Sweet Biscuits, Snack Bars and Fruit Snacks in Georgia

PROSPECTS

Traditional Georgian fruit snack churchkhela offers potential for growth

Developments in local manufacturing is resulting in a gradual increase in the share of locally produced products and hindering growth for imports. There is a potential for innovative packaged products to evolve in Georgia, particularly within traditional Georgian fruit snack churchkhela but also other dried fruit snacks.

Snack bars struggling due to limited health awareness and lack of tradition

While traditional fruit snacks offer a potential avenue of growth, snack bars have a very modern image and are also seeing growing availability. The expansion of modern retail and improvements in the standard of living brought snack bars to the shelves of a growing number of grocery retailers and some drugstores/parapharmacies during the review period.

Sweet biscuits not yet mature despite relatively strong sales

Sweet biscuits is the most developed and well-established category within sweet biscuits, snack bars and fruit snacks in Georgia. It has the longest presence and benefits from high awareness amongst consumers.

COMPETITIVE LANDSCAPE

Mondelez benefits from financial strength and wide range

Local brands see share growth thanks to Georgian appeal

The best performing local player in 2019 was Badagi LLC, which managed to gain further share. Its growth is aided by its positioning as a local player, with domestic heritage appealing strongly to many consumers.

Smaller companies struggle as modern grocery retailers expand

2019 saw the share of “others”, comprising numerous smaller companies, continue to decline. This was due to the development of modern grocery retailers.

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