The Georgian economy suffered a sharp decline as a result of COVID-19, with widespread job losses. The economy also suffered from the reduction in foreign tourists, as visitors are an increasingly important contributor to the economy and spend significant sums of money in beauty and health specialists, as well as in apparel and footwear specialists. Devaluation of the lari also led to general price increases.
Euromonitor International's Retailing in Georgia report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.
Product coverage: Non-Store Retailing, Store-based Retailing.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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* Get a detailed picture of the Retailing market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
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Retailing in Georgia
Euromonitor International
February 2021
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on retailing
COVID-19 country impact
E-commerce registers huge boost
Rise in local production, due to shortages of imported products
What next for retailing?
OPERATING ENVIRONMENT
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2018
Physical retail landscape
Cash and carry
Seasonality
Back to school
New Year
Payments and delivery
Emerging business models
MARKET DATA
Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
Table 3 Sales in Store-Based Retailing by Channel: Value 2015-2020
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020
Table 5 Store-Based Retailing Outlets by Channel: Units 2015-2020
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020
Table 7 Sales in Non-Store Retailing by Channel: Value 2015-2020
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2015-2020
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2015-2020
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020
Table 15 Retailing GBO Company Shares: % Value 2016-2020
Table 16 Retailing GBN Brand Shares: % Value 2017-2020
Table 17 Store-based Retailing GBO Company Shares: % Value 2016-2020
Table 18 Store-based Retailing GBN Brand Shares: % Value 2017-2020
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2017-2020
Table 20 Non-Store Retailing GBO Company Shares: % Value 2016-2020
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2017-2020
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 2 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Modern grocery retailers fared better than other retailers
Nikora JSC jumps to leading position thanks to expansion, as MAF Hypermarkets Georgia slips to second
Hypermarkets set to grow with expansion of Nikora XL
RECOVERY AND OPPORTUNITIES
Modern grocery will pass out traditional grocery by 2025
Modern grocery retailers set to see continued growth boosted by performance of convenience stores
Hypermarkets challenging traditional outdoor markets and bazaars with low prices
CHANNEL DATA
Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2015-2020
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2015-2020
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 accelerates decline, as consumers flock to modern grocery retailers
Key traditional grocery retailers focus on bakery products
Continuing demand for fresh products provides a lifeline to traditional grocery retailers in increasingly competitive environment
RECOVERY AND OPPORTUNITIES
Value decline continues as modern grocery and e-commerce eats up value share
Impulse purchases to support traditional grocery retailers
Traditional grocery retailers also face competition from informal markets
CHANNEL DATA
Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Steep value decline as outlets closed temporarily and demand also significantly lower
LC Waikiki Magazacilik Hizmetleri Tic continues to lead channel, positioning itself as an economy brand
Growing popularity of e-commerce poses a challenge to small, independent apparel and footwear specialist retailers
RECOVERY AND OPPORTUNITIES
Once infection rates start to fall, people will update their wardrobes as they socialise again
Ongoing development of shopping centres continues to support growth of apparel and footwear specialist retailers
Product area largely dependent on tourist
CHANNEL DATA
Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Pharmacies perform well, but beauty retailers lose out
PSP Group remains leader through strong marketing and advertising efforts
Currency devaluation has less impact on health products than on other products
RECOVERY AND OPPORTUNITIES
If economy recovers, beauty specialist retailers will register higher value growth than pharmacies
Chemists/pharmacies poised for continued growth in line with increased health awareness
Beauty specialist retailers benefit from the growing number of shopping centres
CHANNEL DATA
Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020
Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Direct selling negatively impacted by restrictions on movement due to COVID-19
Avon Oriflame and Faberlic continue to dominate channel
Oriflame Georgia continues to add to its portfolio, offering products beyond beauty and personal care
RECOVERY AND OPPORTUNITIES
Lower value growth than prior to COVID-19, with economy brands driving value sales
No signs of direct selling expanding beyond beauty and personal care over the forecast period
E-commerce likely a threat to direct selling growth over the forecast period
CHANNEL DATA
Table 84 Direct Selling by Category: Value 2015-2020
Table 85 Direct Selling by Category: % Value Growth 2015-2020
Table 86 Direct Selling GBO Company Shares: % Value 2016-2020
Table 87 Direct Selling GBN Brand Shares: % Value 2017-2020
Table 88 Direct Selling Forecasts by Category: Value 2020-2025
Table 89 Direct Selling Forecasts by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Online grocery the star performer, due to COVID-19
Goodwill edges past Amazon, thanks to huge boost in value sales of grocery
Amazon.com remains leader due to wide range and wide awareness
RECOVERY AND OPPORTUNITIES
Increasing access to faster internet speeds will drive value growth
Popularity of international e-commerce sites affected by currency devaluation
Improvements and rising trust amongst consumers in online payment systems supports e-commerce growth
CHANNEL DATA
Table 90 E-Commerce by Channel and Category: Value 2015-2020
Table 91 E-Commerce by Channel and Category: % Value Growth 2015-2020
Table 92 E-Commerce GBO Company Shares: % Value 2016-2020
Table 93 E-Commerce GBN Brand Shares: % Value 2017-2020
Table 94 Forecast E-Commerce by Channel and Category: Value 2020-2025
Table 95 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Online food delivery companies drive value sales in mobile e-commerce
Mobile e-commerce receives fuel injection in 2020
Growing number of players expected to launch mobile retail apps over the forecast period
RECOVERY AND OPPORTUNITIES
More affordable mobile date packages will drive value sales
Older people becoming more open to mobile e-commerce
Expanding coverage by mobile operators to further support the development of mobile e-commerce
CHANNEL DATA
Table 96 Mobile E-Commerce: Value 2015-2020
Table 97 Mobile E-Commerce: % Value Growth 2015-2020
Table 98 Mobile E-Commerce Forecasts: Value 2020-2025
Table 99 Mobile E-Commerce Forecasts: % Value Growth 2020-2025
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