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Consumer Health in Georgia

  • ID: 2595577
  • Report
  • November 2020
  • Region: Georgia
  • 88 pages
  • Euromonitor International
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.

The 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.
Note: Product cover images may vary from those shown
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
Note: Product cover images may vary from those shown
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