The departure of many immigrants who arrived in Georgia during 2022, particularly toward the end of 2023, has continued to impact the consumption of hot drinks in 2024. This reduction in immigrant numbers has contributed to a deceleration in the growth of hot drink sales, despite Georgia’s stable economic performance and relatively steady exchange rate.
The increasing focus on health and wellness among Georgian consumers has fostered the introduction of healthier hot drink alternatives, shaping the trends seen in 2024. An expanding range of unsweetened coffee mixes and instant coffee products with reduced caffeine content has captured the interest of health-conscious consumers.
Two global players, that is Jacobs Douwe Egberts and Nestlé SA, continue to lead the competitive landscape, with both accounting for two-fifths of value share in 2024. Jacobs Douwe Egberts leads in coffee overall in terms of value share, as well as in instant coffee, and also offers fresh ground coffee.
Modern grocery retail formats have continued to gain market share at the expense of traditional retail channels, reflecting broader shifts in consumer shopping habits. Convenience stores, in particular, have recorded the fastest growth in the number of outlets, appealing to Georgian consumers seeking nearby, easily accessible shopping options.
The foodservice channel has continued to grow at a faster pace than retail, benefiting from the recovery of the tourism sector and the increasingly fast-paced lifestyles of Georgian consumers. The demand for on-the-go consumption of hot drinks has played a pivotal role in driving growth within foodservice.
The forecasted rise in prices is expected to exert downward pressure on the volume sales of hot drinks in Georgia, posing challenges for the industry over the coming years. However, modern grocery retail, particularly convenience stores, is anticipated to secure a larger share of hot drinks sales as consumer habits continue to evolve.
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Hot Drinks
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