Sun care experienced positive development in Georgia in 2018, due to growing awareness of the dangers of prolonged sun exposure, the influx of tourists, as well as inflated prices due to recent currency devaluation. The country’s local currency, with its floating exchange rate is highly dependent on the economic stability of its neighbours, and experienced waves of devaluation from 2014.
Record-breaking tourist arrivals, rising awareness regarding the dangers of sun exposure and the wide range of products available with various characteristics (child-specific, mists, sprays, anti-ageing) boosted the development of sun care in 2018. Furthermore, Georgian consumers are becoming increasingly interested in health, and educated on the risks posed by prolonged sun exposure, due to the growing health trend and consumers seeking information regarding sun exposure and wanting to protect themselves and their children from potential harm.
The development of modern retailing contributed to growth in the review period, with new brands and products becoming available through modern grocery retailers. This also led to growing consumer awareness of these products, deepening their knowledge of their benefits, and the health issues related to sun exposure, spread by assisted selling in chemists/pharmacies, which is also an important distribution channel.
Beiersdorf remained the absolute leader in sun care in value terms in 2018 – the company maintained its high value share throughout the review period. The main generator of sales is its Nivea Sun brand.
Baby and child-specific sun care is a small but developing category within sun care. Consumers are not likely to halt their spending on their children even with tighter budgets.
Although sun care products are widely available across various channels in Georgia, direct selling remains the main choice amongst consumers, mainly due to the overall popularity of this channel in the country, accessible prices and a wide range of products. Chemists/pharmacies is yet another leading channel for the distribution of sun care products, as consumers have a long-developed trust in these outlets.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Sun Care 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 Sun Care industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sun Care in Georgia market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Beauty and Personal Care market research database.