Executive Summary

Mar 2019
A number of factors contribute to tissue and hygiene growth

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.

Currency devaluation aftermath

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.

The Procter & Gamble Co leads tissue and hygiene

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.

Traditional grocery retailers slowly giving way to modern grocery retailers

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.

Positive performance expected over the forecast period

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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Tissue and Hygiene in Georgia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Georgia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Georgia for free:

The Tissue and Hygiene in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tissue and Hygiene in Georgia?
  • What are the major brands in Georgia?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Tissue and Hygiene in Georgia

EXECUTIVE SUMMARY

A number of factors contribute to tissue and hygiene growth
Currency devaluation aftermath
The Procter & Gamble Co leads tissue and hygiene
Traditional grocery retailers slowly giving way to modern grocery retailers
Positive performance expected over the forecast period

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Georgia

HEADLINES

PROSPECTS

Higher unit prices as a result of currency devaluation
AFH growth potential via developing healthcare
Rapidly developing tourism fuels demand

COMPETITIVE LANDSCAPE

AFH tissue and hygiene characterised by international players
AFH paper towels developing
Rising demand from state institutions to fuel competition

CATEGORY DATA

Table 18 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 20 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 22 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Georgia

HEADLINES

PROSPECTS

Per capita consumption increases
Nappies/diapers/pants unit prices depend on currency fluctuations
Future development of nappies/diapers/pants affected by demography

COMPETITIVE LANDSCAPE

Diverse drivers
Ontex retains its leading position
Fierce competition

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Georgia

HEADLINES

PROSPECTS

Demographic changes support modest growth
Numerous obstacles to development of retail adult incontinence
Health and beauty specialist retailers to remain the key distribution channel

COMPETITIVE LANDSCAPE

Essity leads
TZMO becomes strong competitor

CATEGORY DATA

Table 30 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Georgia

HEADLINES

PROSPECTS

Retail tissue records good growth
Recycled toilet paper boasts high growth
Tablecloths and boxed facial tissue to expand significantly

COMPETITIVE LANDSCAPE

Eczacibasi Tuketim Urunleri leads with a diverse portfolio
Rapid growth for Hayat Kimya Sanayi
Potential in recycled toilet paper

CATEGORY DATA

Table 36 Retail Sales of Tissue by Category: Value 2013-2018
Table 37 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 40 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 41 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Georgia

HEADLINES

PROSPECTS

Changing fashion trends influence consumer choices in sanitary protection
Active lifestyles boost demand for comfort and convenience
Added value plays a role, while quality is in demand

COMPETITIVE LANDSCAPE

The Procter & Gamble Co retains its lead
Stable competition
Product variety and innovation to lead sanitary protection

CATEGORY DATA

Table 42 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 43 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 46 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Georgia

HEADLINES

PROSPECTS

Market potential yet to be uncovered
Sales via traditional grocery retailers in decline
Personal wipes in demand

COMPETITIVE LANDSCAPE

Evolving market structure supports growth
Arsan Kimya leads with accessible prices and a diversified portfolio
Wipes compete against other products

CATEGORY DATA

Table 48 Retail Sales of Wipes by Category: Value 2013-2018
Table 49 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 51 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 52 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 53 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023