Competitive Landscape
Leading Manufacturers Strengthen Positions Amid Shifting Brand Shares
The sun care landscape in Georgia is moderately concentrated, with the top two manufacturers, Beiersdorf AG and L'Oréal Groupe, collectively commanding 45% of the retail sales value in 2025. Beiersdorf AG holds a 27% share, maintaining its lead since 2020 despite a slight downward trend from 31% in 2020.
Consumer Trust and Product Innovation Drive Growth Opportunities
Beiersdorf AG’s enduring leadership is supported by Nivea’s reputation as the default, safe choice for a wide consumer base, including families purchasing sunscreen for the holidays. This trusted brand equity creates a strong barrier to entry and fosters loyalty, especially in mass-market channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Sun Care industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sun Care industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sun Care in Georgia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sun Care in Georgia?
- Which are the leading brands in Georgia?
- How are products distributed in Georgia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Sun Care in Georgia - Category analysis
Key Data Insights
Sun Care Summary
Steady Growth in Sales Driven by Consumer Awareness and Economic Expansion
Adult Products Dominate Sales, While Baby Sun Care Expands Rapidly
Brands Leverage Clean, Convenient Formulations to Meet Consumer Demands
Growing Awareness about Sun Damage Drives Sun Care's Steady Expansion
Adult Sun Care to Leads Sales, While Baby Products Set to Gain Momentum
Pharmacies and Dermocosmetics Reshape Sun Care with Clean, Convenient Innovations
Leading Manufacturers Strengthen Positions Amid Shifting Brand Shares
Consumer Trust and Product Innovation Drive Growth Opportunities
Health and Beauty Specialists Lead Sales, Supported by Pharmacies' Omnichannel Approach
Rapid Expansion of Retail E-Commerce Reshapes Consumer Buying Habits
Beauty and Personal Care in Georgia - Industry Overview
2025 Developments
Key Data Insights
Georgian Consumers’ Rising Awareness and Retail Evolution Fuel Sales Growth
Hair Care and Fragrances Lead Sales, While Colour Cosmetics Expands Rapidly
Retailers’ Exclusive Discount Brands and Natural, Health-Focused Products Shape Consumption
Omnichannel Retail Expansion and Consumer Awareness Accelerate Growth
Fragrances to Lead Sales, While Growing the Fastest
Retail Innovation and Ingredient Transparency Reshape Competition and Consumer Loyalty
Leading Manufacturers Strengthen Their Positions through Multipolar Strategies
Mass Brands Leverage Price Competition and Influencer Marketing to Drive Growth
Health and Beauty Specialists Expand Physical Presence, While Convenience Retail Gains Momentum
Psp Pharmacy Pioneers Digital Delivery Innovation, Enhancing Customer Trust
E-Commerce Accelerates, Driven by Convenience and Digital Innovation
Country Reports Disclaimer
The following categories and subcategories are included:
Sun Care
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
Sun Care
This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.
See all of our definitionsWhy 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 report originates from Passport, our Sun Care research and analysis database.
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