COMPETITIVE LANDSCAPE
Borjomi maintains leadership
IDS Borjomi Georgia Ltd is the leading player in bottled water in Georgia in terms of off-trade volume sales, supported by a strong retail presence and well-established reputation. The company’s Bakuriani, Borjomi and Likani brands occupy the premium segment, which is helping the company to maintain its strong position.
Coca-Cola’s Mtis brand leads growth
Coca-Cola Bottlers Georgia Ltd is the fastest-growing player in bottled water in Georgia, driven by the strong performance of its Mtis brand. Introduced in 2020, Mtis has experienced rapid growth over the review period, largely due to its lower price point compared with competing brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water 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 Bottled Water 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.
The Bottled Water in Georgia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bottled Water in Georgia?
- To what extent are health considerations impacting consumption of Bottled Water in Georgia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Bottled Water in Georgia?
- Which are the leading brands in Bottled Water in Georgia?
- What potential exists for multinational or domestic soft drinks companies to expand in Georgia?
- How are products distributed in Bottled Water in Georgia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Bottled Water?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Bottled Water in Georgia - Category analysis
KEY DATA FINDINGS
Convenience, innovation, and price dynamics shape bottled water
Modest growth amid price pressures
Still flavoured bottled water leads growth
Steady, yet modest growth expexted, supported by rising on-the-go consumption and flavoured varieties
Innovations will drive expansion
Rising prices could lead to greater polarisation
Borjomi maintains leadership
Coca-Cola’s Mtis brand leads growth
Convenience stores continue to replace small local grocers
E-commerce fastest-growing channel
Soft Drinks in Georgia - Industry Overview
Convenience, affordability, and health drive sales
KEY DATA FINDINGS
Continued growth for soft drinks
Gradual shift towards healthier choices
Consumers prioritise affordability amid mounting cost-of-living pressures
Forecast steady growth despite price increases
Convenience will be key innovation driver
Further expansion of modern grocery retail will increase competitive pressures
Coca-Cola strengthens leadership through marketing and chiller cabinet expansion
Caffeine-focused brands see strong performance
Growing presence of parallel imports
Convenience stores remains leading distribution channel
E-commerce registers rapid growth
Retailers’ optimisation strategies pose challenges for soft drinks players
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Bottled Water
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- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
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- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bottled Water research and analysis database.
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