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Report

Beauty and Personal Care in Georgia

Market Direction I 2022-06-10 I 100 Pages I Euromonitor

In the first months of 2021, pandemic-related restrictions were gradually eased. However, many people continued to work from home and social activities remained limited compared to the review period. Demand for products such as colour cosmetics, fragrances and other products that are typically used on occasion was therefore slow to recover. In addition, during the year, local currency devaluation continued impacting the performance of beauty and personal care products as it resulted in higher un...

Euromonitor International's Beauty and Personal Care 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

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

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care 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.

Beauty and Personal Care in Georgia
Euromonitor International
June 2022

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN GEORGIA
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hybrid working arrangements and more time spent at home stifle recovery
Preventative hygiene trend continues to support certain product sales
Multinationals lead in mass beauty and personal care, benefiting from high consumer trust in the quality and wide availability of their products
PROSPECTS AND OPPORTUNITIES
Return to the workplace and resumption of travel will drive growth from 2022
Massive development of e-commerce expected
Players will turn to social media to stimulate demand
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand remains low as people continue work from home
Affluent consumers maintain their purchasing patterns
Puig Rus strengthens its leadership of premium beauty and personal care
PROSPECTS AND OPPORTUNITIES
Slower but steady growth anticipated as consumers venture outside more
Changing consumer habits will support the rise of e-commerce
Economic stabilisation mid-forecast period will drive increasing demand for premium beauty and personal care
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Parents prioritise their children's wellbeing, benefiting baby and child-specific products
Growing awareness about benefits of baby skin care supports growth
Multinationals continue dominating the competition
PROSPECTS AND OPPORTUNITIES
Stronger growth expected in the forecast period due to rising disposable incomes and increasing birth rate
Parents will continue to prioritise products that are safe and of high quality for their children, benefiting premium baby and child-specific products
Baby wipes will continue driving growth
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
After a year of exceptionally high growth, demand for bath and shower products stabilises in 2021
Increased hand washing routines revives the performance of liquid soap
Colgate-Palmolive retained leadership of bath and shower
PROSPECTS AND OPPORTUNITIES
Slower growth expected in the aftermath of the sanitary crisis
Opportunity for the development of more affordable local brands
Consumer preferences may shift in favour of liquid soap
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2016-2021
Table 33 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 35 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 36 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 38 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hybrid working arrangements and people spending more time at home keeps demand for colour cosmetics low in 2021
Local currency devaluation increases prices
L'Oreal Groupe leads colour cosmetics, benefiting from strong brand recognition and extensive product portfolios
PROSPECTS AND OPPORTUNITIES
Fuller recovery expected in the forecast period as consumers are no longer obliged to wear face masks
Currency devaluation will continue impacting colour cosmetics
Share of e-commerce set to strengthen
CATEGORY DATA
Table 41 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 43 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 46 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 47 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 48 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 49 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026
DEODORANTS IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Devaluation of local currency pushes up prices
Summer months lead to higher usage
Unilever solidifies its leadership of deodorants with a wide product portfolio of mass brands
PROSPECTS AND OPPORTUNITIES
Fuller recovery from 2022 as people resume active lifestyles
Further currency devaluation likely with players set to respond with discounting
Deodorant sprays set to remain the most popular format
CATEGORY DATA
Table 50 Sales of Deodorants by Category: Value 2016-2021
Table 51 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 52 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 53 NBO Company Shares of Deodorants: % Value 2017-2021
Table 54 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 55 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 56 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 57 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 58 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Local currency devaluation results in higher value growth, while in volume terms sales continue to decline
Affordable beauty salon treatments pose a competitive threat
Depilatories remain almost exclusively reliant on imports
PROSPECTS AND OPPORTUNITIES
Fuller recovery from 2022 as consumers spend longer periods of time outside of the home
Demand may continue slowing as consumers migrate towards competitively priced beauty salon treatments
Growing competition will facilitate the launch of more affordable brands
CATEGORY DATA
Table 59 Sales of Depilatories by Category: Value 2016-2021
Table 60 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 61 NBO Company Shares of Depilatories: % Value 2017-2021
Table 62 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 63 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 64 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lack of social occasions keeps demand for fragrances low in 2021
Economic uncertainty furthers the decline due to growing price-sensitivity
Puig Ros leads fragrances, benefiting from a wide and well-known brand portfolio in in both the mass and premium segments
PROSPECTS AND OPPORTUNITIES
Sluggish recovery expected in the beginning of the forecast period due to lacklustre economic environment
International tourism may provide a boost to fragrances
E-commerce will continue playing an important role
CATEGORY DATA
Table 65 Sales of Fragrances by Category: Value 2016-2021
Table 66 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 67 NBO Company Shares of Fragrances: % Value 2017-2021
Table 68 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 69 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 70 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 71 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 72 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Devaluation of local currency boosts current value growth while demand remains stagnant in retail volume terms
Salon professional hair care feels the brunt of the negative impact
Hair care continues to be led by multinationals, benefiting from wide product portfolios, extensive distribution networks and consumer trust
PROSPECTS AND OPPORTUNITIES
Economic uncertainty will moderate the recovery in the forecast period
Increasing awareness and availability will drive the growth of hair care
Competition at the distribution level is expected to expand the consumer base for hair care
CATEGORY DATA
Table 73 Sales of Hair Care by Category: Value 2016-2021
Table 74 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 75 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 76 NBO Company Shares of Hair Care: % Value 2017-2021
Table 77 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 78 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 79 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 80 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 81 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 83 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Work-from-home keeps demand low in 2021
Men's shaving negatively affected by the beard trend
The Procter & Gamble Co maintains leadership of men's grooming, benefiting from a strong presence in men's shaving and toiletries
PROSPECTS AND OPPORTUNITIES
Recovery will be moderated by unfavourable economic conditions in the forecast period
Players likely to turn online to generate consumer interest
Growing trend of facial hair may impair men's shaving but present opportunities for other products
CATEGORY DATA
Table 84 Sales of Men's Grooming by Category: Value 2016-2021
Table 85 Sales of Men's Grooming by Category: % Value Growth 2016-2021
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 88 NBO Company Shares of Men's Grooming: % Value 2017-2021
Table 89 LBN Brand Shares of Men's Grooming: % Value 2018-2021
Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 91 Forecast Sales of Men's Grooming by Category: Value 2021-2026
Table 92 Forecast Sales of Men's Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retail volume sales remain low as declining consumer purchasing power leads many to lengthen the replacement time
Children's oral care draws increasing consumer attention
Multinational players continue to dominate oral care in Georgia, due to lack of local production
PROSPECTS AND OPPORTUNITIES
Slow recovery expected in the forecast period as consumers continue focusing on savings
Growing competition is set to widen the offer of value added and low-cost products
Revival of tourism may boost recovery
CATEGORY DATA
Table 93 Sales of Oral Care by Category: Value 2016-2021
Table 94 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 95 Sales of Toothbrushes by Category: Value 2016-2021
Table 96 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 98 NBO Company Shares of Oral Care: % Value 2017-2021
Table 99 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 100 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 102 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth slow to recover as people remain at home and use skin care products less regularly
Premium skin care sees a stronger recovery as people opt for better quality
L'Oreal Groupe maintains leadership thanks to its wide portfolio of innovative products with advanced formulations
PROSPECTS AND OPPORTUNITIES
Demand set to strengthen over the course of the forecast period as economic conditions improve
Growing consumer awareness of healthy-looking skin will drive innovation
Affordable appeal of e-commerce will sustain growth in the forecast period
CATEGORY DATA
Table 104 Sales of Skin Care by Category: Value 2016-2021
Table 105 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 106 NBO Company Shares of Skin Care: % Value 2017-2021
Table 107 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 109 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN GEORGIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for sun care slowly recovers as people resume travel
Baby and child-specific sun care fares well as parents prioritise the wellbeing of their children
Beiersdorf continues leading sun care with its trusted global brand Nivea Sun
PROSPECTS AND OPPORTUNITIES
Recovery of sun care will be tied to the recovery of tourism in the forecast period
Rising unit prices will not affect demand to a great extent
Minimal appeal for the development of e-commerce
CATEGORY DATA
Table 111 Sales of Sun Care by Category: Value 2016-2021
Table 112 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 113 Sales of Sun Care by Premium vs Mass: % Value 2016-2021
Table 114 NBO Company Shares of Sun Care: % Value 2017-2021
Table 115 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 117 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026

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