Price remains one of the major determinants when choosing wound care products in Georgia. Due to relatively low disposable incomes of consumers, there was little to no sophistication in packaging or added value in products.
Mandatory technical inspections of cars stopped in Georgia, however since 2018, inspections are carried out on certain categories of automobiles and over the forecast period, all automobiles are expected to be subject to mandatory checks. The scrupulousness of checks is expected to increase gradually, and the possession of first aid kits is anticipated.
Modern grocery retailers expanded rapidly in Georgia in the review period and this is expected to continue in the forecast period. Supermarkets, hypermarkets and convenience stores use a widening of the assortment as one of their competitive tools.
In 2019, wound care continued to be led by Betasan AS with its two brands, Santavik and Betasan. Santavik generates the most value sales as it is regarded as both affordable and of reasonable quality.
Products manufactured in China are entering the market, resulting in the share of ‘others’ recording the strongest growth in 2019. The low share of local products, by contrast, continued to register further decline in 2019.
If first aid kits appear, wound care is expected to become much more fragmented. Minor importers will try to take over the newly-evolving category, while modern grocery retailers will try to go for several variants initially.
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This industry report originates from Passport, our Consumer Health market research database.