Sales growth in vitamins in Georgia is expected to slow down in the next two years in response to the shrinking purchasing power of population and economic worries taking the priority over health care considerations. The Georgian category of vitamins is far from being saturated in terms of per capita consumption, but the tradition of favouring natural sources of vitamins over tablet consumption will continue restricting the category’s sale potential.
Single vitamins is expected to grow more dynamically than multivitamins in the forecast period, driven by health-conscious consumers looking to treat specific vitamin deficiencies. Vitamin C and vitamin D will continue to remain the major growth drivers for single vitamins thanks to their benefits being more well-known amongst Georgian consumers.
In the future, there are likely to be more possibilities for international brands to establish stronger positions by entering modern grocery chains and beauty specialist retailers. New product formats such as vitamin gummies, vitamin sprays and vitamin powder formats are so far only known by a very narrow category of consumers.
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Understand the latest market trends and future growth opportunities for the Vitamins 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.
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This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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