Wipes in Georgia

PROSPECTS

Market potential yet to be uncovered

Wipes developed in Georgia over the review period, fuelled by growing availability and awareness of home care hygiene product alternatives, as well as the changing habits of local consumers. Wipes are more convenient for personal and home care purposes, as they are a quick solution, are transportable and can be used both indoors and outdoors.

Sales via traditional grocery retailers in decline

Although a large proportion of wipes are still sold via traditional grocery retailers in Georgia, distribution is steadily shifting towards modern grocery retailers, with hypermarkets, supermarkets and convenience stores taking sales of many products (including wipes) from independent small grocers and markets. Competition within wipes is particularly strong compared to other fmcg areas, with pharmacies (health and beauty specialist retailers) attracting more customers due to their perception of credibility combined with lower prices than traditional grocery retailers.

Personal wipes in demand

While the majority of personal wipes sales are in general purpose and baby wipes, smaller niche categories such as intimate wipes are expected to grow at a rapid rate. As general purpose wipes are convenient for a multitude of different uses, and consumer awareness of wipes increases, these products will likely drive growth.

COMPETITIVE LANDSCAPE

Evolving market structure supports growth

In Georgia, the increased trend towards urbanisation, the growth of modern grocery retailers and women moving out of the house and into the workforce, as well as slowly rising disposable incomes, all contribute to greater potential for personal wipes. Furthermore, the changing retailing landscape towards modern grocery retailers also helps widen the availability of these products.

Arsan Kimya leads with accessible prices and a diversified portfolio

Although Arsan Kimya held only a small value share in wipes in Eastern Europe in 2018, it led value sales in Georgia with its Ultra Compact brand. The company boasts a varied portfolio, while its brands are present in facial cleansing wipes, baby wipes, intimate wipes and general purpose wipes.

Wipes compete against other products

Wipes remains an underdeveloped category, with great potential for future growth. In the review period, wipes had low awareness among consumers.

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