Throughout the forecast period, the surface care market in Georgia is expected to maintain consistently positive volume growth, driven largely by the continued expansion of modern retail formats. The development of grocery retail chains, especially in regional and remote areas, will play a crucial role in boosting sales and increasing consumer awareness of different surface care brands.
Retailers in Georgia are anticipated to further optimise their shelf space by reducing the number of SKUs and concentrating on established surface care brands alongside inexpensive private import lines. This strategic focus is expected to intensify competition, as fewer brands will dominate retail shelves, making it more challenging for new or lesser-known products to gain visibility.
The anticipated rise in parallel imports is set to heighten competition within Georgia’s surface care market. The expansion of parallel import activities poses a significant challenge for traditional distributors, as local retailers increasingly source leading brands directly from neighbouring countries like Turkey.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsThis report originates from Passport, our Surface Care research and analysis database.
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