Tissue and Hygiene in Georgia

March 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Georgia?
  • Which are the leading brands in Tissue and Hygiene in Georgia?
  • How are products distributed in Tissue and Hygiene in Georgia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Tissue and Hygiene in Georgia

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene
COVID-19 country impact
Company response
Retailing shift
What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2015-2020 Table 2 Infant Population 2015-2020 Table 3 Female Population by Age 2015-2020 Table 4 Total Population by Age 2015-2020 Table 5 Households 2015-2020 Table 6 Forecast Infant Population 2020-2025 Table 7 Forecast Female Population by Age 2020-2025 Table 8 Forecast Total Population by Age 2020-2025 Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020 Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020 Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020 Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020 Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Georgia

KEY DATA FINDINGS

2020 IMPACT

Global pandemic results in major drop in consumer purchasing power
Manufacturers respond to rising demand for comfort and convenience
Procter & Gamble leverages extensive product offer to remain in pole position

RECOVERY AND OPPORTUNITIES

Essential nature of sanitary protection supports sales
Consumer price sensitivity driving demand for economy products
Rising demand for higher quality and convenience

CATEGORY DATA

Table 18 Retail Sales of Sanitary Protection by Category: Value 2015-2020 Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020 Table 20 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020 Table 21 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020 Table 22 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025 Table 23 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Georgia

KEY DATA FINDINGS

2020 IMPACT

Impact of initial stockpiling offset by shift to economic brands
Sales boosted by growing demand for convenience and urbanisation
Imported brands benefit from better reputation for quality

RECOVERY AND OPPORTUNITIES

Rising demand for convenience key to future growth
High prices limiting demand for disposable pants
Falling birth rate represents threat to growth

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020 Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020 Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020 Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020 Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025 Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Georgia

KEY DATA FINDINGS

2020 IMPACT

Demand supported by essential nature of retail adult incontinence
Growth limited by low awareness among increasing ageing population
Higher quality imported brands continue to dominate sales

RECOVERY AND OPPORTUNITIES

Leading brands focus on raising awareness to boost sales
Sales continue to be limited by ongoing taboo surrounding incontinence
Rising demand among growing number of elderly consumers

CATEGORY DATA

Table 30 Sales of Retail Adult Incontinence by Category: Value 2015-2020 Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020 Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020 Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020 Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025 Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Rx/Reimbursement Adult Incontinence in Georgia

KEY DATA FINDINGS

2020 IMPACT

Sales boosted by rise in consumer price sensitivity
Wipes continues to develop and drive growth
Wide product portfolio ensures Arsan Kimya remains in pole position

RECOVERY AND OPPORTUNITIES

Permanent change in consumer behaviour to support sales
Rising consumer price sensitivity limiting demand to essential products
Demand for intimate wipes boosted by higher distribution and consumer awareness

CATEGORY DATA

Table 36 Retail Sales of Wipes by Category: Value 2015-2020 Table 37 Retail Sales of Wipes by Category: % Value Growth 2015-2020 Table 38 NBO Company Shares of Retail Wipes: % Value 2016-2020 Table 39 LBN Brand Shares of Retail Wipes: % Value 2017-2020 Table 40 Forecast Retail Sales of Wipes by Category: Value 2020-2025 Table 41 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Georgia

KEY DATA FINDINGS

2020 IMPACT

Sales boosted by strong shift away from institutional players
Growth supported by increasing awareness among consumers
Wide product range and competitive prices key to success

RECOVERY AND OPPORTUNITIES

Lockdowns and hygiene awareness continue to boost sales
Reopening of economy and lifting of gathering restrictions to support sales
Rising demand for recycled toilet paper

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2015-2020 Table 43 Retail Sales of Tissue by Category: % Value Growth 2015-2020 Table 44 NBO Company Shares of Retail Tissue: % Value 2016-2020 Table 45 LBN Brand Shares of Retail Tissue: % Value 2017-2020 Table 46 Forecast Retail Sales of Tissue by Category: Value 2020-2025 Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Georgia

KEY DATA FINDINGS

2020 IMPACT

Sales hit hard by economic lockdown
Hopes of a return to strong demand among tourists
Currency devaluation increases competitiveness of local players

RECOVERY AND OPPORTUNITIES

Reopening of economy to drive recovery over forecast period
Strong demand expected from expanding healthcare sector
Rising demand for innovative AFH wipers provides source of encouragement

CATEGORY DATA

Table 48 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020 Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020 Table 50 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020 Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2020 Table 52 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2020-2025 Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025
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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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