In 2024, value sales of oral care increased, driven by the expansion of modern grocery retail in Georgian regions. This development enabled a wider range of oral care products to become accessible to a broader consumer base. Toothpaste remained the largest and most frequently used product within the category, recording a solid increase in share and emerging as the most dynamic category of the year. Its affordability, availability in various price points, and essential nature contributed to its s

In 2024, sales of beauty and personal care in Georgia experienced notable growth, driven by rising consumer demand and the continued development of modern retail infrastructure. Social media played a significant role in stimulating interest and consumption, particularly in categories such as colour cosmetics and skin care. Growth in retail e-commerce was supported by influencers, which were key in driving engagement with young consumers, particularly Generation Z, who are increasingly engaged wi

In 2024, value sales of sun care in Georgia recorded a double-digit increase, driven by a combination of factors including the sunny Georgian climate, the presence of tourists, and growing consumer awareness regarding the harmful effects of sun exposure. The wide availability of sun care products in modern retail outlets, alongside discounts and promotional campaigns, further supported the category’s strong performance.

In 2024, value sales of colour cosmetics experienced a robust double-digit increase. A key driver of this growth was the rising influence of social media personalities on platforms such as TikTok and Instagram, where content focused on the use, promotion, and discussion of colour cosmetics. This trend notably resonated with a younger female demographic, who became increasingly engaged in the category. As such, the growth of this audience supported overall sales in colour cosmetics during 2024.

Deodorants recorded an uplift in value sales in Georgia in 2024. This growth was positively influenced by the expansion of modern retailing across the country, with these retailers enhancing their product assortments, offering a wider variety of deodorants, particularly in regional areas. Furthermore, the ongoing and growing emphasis on personal hygiene and grooming prompting more consumers to incorporate deodorants into their daily routines. Urban lifestyles, which often demand higher standards

In 2024, value sales of bath and shower products in Georgia saw an increase, driven by the ongoing expansion of modern retail channels. As such, a wider assortment of products became more readily available across regional areas, contributing to greater accessibility and consumer uptake.

In 2024, value sales of depilatories increased in Georgia, driven by growing awareness of personal grooming. Depilatories continued to gain popularity, offering a convenient at-home alternative to professional salon treatments. These goods offer affordability compared to salon-based hair removal services, while appealing to budget-conscious consumers. Ongoing innovations in product formulations, such as fast-acting creams and longer-lasting results, have enhanced the overall user experience and

In 2024, value sales of skin care recorded a strong double-digit increase. Many Georgian consumers are becoming increasingly aware of the importance of skincare and the benefits of maintaining a consistent and healthy routine. Innovations in skin care technology, along with the influence of beauty influencers and social media platforms, have played a significant role in driving consumer interest and engagement, reaching a broad audience across the country.

Value sales of fragrances in Georgia increased significantly in 2024, recording double-digit growth. This strong performance was primarily driven by the growing popularity of premium fragrances. Retailers actively supported the development of the luxury segment, making it increasingly attractive to consumers. Producers contributed by installing dedicated brand corners in stores, which served as platforms for hosting promotional events, client days, and influencer engagements. As a result, the lu

Retail value sales of hair care increased in Georgia in 2024, with both volume and value sales rising. This expansion was largely driven by the continued development of modern grocery retail into regional areas, which improved accessibility and availability. In addition, the active expansion of pharmacies across Georgian regions played a key role in widening the assortment of hair care products available to consumers.

In 2024, retail sales of baby and child-specific products in Georgia experienced a positive increase. This growth was primarily driven by rising hygiene standards and the development of modern grocery retail. However, a declining birth rate challenged sales, limiting further growth in this category.

Value sales of men’s grooming products in Georgia recorded a positive uplift in 2024. This growth was driven by increasing awareness of the benefits of grooming, including improved skin health and enhanced self-esteem. The Georgian market now offers a wide variety of specialised products tailored for men, ranging from skin care and hair care to fragrances, which has further stimulated category growth.

In 2024, value sales of mass beauty and personal care in Georgia increased, driven by rising consumption and a gradual shift towards more expensive mass brands. Growth was further supported by the continued expansion of modern retail, particularly health and personal care stores and pharmacies, which played a key role in widening product availability. However, the widespread use of deep promotional discounts constrained the full potential of value growth.

Value sales of premium beauty and personal care recorded a strong double-digit increase in 2024, driven by the concerted efforts of luxury retailers and manufacturers. Retailers continued to refurbish existing stores, enhancing the overall shopping environment and offering greater opportunities for brand personalisation. Manufacturers supported this by installing dedicated brand corners, serving as attractive spaces for hosting client days, running promotions, and inviting both consumers and inf

The population of Georgia is predicted to decline by 2.2%, due to changes in net migration and natural change, standing at a total of 3.6 million citizens by 2040. Mid-Lifers (aged 45-64) will represent the largest portion of the population by 2040. Generational cohorts will continue to influence consumer expenditure based on their specific purchasing habits and unique demands. Major cities across Georgia will continue to develop and expand, while Tbilisi will remain the largest city by 2040.

In 2024, moderate retail volume growth of menstrual care was driven by the active expansion of modern grocery retailers in Georgian regions, which allowed greater access to and a wider assortment of menstrual care across the country. Value sales, meanwhile, were boosted by the slight deprecation of the local currency as menstrual care products in Georgia are imported. This led to price increases, which contributed to the value growth in the year.

Volume growth of away-from-home tissue and hygiene products was robust again in Georgia in 2024, fuelled by increasing hygiene standards and healthy competition amongst cafés and restaurants. At the same time, inflation contributed to an increase in value sales in the year. The on-trade sector is gradually recovering from the impact of the COVID-19 pandemic; however, price sensitivity is limiting the potential for further value growth.

Rising urbanisation and increasing hygiene standards have stimulated further volume growth of retail tissue in Georgia in 2024. Unit prices experienced a downward trend in the year, largely due to the intense competition, with numerous brands vying for market share. Consumers are increasingly focused on finding affordable options, constantly seeking low-priced retail tissue products. At the same time, retailers are pushing for the lowest possible prices from producers and distributors to remain

Volume sales of wipes in Georgia experienced solid growth in 2024, driven by rising hygiene standards. Wet wipes provide a quick and easy cleaning solution, saving time and effort for those with busy lifestyles. The introduction of new options, including eco-friendly and biodegradable wipes, also attracted more consumers in 2024.

Volume sales of tissue and hygiene in Georgia in 2024 were primarily driven by the growth of hygiene standards and the active development of modern retail across the country. As consumers are more aware of the importance of hygiene, the demand for tissue and hygiene products has risen, fostering an increase in volume sales. In addition, the expansion of modern retail outlets ensured that these products are more widely distributed, making it easier for consumers to access a broader range of produ

Volume sales of nappies/diapers/pants witnessed further decline in 2024 due to the decline in the birth rate in Georgia. Value sales, however, increased, driven by inflation and the increasing availability of premium, natural and eco-friendly products.

Moderate value and volume growth of retail adult incontinence in 2024 was driven by the increasing number of Georgians aged 65 and over. The rise in unit prices due to inflation also contributed to value growth in the year. In addition, there is growing recognition and acceptance of incontinence issues, leading to more consumers using these products. Factors such as obesity, diabetes, and childbirth are also contributing to an increasing number of Georgians suffering from incontinence, further b

Surface care in Georgia saw steady growth in volume sales in 2024, supported by the country’s economic growth and the continuous development of modern retail channels. The expansion of organised store-based retail outlets has made surface care products more accessible to a broader consumer base, contributing to the overall growth of the category.

In 2024, the dishwashing category in Georgia recorded stable growth in both volume and value sales. This steady performance reflects a dual trend in consumer behaviour. On one hand, a segment of the population remains loyal to established brands, valuing their perceived quality and consistency. On the other hand, a significant portion of consumers prioritises cost savings, showing little brand attachment and instead focusing on securing the best deals available. As a result, products offered at