Consumer Health in Georgia

Consumer Health in Georgia

During the COVID-19 pandemic, Georgian consumer health faced further regulations and limits on volume sales. The sales of masks and sanitizing products and equipment, for example, was limited in order to prevent stockpiling and ensure continued availability of these products.

Euromonitor International's Consumer Health in Georgia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2015-2019, allowing you to identify the sectors driving growth. Forecasts to 2024 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Consumer Health market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


Consumer Health in Georgia
Euromonitor International
November 2020
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on consumer health
COVID-19 country impact
Company response
Retailing shift
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Penetration of Private Label by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2019-2020
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Increased self-medication behind growing demand for analgesics as dental clinics close and consumers avoid hospitals
Fastum Gel leads topical analgesics with strong promotional activity and word of mouth recommendations counting in its favour
Low prices and advertising prove key to success as Aversi and Ketonal retain strong presence in analgesics
RECOVERY AND OPPORTUNITIES
Ibuprofen and Ketoprofen are seen as a safer option than Acetaminophen
Paediatric analgesics will lead growth in analgesics as it gains momentum
Rising tourism and increased interest in evolving categories to drive analgesic sales over the forecast period
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 symptoms similar to seasonal colds drive value sales of cough, cold and allergy (hay fever) remedies
Local companies benefit from low prices and distribution
GSK continues to lead thanks to wide portfolio despite sale of Coldrex to STADA
RECOVERY AND OPPORTUNITIES
Products aimed at children expected to drive growth in cough, cold and allergy (hay fever) remedies
Inhalant decongestants continue to perform well as consumers learn about product ranges
Changing economic and urban landscapes in Georgia will lead to further changes in the category
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 leads to drop in demand as Georgian restaurants close
Menarini and Sanofi battle for lead as local producers struggle to succeed against strong international presence
Product bans lead to switches in 2020 following bans in other European countries
RECOVERY AND OPPORTUNITIES
Increasing awareness of health and wellness to drive growth in probiotic products
Gastro-tourism and the appeal of rich, traditional Georgian cuisine is expected to boost volume sales in the forecast period
Underdeveloped paediatric digestive remedies is set to develop, albeit from a low sales base
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Hair loss treatments continues to grow despite reduction in consumers’ disposable incomes
Nizhpharm to dominate dermatologicals as Laboratoire Innotech International leads vaginal antifungals
Local player Turmanidze enjoys comfortable position through stable and loyal consumer base
RECOVERY AND OPPORTUNITIES
Topical antifungals to drive growth in the category as antiparasitics/lice (head and body) treatments grow from very low base
Hair loss treatments benefits from increased consumer awareness
Change in distribution channels set to drive growth of smaller categories
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 has negative effect on sales in wound care as customers are stuck indoors
Betasan AS leads category thanks to strong distribution
Pandemic could drive growth of local producers as transport becomes more difficult
RECOVERY AND OPPORTUNITIES
Tourism to boost sales in wound care as car inspections could lead to uptake in first aid kits sales
Price will remain a key factor in wound care as consumers seek cheap and basic products
Unbranded Chinese products could lead to further price reductions
CATEGORY DATA
Table 36 Sales of Wound Care by Category: Value 2015-2020
Table 37 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 38 NBO Company Shares of Wound Care: % Value 2016-2020
Table 39 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 40 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 set to impede growth of category as consumers forced to be thriftier in the face of economic uncertainty
Brand loyalty a key factor in multivitamins as product area remains competitive
Sopharma AD leads single vitamins as consumers look for cheaper options
RECOVERY AND OPPORTUNITIES
Surge in demand for Vitamin D caused by COVID-19 could lead to continued growth
Other single vitamins shows high growth rate but will have little effect on the category as a whole
Vitamins set to grow due to stress and rise in disposable income following COVID-19 outbreak
CATEGORY DATA
Table 42 Sales of Vitamins by Category: Value 2015-2020
Table 43 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 44 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 45 NBO Company Shares of Vitamins: % Value 2016-2020
Table 46 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 47 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 to disrupt growth in dietary supplements as consumers tighten their purse strings
GM pharmaceuticals to lead the local presence in the category as international player Krka dd Novo Mesto retains position as overall leader
Co-enzyme Q10 to lead fragmented category thanks to older consumers
RECOVERY AND OPPORTUNITIES
Performance of dietary supplements set to improve as population of over 50s in Georgia grows
Dietary supplements expected to expand through e-commerce
Success of Laboratoires Vitarmonyl to drive sales of fish oils
CATEGORY DATA
Table 49 Sales of Dietary Supplements by Category: Value 2015-2020
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 51 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 52 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 to constrain growth in weight management and wellbeing
Regency Teas Ltd leads slimming teas as local players retain position in category
Oriflame and Faberlic maintain regular and stable presence in category
RECOVERY AND OPPORTUNITIES
Weight loss supplements remain main generator of revenue due to limited awareness
Direct selling grows as a distribution channel in weight management and wellbeing
Negative perceptions of category restrict growth, although changing lifestyles leave room for development
CATEGORY DATA
Table 56 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Gym closures leads to poorer performance of a still developing category
New products introduced to already fragmented category, challenging more established players
Leader Trec Nutrition benefits from advertising and positioning in pharmacies and gyms
RECOVERY AND OPPORTUNITIES
Healthier lifestyles and wider product availability support further dynamic growth in 2019
Convenience trend to drive sales of single use protein products
E-commerce continues to grow thanks to young target consumers
CATEGORY DATA
Table 62 Sales of Sports Nutrition by Category: Value 2015-2020
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 64 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Herbal/traditional dermatologicals worst hit by COVID-19
GMP to lead category as local producers compete with more expensive imported options
International companies dominate herbal/traditional cough, cold and allergy (hay fever) remedies and herbal/traditional digestive remedies
RECOVERY AND OPPORTUNITIES
Herbal/traditional products is expected to expand despite effects of COVID-19
Low unit prices will continue to characterise the expanding category
Sales of herbal/traditional cough, cold and allergy (hay fever) remedies boosted by environmental issues
CATEGORY DATA
Table 68 Sales of Herbal/Traditional Products: Value 2015-2020
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
GSK and Takeda set to remain leading players in paediatric consumer health
Teva Pharmaceutical Industries Ltd strengthens its position as category continues to evolve
Local producers GM and Aversi Rationale set to enter the mix
RECOVERY AND OPPORTUNITIES
Paediatric diarrhoeal remedies will see the highest growth, whilst paediatric vitamins and dietary supplements remains the key generator of sales
Paediatric vitamins and dietary supplements set to evolve, including formats that are more appealing to children
Underdeveloped paediatric consumer health set to develop, increasing competition amongst producers and channels
CATEGORY DATA
Table 74 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 77 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 78 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

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