The improving economic situation, resulting in rising consumer confidence and growing purchasing power, especially in urbanised areas, favourably impacted retailing in Georgia in 2018. The majority of fmcg products continued to develop, and this included tissue and hygiene value and volume sales.
Tissue and hygiene continued its positive performance, although growth was not all organic in 2018. With recent currency devaluations, development was fuelled by increased unit prices as Georgia relies heavily on imports.
Tissue and hygiene in Georgia is largely represented by international companies. Due to extensive marketing activities and its long-standing presence, The Procter & Gamble Co continues to lead the market.
Distribution of tissue and hygiene in Georgia is following overall retail trends in Georgia. With the rapid development of modern grocery retailers in the country, changes in consumer shopping habits are evident.
Retail value sales of tissue and hygiene are expected to continue growing over the forecast period, albeit at a lower rate than that of the review period when compared at constant 2018 rates. In the review period, sales were fuelled by sudden currency devaluation and consequently hikes in unit prices of imported products.
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This industry report originates from Passport, our Tissue and Hygiene market research database.