Sun Care in Georgia

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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