Weight Management and Wellbeing in Georgia

PROSPECTS

Weight loss supplements and slimming teas the only categories due to low availability, awareness and disposable incomes

Awareness of weight management and wellbeing products has not increased significantly in Georgia as companies were not active enough in marketing and promoting their products and therefore the overall category. Also, availability has not been good.

Negative perceptions are expected to remain amongst consumers

General awareness of weight management products is quite low. However, of the people who are aware that such products exist, most would choose a diet or sport to lose weight due to the negative perceptions of products in this category due to the flood of cheap, low-quality products in weight loss supplements during the 1990s and 2000s, which had side effects or simply were not effective.

Direct selling grows as a distribution channel in weight management and wellbeing

Direct sellers showed more initiative than store-based retailing players, increasing their portfolios and offering a wider range of prices. Products were present in their quarterly catalogues and also sales agents communicated product details to potential customers.

COMPETITIVE LANDSCAPE

Ajanta Pharma leads due to the availability and price-quality ratio of its Figurin brand

Ajanta Pharma continues to lead weight management and wellbeing value sales in 2019 with its Figurin brand, an organic product. There was hardly any advertising for Figurin, but its good availability in pharmacy chains supported its leadership.

Local brand Orlip’s success thanks to availability and pricing

Weight management and wellbeing is a category where a local player managed to reach one of the leading positions. GM Pharmaceuticals Ltd (GMP) is present with Orlip in weight loss supplements and ranked second in 2019.

Direct sellers Faberlic Georgia and Oriflame Georgia grow their share with communication and product variety

Neither Faberlic Georgia nor Oriflame Georgia were amongst the top three players in weight management and wellbeing in 2019; however, combined, they generated a significant share of the category’s value sales. Over the review period, their shares have recorded positive dynamic in percentage terms.

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