Sun Care in Georgia

PROSPECTS

Sun protection expected to remain the leading category

In 2017, value sales of sun care are dominated by sun protection, which is the most available and best-known to Georgian consumers. Sun protection is considered the best way to keep skin healthy when sunbathing.

Seasonality of using sun care is expected to expand over forecast period

Georgia is gradually becoming a popular destination for tourists. The growth in the number of tourists remained positive over the review period and is also expected to remain positive over the forecast period.

Devaluation affects sun care but low price elasticity is demonstrated

The devaluation of Georgian lari that was observed in 2014-2017 only affected the unit price of sun care that was imported. However, the category showed a specific character.

COMPETITIVE LANDSCAPE

Beiersdorf AG remains strong leader of sun care

Beiersdorf retained its value share throughout the review period. The major generator of its sales is Nivea Sun.

Development of baby and child-specific sun care may bring changes in share structure

Baby and child-specific sun care is a small but developing area of sun care. Consumers tend not to reduce their spending on products meant for their children.

Minor brands tend to disappear

Starting from 2014, the share of others began to fluctuate. The popularity of major brands in store-based retailing and activities of direct sellers is gradually oppressing the sales of minor brands in sun care.

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