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Report
Consumer Health in Georgia
Market Direction I 2024-09-23 I 84 Pages I Euromonitor
Consumer health in Georgia in 2024 is being impacted by several broad factors. The exchange rate has remained stable throughout 2023 and into 2024, resulting in minimal growth in the prices of OTC products. The influx of immigrants from Russia, Ukraine and Belarus to Georgia in 2022, prompted by the war in Ukraine, is gradually decreasing. At the same time, tourism continues to recover, positively impacting the volume sales of OTC drugs. The Georgian OTC market demonstrates considerable stabilit...
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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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
September 2024
List Of Contents And Tables
CONSUMER HEALTH IN GEORGIA
EXECUTIVE SUMMARY
Consumer health in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2019-2024
Table 2 Life Expectancy at Birth 2019-2024
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2019-2024
Table 4 Sales of Consumer Health by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Consumer Health: % Value 2020-2024
Table 6 LBN Brand Shares of Consumer Health: % Value 2021-2024
Table 7 Penetration of Private Label by Category: % Value 2019-2024
Table 8 Distribution of Consumer Health by Format: % Value 2019-2024
Table 9 Distribution of Consumer Health by Format and Category: % Value 2024
Table 10 Forecast Sales of Consumer Health by Category: Value 2024-2029
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2024-2029
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
2024 DEVELOPMENTS
Volume sales rise as value sales struggle in 2024
Panadol as preferred choice for acetaminophen
Highly fragmented landscape encourages consumers to prioritise price
PROSPECTS AND OPPORTUNITIES
Slowed growth forecast for analgesics in Georgia
Price regulation to impact category development
Progress to come from established players
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2019-2024
Table 13 Sales of Analgesics by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Analgesics: % Value 2020-2024
Table 15 LBN Brand Shares of Analgesics: % Value 2021-2024
Table 16 Forecast Sales of Analgesics by Category: Value 2024-2029
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2024-2029
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value growth is moderate in 2024
Aversi-Rational continues to lead overall category
Whooping cough on the rise
PROSPECTS AND OPPORTUNITIES
Value growth will be stable during forecast period
Players to cater to increased price sensitivity
Consumers will prioritise efficacy, while allergies will continue to rise
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2024
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2024-2029
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2024-2029
DIGESTIVE REMEDIES IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Local lifestyles support sales in digestive remedies
A Menarini Industrie Farmaceutiche Riunite leads highly competitive landscape
Rising competitive threat from generics and low-cost alternatives
PROSPECTS AND OPPORTUNITIES
Forecast period will see sustained demand for digestive remedies
Competition set to intensify
Continued consumer focus on efficacy, with ageing population supporting value sales
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2019-2024
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Digestive Remedies: % Value 2020-2024
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2021-2024
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2024-2029
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2024-2029
DERMATOLOGICALS IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising health consciousness pushes volume sales in 2024
Hair loss treatment benefits from expanding consumer base, while GSK continues to lead overall category
High brand loyalty amid intense competition
PROSPECTS AND OPPORTUNITIES
Positive growth predicted for dermatologicals in Georgia
Increased investment in improving offerings
Intense competition will encourage discounts, while consumers shift towards professional advice
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2019-2024
Table 31 Sales of Dermatologicals by Category: % Value Growth 2019-2024
Table 32 NBO Company Shares of Dermatologicals: % Value 2020-2024
Table 33 LBN Brand Shares of Dermatologicals: % Value 2021-2024
Table 34 Forecast Sales of Dermatologicals by Category: Value 2024-2029
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2024-2029
WOUND CARE IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Wound care is mature and suffers from limited growth potential
Variety of offers expands with Betasan's Santavik brand ahead of the rest
Sticking plasters lacks innovation
PROSPECTS AND OPPORTUNITIES
Stable growth predicted for wound care in Georgia
Convenience trend set to accelerate
Price competition and value-added solutions to become more prevalent
CATEGORY DATA
Table 36 Sales of Wound Care by Category: Value 2019-2024
Table 37 Sales of Wound Care by Category: % Value Growth 2019-2024
Table 38 NBO Company Shares of Wound Care: % Value 2020-2024
Table 39 LBN Brand Shares of Wound Care: % Value 2021-2024
Table 40 Forecast Sales of Wound Care by Category: Value 2024-2029
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2024-2029
VITAMINS IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth supported by rising consumer awareness
Players invest in promotion, while multivitamins accounts for greatest value share
Dietary supplements presents rising threat to vitamins, and Takeda continues to lead
PROSPECTS AND OPPORTUNITIES
Stable demand forecast for vitamins
Players will continue to invest in promotional strategies, with multivitamins remaining biggest value drivers
Competition set to intensify with women remaining target for multivitamins
CATEGORY DATA
Table 42 Sales of Vitamins by Category: Value 2019-2024
Table 43 Sales of Vitamins by Category: % Value Growth 2019-2024
Table 44 Sales of Multivitamins by Positioning: % Value 2019-2024
Table 45 NBO Company Shares of Vitamins: % Value 2020-2024
Table 46 LBN Brand Shares of Vitamins: % Value 2021-2024
Table 47 Forecast Sales of Vitamins by Category: Value 2024-2029
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2024-2029
DIETARY SUPPLEMENTS IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth continues in line with rising awareness
Regular consumption increases
Advertising and discounting remain key within fragmented landscape
PROSPECTS AND OPPORTUNITIES
Stable growth predicted thanks to heightened consumer awareness
Competition will remain intense
New players anticipated to enter dietary supplements in Georgia
CATEGORY DATA
Table 49 Sales of Dietary Supplements by Category: Value 2019-2024
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2019-2024
Table 51 Sales of Dietary Supplements by Positioning: % Value 2019-2024
Table 52 NBO Company Shares of Dietary Supplements: % Value 2020-2024
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2021-2024
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2024-2029
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2024-2029
WEIGHT MANAGEMENT AND WELLBEING IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Hectic lifestyles drive consumption
Growth remains limited by few players and products, and shifting consumer focus
Sports nutrition as a rising threat, while GM Pharmaceuticals maintains category leadership
PROSPECTS AND OPPORTUNITIES
Demand fuelled by promise of efficacy
Category faces challenges from niche positioning and competition from sports nutrition
Lack of promotions and discounts to hinder growth, with alternative solutions offering further challenges
CATEGORY DATA
Table 56 Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2020-2024
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2021-2024
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2024-2029
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2024-2029
SPORTS NUTRITION IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Category sales supported by rising fitness trends
Limited players competing in sports nutrition
Price-sensitive consumers prompt players to offer regular discounts, with e-commerce providing significant sales
PROSPECTS AND OPPORTUNITIES
Growth set to continue throughout forecast period
Players will broaden their portfolios
Specialist retailers will remain leading channel amid intensifying competition
CATEGORY DATA
Table 62 Sales of Sports Nutrition by Category: Value 2019-2024
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
Table 64 NBO Company Shares of Sports Nutrition: % Value 2020-2024
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029
HERBAL/TRADITIONAL PRODUCTS IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth supported by rising interest dietary supplements and cough remedies
Products suffer from perception of low efficacy
Naturalness trend boosts interest in herbal/traditional options, while GMP continues to lead overall category in 2024
PROSPECTS AND OPPORTUNITIES
Category faces struggles ahead
Competition will intensify, prompting price reductions and more green messaging
Natural trend to both support sales and increase cross-category competition, while segmentation will expand
CATEGORY DATA
Table 68 Sales of Herbal/Traditional Products: Value 2019-2024
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2019-2024
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2020-2024
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2021-2024
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2024-2029
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2024-2029
PAEDIATRIC CONSUMER HEALTH IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Vitamins leads in 2024, despite declining birth rate
GSK continues to lead, leveraging trust in high-quality offerings
Preventative approach supports specific segments within an underdeveloped category
PROSPECTS AND OPPORTUNITIES
Forecast period will see stable demand and expanded portfolios, while birth rate continues to fall
Falling birth rate and competition from fortified and functional foods threaten progress
Players to invest more in product development
CATEGORY DATA
Table 74 Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2024-2029
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2024-2029
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