Sweet Biscuits, Snack Bars and Fruit Snacks in Georgia

PROSPECTS

Low availability and awareness lead to negligible sales of snack bars

The expansion of modern retail and improvements in the standard of living brought snack bars to the shelves of grocery retailers, and in some cases, although rarely, drugstores/parapharmacies. However, the presence of these products remains negligible and intermittent.

Processed fruit snacks is expected to see an outstanding performance

Processed fruit snacks is one of the smallest categories within sweet biscuits, snack bars and fruit snacks. However, it is expected to see the fastest growth in both volume terms and value terms at constant 2018 prices in the forecast period.

Sweet biscuits is not yet mature

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

The leader comes from sweet biscuits

Mondelez International led sweet biscuits, snack bars and fruit snacks in 2018, mainly thanks to its brands in sweet biscuits. The company maintains its leading position with the help of its wide product portfolio.

The development of fruit snacks will bring more visibility to local producers

The position of Georgian producers is already significant, although they are concentrated mostly in fruit snacks. The share structure is different from sweet biscuits, with fruit snacks facing more segmentation, with strong competition between multiple local manufacturers and importers.

Fragmentation is declining

Over the review period the share of “others”, which includes the shares of smaller companies, fell dramatically. This was due to the development of modern grocery retailers, as the retail market became less accessible to minor players.

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