Yoghurt and Sour Milk Products in Georgia

PROSPECTS

Drinking matsoni contributes to category’s performance

Dairy products in Georgia have always been perceived as some of the healthiest to consume. Sour milk products have been known to local consumers for many decades in both packaged and unpackaged forms.

Packaged matsoni spreads into grocery outlets

Packaged matsoni is expanding by attracting consumers away from unpackaged alternatives produced by minor and informal players. Matsoni is a traditional speciality and produced only by local manufacturers.

Drinking matsoni threatens drinking yoghurt

The situation is somewhat different with regard to yoghurt, as price competition and the variety of types puts imports in the leading position, with only a limited space available for local manufacturing. However, yoghurt products face increased competition as matsoni gains popularity.

COMPETITIVE LANDSCAPE

Sante gains share as matsoni sees growth

Sante GMT Products LLC leads the category, and saw a value share gain in 2019. This was thanks to its products Sante, Santino and Sintisimo.

Local players benefit from proximity to consumers

Locally-produced yoghurt and sour milk products account for more than three quarters of value sales within the overall category. The main reason for this is local players’ know-how regarding the manufacture of traditional matsoni.

Smaller players squeezed out as competition intensifies

The share held by “others” – the consolidated share of small companies – is gradually declining in the yoghurt and sour milk drinks category. They consist mainly of regional, minor players that have access to small towns or settlements located near their production facilities.

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