Report

Consumer Health in Georgia
Euromonitor International
October 2022

List Of Contents And Tables

CONSUMER HEALTH IN GEORGIA
EXECUTIVE SUMMARY
Consumer health in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Penetration of Private Label by Category: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format: % Value 2017-2022
Table 9 Distribution of Consumer Health by Format and Category: % Value 2022
Table 10 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
ANALGESICS IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand grows as consumers deplete their home supplies and take advantage of lowering prices
Systematic analgesics retains higher growth than topical analgesics with adult acetaminophen accounting for the largest proportion of sales
Sopharma leads a fragmented competitive landscape, with Ketonal maintaining its clear top position in Ketophen
PROSPECTS AND OPPORTUNITIES
Moderate growth expected with ibuprofen and ketoprofen to see heightened demand at the expense of acetaminophen
Imported Turkish analgesics threaten the success of higher quality European products as consumers remain price-sensitive
Domestic analgesics to be of higher quality under introduction of GMP and GDP
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2017-2022
Table 13 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Analgesics: % Value 2018-2022
Table 15 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 16 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales grow as the lifting of COVID-19 restrictions leads to a greater number of colds and flu infections
Pharmacies remain top distribution channel despite rise of e-commerce
Aversi-Rational extends new-found lead over GSK Consumer Health
PROSPECTS AND OPPORTUNITIES
Stable growth expected with consumers increasingly turning to cheaper options
Whilst consumers seek scientific-based herbal products, price will remain the main purchasing decision factor
Reference prices could lead to exit of European manufacturers and reduced category competition
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027
DIGESTIVE REMEDIES IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stabilised growth for digestive remedies as average unit prices decrease
Producers educate consumers and encourage them to visit doctors for digestive remedies recommendations
Menarini and Sanofi battle for lead as private labels gain presence
PROSPECTS AND OPPORTUNITIES
Moderate growth expected as healthier diets and cheaper options limit value sales
Underdeveloped paediatric digestive remedies is set to grow, albeit from a low base
Consumption of rich, traditional Georgian cuisine will support volume sales
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2017-2022
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027
DERMATOLOGICALS IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Robust dermatologicals growth is triggered by side effects of antibiotics and more stressful lifestyles
E-commerce sales continue to grow as consumers become used to the convenience of online ordering and delivery services
Nizhpharm continue to lead dermatologicals thanks to its large brand portfolio
PROSPECTS AND OPPORTUNITIES
Greater opportunity for medical consultation and aging population support growth prospects for dermatologicals
Technological developments in skin treatments could hamper sales growth
Limited innovation expected due to imminent reference pricing policy
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2017-2022
Table 31 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 33 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 34 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027
WOUND CARE IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong value growth fuelled by people donating to Ukrainians and greater participation in sports and outdoor activities
Santavik retains brand lead in a fragmented category thanks to long-standing presence and affordability
Pandemic drives growth of local producers as transport becomes more difficult
PROSPECTS AND OPPORTUNITIES
Stable growth expected with limited changes expected in the competitive and distribution landscapes
Tourism to boost sales as car inspections could lead to uptake in first aid kits sales
Although price will remain the key decision factor, there are opportunities for innovation in sticking plasters
CATEGORY DATA
Table 36 Sales of Wound Care by Category: Value 2017-2022
Table 37 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Wound Care: % Value 2018-2022
Table 39 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 40 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027
VITAMINS IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Economic issues restrict vitamins sales and keep multivitamins more popular than single vitamins in 2022
Entry of Turkish vitamins leads to decreasing unit prices
Coverage of vitamins grows as online availability becomes more prominent
PROSPECTS AND OPPORTUNITIES
Decelerating growth expected under economic worries
Singles vitamins growth to remain higher than that of multivitamins thanks to certain consumers wanting to treat specific vitamin deficiencies
Opportunities for growth present in distribution and format changes
CATEGORY DATA
Table 42 Sales of Vitamins by Category: Value 2017-2022
Table 43 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 44 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 45 NBO Company Shares of Vitamins: % Value 2018-2022
Table 46 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 47 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027
DIETARY SUPPLEMENTS IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dietary supplements grows faster than vitamins thanks to popularity of combination dietary supplements and probiotic supplements
GMP attains leadership of a fragmented category thanks to increased share of its Imuno Ritz brand
Growing availability of dietary supplements online and through delivery services
PROSPECTS AND OPPORTUNITIES
Growth rates to remain positive but dependent upon economic conditions
Sports- and beauty-positioned dietary supplements offer strong growth potential
Dietary supplements expected to expand through e-commerce
CATEGORY DATA
Table 49 Sales of Dietary Supplements by Category: Value 2017-2022
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 51 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 52 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027
WEIGHT MANAGEMENT AND WELLBEING IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong developments for weight management and wellbeing as consumers strive to lose pandemic weight
Ajanta Pharma maintains lead despite strengthening presence of GMP and international direct sellers
E-commerce-savvy retailers attract young health-conscious customers
PROSPECTS AND OPPORTUNITIES
Despite demand remaining dependent on economic outlook, prospects for growth are stronger than most consumer health categories
Category to face competition from products positioned as �good for you� rather than specifically for weight loss
Direct selling to grow as a distribution channel in weight management and wellbeing
CATEGORY DATA
Table 56 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027
SPORTS NUTRITION IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising prices and growing awareness lead to strong growth for sports nutrition
Strong presence of beauty and personal stores expands audience of sports nutrition
New products introduced to already fragmented category, challenging more established players
PROSPECTS AND OPPORTUNITIES
Awareness and demand of sports nutrition will continue to grow as active lifestyles become more popular and gym staff promote products
Profits expected to shrink as producers absorb materials and logistics costs to keep prices lower for consumers
Widening distribution landscape, especially e-commerce, provides opportunities for brands to expand their audience
CATEGORY DATA
Table 62 Sales of Sports Nutrition by Category: Value 2017-2022
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027
HERBAL/TRADITIONAL PRODUCTS IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth continues thanks to loyal customer base of older Georgians who are accustomed to taking traditional medication
Herbal/traditional cough, cold and allergy (hay fever) remedies sees strong growth as common colds and coughs spread under lifted restrictions
GMP to maintain lead of category as foreign producers struggle under expensive import costs
PROSPECTS AND OPPORTUNITIES
Demand will be somewhat moderated by growing trust in standard OTC drugs and continued economic instability
Preventative health care trend to support more robust herbal/traditional dietary supplements growth
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 2017-2022
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2017-2022
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2022-2027
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2022-2027
PAEDIATRIC CONSUMER HEALTH IN GEORGIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Category remains underdeveloped due to pressure from traditional wellbeing habits and products aimed at both adults and children
Strongest growth expected in paediatric cough/cold remedies thanks to the lifting of pandemic restrictions and the return of the common cold
GSK and Takeda to remain leading players thanks to reputation for quality
PROSPECTS AND OPPORTUNITIES
Underdeveloped paediatric consumer health set to develop thanks to greater product options and improving economic conditions
Declining birth rate could lead to parents spending more per child
Stronger growth expected for paediatric cough, cold and allergy (hay fever) remedies and paediatric ibuprofen than paediatric digestive remedies
CATEGORY DATA
Table 74 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 77 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 78 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027