"Sanitary Protection in Georgia" Published

In 2014, there was a rich product variety in Georgia. Brands widened their product portfolios with higher quality products with additional features. Manufacturers focused on products with soft and thin surfaces and higher absorbency. A large proportion of Georgian women remain loyal to towels, which was the main sales driver in 2014. It accounted for 88% of value sales and generated GEL29 million. Tampons remain unpopular among local consumers. Pantyliners are becoming essential for everyday use due to increased beauty awareness among the female population.

Competitive Landscape

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The leader was Procter & Gamble with a value share of 34% and GEL11 million sales in 2014. Its Always brand has a long presence in Georgia and benefits from highest consumer awareness. It has the widest portfolio of towels, offering specially designed products for special occasions. Always has the best shelf placement and the company actively invests in marketing campaigns for its brand. Georgian women are loyal to the Always brand as it earned trust through keeping product quality consistently high.

Industry Prospects

Since 2012 sanitary protection tended towards more sophisticated and thinner products with high absorbency, overtaking old-fashioned products. Over the forecast period tampons will grow significantly, even though it will still have a small value sales share of 6%. Ultra-thin towels will continue to be popular and the sanitary protection product most in demand; towels with wings are getting especially popular. Although each category is scheduled to yield positive growth, the population aged 12-54 will decline by 2% over the forecast period, which might impact on the development of sanitary protection. The inflation rate remains another negative factor, projected to reach 5%.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection 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

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