freight transport within Georgia in 2020, pandemic-related disruption made it harder for some importers to bring products into the country. Roshen Kondyterska Korporatsia was among the companies that experienced supply chain problems, which contributed to a decline in its sugar confectionery value share and saw it lose the leading position in the category to domestic producer Barambo.
Medicated confectionery is expected to show the fastest growth in retail volume and current value sales over the forecast period. While this is partly because demand is emerging from a comparatively low base, the category’s performance will also be lifted by the increasing penetration of modern grocery retailers in Georgia, as these products are mainly sold via supermarkets, hypermarkets, convenience stores etc.
Local producers like Barambo and Sweet Country Ltd look set to continue gaining ground in sugar confectionery over the forecast period. In the short-to-medium term, such companies will benefit from the fact that more consumers are now consciously choosing to buy domestic brands to help the Georgian economy recover from the impact of COVID-19.
The declining trend in unpackaged sugar confectionery consumption is expected to continue throughout the forecast period. Increasingly busy lifestyles will make Georgians more likely to favour packaged products for reasons of convenience, while unpackaged varieties will become less widely available as modern grocery retailers continue to gain ground at the expense of their traditional counterparts.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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