Sweet Biscuits, Snack Bars and Fruit Snacks in Georgia

2021 DEVELOPMENTS

Lack of foreign tourists expected to temper recovery of fruit snacks

After experiencing a steep decline in 2020, fruit snacks is expected to record double-digit growth in retail volume sales in 2021. In addition to being popular choices for on-the-go or between-meals snacking, traditional Georgian fruit snacks like churchkhela and tklapi are usually served as desserts on celebratory occasions, particularly during winter holidays.

Sweet biscuits will continue to benefit from strong demand for unpackaged products

Having weathered the impact of COVID-19 better than most categories in 2020, sweet biscuits looks set to continue posting solid growth in retail volume and current value terms in 2021. A key contributor to the category’s resilience is the enduring popularity of unpackaged sweet biscuits.

Lari depreciation should enable domestic producers to gain ground

Local manufacturers are expected to strengthen their presence in sweet biscuits, snack bars and fruit snacks in 2021. This is partly because the recent depreciation of the Georgian lari has made domestic products even more price-competitive against imported brands, and consumers remain budget-conscious due to heightened economic uncertainty.

PROSPECTS AND OPPORTUNITIES

Protein/energy bars set to show the fastest development

Protein/energy bars is projected to be the most dynamic performer within sweet biscuits, snack bars and fruit snacks in retail volume and current value growth terms over the forecast period. While this is partly because sales are emerging from a very low base, the category should also benefit as rising health-consciousness and increasingly busy lifestyles among Georgians strengthen demand for more nutritious snack foods that are convenient for on-the-go consumption.

Health and wellness will be a focal point for innovation in fruit snacks

Thanks to the popularity of traditional Georgian product types such as churchkhela and tklapi among local consumers and foreign tourists alike, fruit snacks looks set to continue posting robust growth in retail volume and current value sales throughout the forecast period. The health and wellness trend will also help to sustain the expansion of the category, and should have a growing influence on competitive strategies within it.

More domestic producers expected to launch packaged sweet biscuits

Local sweet biscuits producers in Georgia still mainly offer unpackaged varieties. However, more of these players are expected to introduce packaged products over the forecast period to keep pace with changing consumer preferences and distribution trends.