Executive Summary

Oct 2019
PROSPECTS
Price remains key in the category due to low disposable incomes

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.

Introduction of mandatory car inspections may trigger appearance of first aid kids

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.

Pharmacies face competition from modern grocery retailers

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.

COMPETITIVE LANDSCAPE
Santavik from Betasan AS maintains its top spot due to strong consumer awareness and wide availability

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.

‘Others’ rises due to increasing number of Chinese products

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.

Changes in share expected if first aid kits category appears

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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Wound Care in Georgia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Georgia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wound Treatments industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wound Treatments in Georgia?
  • What are the major brands in Georgia?
  • What novel technologies are being used in sticking plasters/adhesive bandages?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Wound Care in Georgia - Category analysis

HEADLINES

PROSPECTS

Price remains key in the category due to low disposable incomes
Introduction of mandatory car inspections may trigger appearance of first aid kids
Pharmacies face competition from modern grocery retailers

COMPETITIVE LANDSCAPE

Santavik from Betasan AS maintains its top spot due to strong consumer awareness and wide availability
‘Others’ rises due to increasing number of Chinese products
Changes in share expected if first aid kits category appears

CATEGORY DATA

Table 1 Sales of Wound Care by Category: Value 2014-2019
Table 2 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Wound Care: % Value 2015-2019
Table 4 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 5 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 6 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

Consumer Health in Georgia - Industry Overview

EXECUTIVE SUMMARY

Consumer healthcare growth due to changing lifestyles, and increased product awareness and availability in 2019
Slow growth of disposable incomes supports sales
GSK Consumer Healthcare leads with its wide product portfolio
Dominance of chemists/pharmacies, but increasing competition from emerging distribution channels
Future growth to be driven by increased health awareness and product availability

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources