In 2023, tissue and hygiene in Georgia sustained a stable performance, buoyed by consistent economic conditions, a burgeoning immigrant population, and a resurgence in pre-pandemic lifestyles. Despite encountering challenges such as dwindling birth rates and heightened price sensitivity among consumers, the product area exhibited resilience, adapting to evolving dynamics.
Price sensitivity among consumers surged as disposable income growth decelerated, compelling individuals to meticulously seek out the most competitive prices for their preferred brands across a spectrum of retail channels. Leading market players adeptly maintained their market positions through unwavering brand loyalty, leveraging frequent price discounts and the introduction of innovative product lines to sustain consumer engagement.
The competitive landscape in tissue and hygiene intensified, driven by the influx of parallel imports from Turkey and escalating competition among modern retail channels. Despite the fervent competition, brand allegiance remained robust, with consumers demonstrating reluctance to change brands unless presented with comparable quality at a reduced cost.
Throughout 2023, modern retail channels continued their expansion, steadily eclipsing traditional outlets as franchised grocery stores proliferated across the landscape. This expansion prompted a heightened level of price competition among retail chains, with investments directed towards establishing low-cost alternatives to attract price-conscious consumers.
Forecasts for the future anticipate a continuation of stable volume sales, underpinned by sustained economic stability and an enhanced consumer awareness, particularly in the realm of adult incontinence products. However, the trajectory of unit price growth may encounter moderation due to heightened competition from parallel imports and the prevailing price wars within the modern retail sphere.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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