Consumer Health in Georgia

Consumer Health in Georgia

Compared to the previous year when, despite certain restrictions, many OTC product areas saw faster growth than usual as consumers, not knowing what to expect during unprecedented lockdown measures, began to stockpile products across consumer health, there is more of a sense of certainty and stability among consumers in Georgia and demand in many product areas in consumer health shows a similar pattern to that observed before the COVID-19 pandemic. Retail current value growth in consumer health...

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 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 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.


Consumer Health in Georgia
Euromonitor International
October 2021
List Of Contents And Tables
CONSUMER HEALTH IN GEORGIA
EXECUTIVE SUMMARY
Consumer health in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2016-2021
Table 2 Life Expectancy at Birth 2016-2021
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2016-2021
Table 4 Sales of Consumer Health by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Consumer Health: % Value 2017-2021
Table 6 LBN Brand Shares of Consumer Health: % Value 2018-2021
Table 7 Penetration of Private Label by Category: % Value 2016-2021
Table 8 Distribution of Consumer Health by Format: % Value 2016-2021
Table 9 Distribution of Consumer Health by Format and Category: % Value 2021
Table 10 Forecast Sales of Consumer Health by Category: Value 2021-2026
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2021-2026
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2020-2021
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
ANALGESICS IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Self-medication behind growing demand for analgesics as 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
PROSPECTS 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 product areas to drive analgesic sales over the forecast period
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2016-2021
Table 13 Sales of Analgesics by Category: % Value Growth 2016-2021
Table 14 NBO Company Shares of Analgesics: % Value 2017-2021
Table 15 LBN Brand Shares of Analgesics: % Value 2018-2021
Table 16 Forecast Sales of Analgesics by Category: Value 2021-2026
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2021-2026
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Urban landscapes in Georgia sustain demand for 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
PROSPECTS 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
Consumers’ engrained habit of using nasal decongestants might continue to negatively affect demand for oral decongestants
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2016-2021
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2016-2021
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2021
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2021
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2021-2026
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2021-2026
DIGESTIVE REMEDIES IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Restaurants closures and sedentary lifestyle during pandemic lead to growth in demand for digestive enzymes and laxatives
Menarini and Sanofi battle for lead as local producers struggle to succeed against strong international presence
Product bans lead to switches following bans in other European countries
PROSPECTS 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 2016-2021
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of Digestive Remedies: % Value 2017-2021
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2018-2021
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2021-2026
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2021-2026
DERMATOLOGICALS IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS 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 2016-2021
Table 31 Sales of Dermatologicals by Category: % Value Growth 2016-2021
Table 32 NBO Company Shares of Dermatologicals: % Value 2017-2021
Table 33 LBN Brand Shares of Dermatologicals: % Value 2018-2021
Table 34 Forecast Sales of Dermatologicals by Category: Value 2021-2026
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2021-2026
WOUND CARE IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Easing of COVID-19 related restrictions benefits sales in wound care as customers spend more time outdoors
Betasan AS leads category thanks to strong distribution
Pandemic drives growth of local producers as transport becomes more difficult
PROSPECTS 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 2016-2021
Table 37 Sales of Wound Care by Category: % Value Growth 2016-2021
Table 38 NBO Company Shares of Wound Care: % Value 2017-2021
Table 39 LBN Brand Shares of Wound Care: % Value 2018-2021
Table 40 Forecast Sales of Wound Care by Category: Value 2021-2026
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2021-2026
VITAMINS IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic boosts growth of category as consumers are informed about the benefits of certain vitamins in the face of COVID-19
Brand loyalty a key factor in multivitamins as product area remains competitive
Altayyitaminy ZAO leads single vitamins with its vitamin C products
PROSPECTS 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 2016-2021
Table 43 Sales of Vitamins by Category: % Value Growth 2016-2021
Table 44 Sales of Multivitamins by Positioning: % Value 2016-2021
Table 45 NBO Company Shares of Vitamins: % Value 2017-2021
Table 46 LBN Brand Shares of Vitamins: % Value 2018-2021
Table 47 Forecast Sales of Vitamins by Category: Value 2021-2026
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2021-2026
DIETARY SUPPLEMENTS IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Upward trend resumes in 2021 driven by the increasing awareness of the benefits of dietary supplements to health and wellbeing
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
PROSPECTS 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 2016-2021
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2016-2021
Table 51 Sales of Dietary Supplements by Positioning: % Value 2016-2021
Table 52 NBO Company Shares of Dietary Supplements: % Value 2017-2021
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2018-2021
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2021-2026
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2021-2026
WEIGHT MANAGEMENT AND WELLBEING IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sedentary lifestyle during multiple lockdowns, and consequentially weight gain, boosts demand for weight management and wellbeing products in 2021
Regency Teas Ltd leads slimming teas as local players retain position in category
Oriflame and Faberlic maintain regular and stable presence in category
PROSPECTS 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 2016-2021
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2017-2021
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2018-2021
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2021-2026
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2021-2026
SPORTS NUTRITION IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Gym reopening and resumption of outdoor sports activities benefit sports nutrition sales in 2021, as well as the growing popularity of protein/energy bars
New products introduced to already fragmented category, challenging more established players
Leader Trec Nutrition benefits from advertising and positioning in pharmacies and gyms
PROSPECTS AND OPPORTUNITIES
Healthier lifestyles and wider product availability support further dynamic growth in the forecast period
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 2016-2021
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2016-2021
Table 64 NBO Company Shares of Sports Nutrition: % Value 2017-2021
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2018-2021
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2021-2026
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2021-2026
HERBAL/TRADITIONAL PRODUCTS IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Wide availability of herbs at chemists/pharmacies and grocery stores, and the tradition of foraging for herbs, hamper growth of industrially produced OTC herbal/traditional products
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
PROSPECTS AND OPPORTUNITIES
Sales of herbal/traditional cough, cold and allergy (hay fever) remedies boosted by environmental issues
Herbal/traditional products is expected to expand, driven by demand for herbal/traditional sleep aids
Low unit prices will continue to characterise the expanding category
CATEGORY DATA
Table 68 Sales of Herbal/Traditional Products: Value 2016-2021
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2016-2021
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2017-2021
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2018-2021
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2021-2026
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2021-2026
PAEDIATRIC CONSUMER HEALTH IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Paediatric consumer health remains underdeveloped in Georgia
GSK and Takeda set to remain leading players in paediatric consumer health
Teva Pharmaceutical Industries Ltd and local producers GM and Aversi Rationale to enter the mix as category continues to evolve
PROSPECTS 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 2016-2021
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2016-2021
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2021
Table 77 Forecast Sales of Paediatric Consumer Health by Category: Value 2021-2026
Table 78 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2021-2026

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