Weight Management and Wellbeing in Georgia

PROSPECTS

Weight loss supplements and slimming teas remain only existing categories

Awareness of weight management and wellbeing products did not increase significantly since its launch in Georgia. Many people simply had not heard of such products as companies were not active enough in marketing and promoting their products and therefore the overall category.

Negative perceptions are expected to remain among consumers

General awareness of weight management products was quite low. However, of the people who were aware that such products existed, most would choose diets or sports to lose weight, due to the negative perceptions about products in this category.

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

Direct sellers showed more initiative than the store-based retailing players. Not much investment happened in either of those but the products were at least presented in their quarterly catalogues and also sales agents communicated product details to potential customers.

COMPETITIVE LANDSCAPE

Ajanta Pharma leads value sales in 2018

Ajanta Pharma led weight management and wellbeing value sales in 2018. The company offers brand Figurin.

Local player ranks second

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

Faberlic Georgia and Oriflame Georgia generate sales as direct sellers

Neither Faberlic nor Oriflame Georgia were among the top three players of weight management and wellbeing. However, combined, they generated a significant share of the category’s value sales.

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