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Notably, the emergence of Coronavirus (COVID-19) in Georgia resulted in a distribution shift in beauty and personal care in 2020. Indeed, there was a complete lockdown from the beginning of March until the end of April. During this time, all retailers except grocery stores and chemists/pharmacies were required to close. Therefore, the only channels that contributed to the sales of beauty and personal care during these months were the mentioned ones.
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 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 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.
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS BEAUTY AND PERSONAL CARE IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Home seclusion and financial worries caused consumers to restrict their mass beauty and personal care purchases in 2020
Preventative hygiene trend boosted certain product sales
Direct selling continued gaining ground
RECOVERY AND OPPORTUNITIES
Return of social interaction will drive recovery in the forecast period
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 2015-2020 Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Financial and social implications of the pandemic dwindled demand for premium beauty and personal care in 2020
Some affluent consumers maintained their purchasing patterns to a certain extent
Puig Rus strengthened its leadership of premium beauty and personal care
RECOVERY AND OPPORTUNITIES
Easing of restrictions will lead to a swift recovery in the forecast period
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 2015-2020 Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Initial stockpiling witnessed at onset of lockdown in 2020
Versatility and multi-purpose benefits of baby wipes supported growth
Multinationals continued dominating the competition
RECOVERY AND OPPORTUNITIES
Gradual recovery expected in the forecast period due to the economic slowdown
More consumers trading down and rising unit prices may moderate recovery
Baby wipes will continue driving growth
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025BATH AND SHOWER IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Booming demand for bath soap led to product shortages in the beginning of 2020
Increased hand washing routines revived the performance of liquid soap
Colgate-Palmolive retained leadership of bath and shower
RECOVERY AND OPPORTUNITIES
Slower growth expected in the forecast period as purchases will continue being restricted by lower disposable incomes
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 2015-2020 Table 33 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 35 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 36 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 38 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025COLOUR COSMETICS IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Home seclusion and mask wearing dwindled the need to use colour cosmetics in 2020
Local currency devaluation increased prices
Players were not ready for a shift to e-commerce
RECOVERY AND OPPORTUNITIES
Gradual recovery expected in the forecast period as consumers remain wary of their spending patterns
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 2015-2020 Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 43 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020 Table 44 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 46 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 47 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 48 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025 Table 49 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025DEODORANTS IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Usage rates of deodorants dropped amid home seclusion in 2020
The summer months provided relief and higher usage
Unilever solidified its leadership of deodorants with a wide product portfolio of mass brands
RECOVERY AND OPPORTUNITIES
Loosening restrictions will drive demand in the forecast period
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 2015-2020 Table 51 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 52 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 53 NBO Company Shares of Deodorants: % Value 2016-2020 Table 54 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 55 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 56 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 57 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 58 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025DEPILATORIES IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Consumers saw little need to keep up personal grooming regimens while under lockdown in 2020
Affordable beauty salon treatments posed a competitive threat
Depilatories remained almost exclusively reliant on imports
RECOVERY AND OPPORTUNITIES
Demand from price-sensitive consumers will drive recovery in the beginning of the forecast period
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 2015-2020 Table 60 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 61 NBO Company Shares of Depilatories: % Value 2016-2020 Table 62 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 63 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 64 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025FRAGRANCES IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Lack of social occasions dwindled demand for fragrances in 2020
Economic uncertainty furthered the decline due to growing price-sensitivity
Direct selling continued gaining value share by offering affordable options to consumers
RECOVERY 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 2015-2020 Table 66 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of Fragrances: % Value 2016-2020 Table 68 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 69 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 70 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 71 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 72 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025HAIR CARE IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Consumers saw little need to upkeep hair care regimens under lockdown in 2020
Salon professional hair care felt the brunt of the negative impact
Rise in unit prices was counterbalanced with retailers' discounting campaigns
RECOVERY 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 2015-2020 Table 74 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 75 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 76 NBO Company Shares of Hair Care: % Value 2016-2020 Table 77 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 78 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 79 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 80 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 81 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 83 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025MEN'S GROOMING IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Home seclusion drove demand down in 2020
Closure of hair salons and barbers may have prevented a further decline
Retailers turned to discounting promotions to attract consumers
RECOVERY 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 2015-2020 Table 85 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020 Table 88 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 89 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 91 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 92 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025ORAL CARE IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Economic uncertainty encouraged trading down in 2020 slowing sales
Premium and non-essential products felt the largest impact from the pandemic
No new product launches were observed
RECOVERY 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 2015-2020 Table 94 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 95 Sales of Toothbrushes by Category: Value 2015-2020 Table 96 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 97 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 98 NBO Company Shares of Oral Care: % Value 2016-2020 Table 99 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 100 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 102 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025SKIN CARE IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Growth slowed in 2020 as consumers focused spending on more essential areas
Consumers traded down in efforts to save money
Competition within skin care intensified with L'Oreal Groupe taking over leadership from Kalina Concern
RECOVERY 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 2015-2020 Table 105 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 106 NBO Company Shares of Skin Care: % Value 2016-2020 Table 107 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 108 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 109 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025SUN CARE IN GEORGIA
KEY DATA FINDINGS
2020 IMPACT
Loss of tourism due to COVID-19 dwindled demand for sun care in 2020
Baby and child-specific sun care was more resilient in the face of the pandemic
Beiersdorf continued leading sun care with its trusted global brand Nivea Sun
RECOVERY 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 2015-2020 Table 112 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 113 Sales of Sun Care by Premium vs Mass: % Value 2015-2020 Table 114 NBO Company Shares of Sun Care: % Value 2016-2020 Table 115 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 117 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025 Table 119 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025