Executive Summary

Jun 2019
PROSPECTS
Sun care sees faster value growth than volume growth

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.

Growth in tourism has a positive effect on sun care

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.

Growing awareness and availability will continue to fuel growth

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.

COMPETITIVE LANDSCAPE
Beiersdorf leads sun care in Georgia

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 on the rise

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.

Direct selling is the most popular distribution channel

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.

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Sun Care in Georgia

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Overview

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:

  • 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  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sun Care in Georgia?
  • What are the major brands in Georgia?
  • What is the most common sun protection factor?
  • How are sales of self-tanners performing?

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 Beauty and Personal Care market research database.

Sun Care in Georgia - Category analysis

HEADLINES

PROSPECTS

Sun care sees faster value growth than volume growth
Growth in tourism has a positive effect on sun care
Growing awareness and availability will continue to fuel growth

COMPETITIVE LANDSCAPE

Beiersdorf leads sun care in Georgia
Baby and child-specific sun care is on the rise
Direct selling is the most popular distribution channel

CATEGORY DATA

Table 1 Sales of Sun Care by Category: Value 2013-2018
Table 2 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 3 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Sun Care: % Value 2014-2018
Table 5 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 7 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 8 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Georgia - Industry Overview

EXECUTIVE SUMMARY

Economic development leads to higher spending on beauty and personal care
The volatile currency hinders volume growth
The Procter & Gamble Co leads beauty and personal care
The development of modern retailing threatens traditional channels
A positive outlook for beauty and personal care

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources