Now Available: Retail Tissue in Georgia

The main sales driver in 2014 remained the most established product in Georgia – toilet paper – accounting for 54% of total tissue sales. Georgian consumers are gradually shifting from traditional cloth products to convenient and timesaving paper ones. Consumption of kitchen towels and boxed facial tissues grew due to the busy lifestyles of modern families; these categories registered growth of 13% and 7% respectively.

Competitive Landscape

Retail tissue was led by Ipek Kagit San ve Tic with a value share of 21%, reaching sales of GEL12 million in 2014. The company is present with brands Selpak and Solo. Both brands earned loyalty and trust among Georgian consumers through long history, high quality and active advertising campaigns. The company has a 24% value share in paper tableware owing to its large napkins portfolio. In toilet paper Solo and Selpak offer multipacks, appealing to cost-conscious buyers, and held a 17% value share. Ipek Kagit San led facial tissues with a value share of 14%. Pocket handkerchiefs from Selpak have the highest brand awareness among Georgian consumers, as the brand was a pioneer introducing this product.

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Industry Prospects

In the forecast period all areas are expected to record positive growth. The products with the most penetration, such as toilet paper and napkins, will continue driving sales. Georgian consumers gradually accept disposable wares and established products like kitchen towels and paper tablecloths, but still at low rates. Domestic companies are strong in retail tissue, controlling about 25% value share. For the forecast period, further strengthening of domestic companies is anticipated, as they will invest more into technologies and continue winning in terms of price policy over importers.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in Georgia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retail Tissue industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue in Georgia market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Retail Tissue in Georgia?

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