Consumer Health in 2025: The big picture
Consumer health in Georgia is maintaining stable growth in 2025, largely stimulated by the spread of leading pharmacy players into Georgians regions. Pharmacies are increasing the number of outlets in remote areas and also offering more modern formants, with open shelves, wider assortments of products, and various offers and discounts. Urbanisation and busy consumer lifestyles are encouraging demand for fast relief products and effective remedies, further supporting sales, while health and wellness trends encourage growing consumer awareness of health-related factors and, in turn, demand for consumer health products such as vitamins and dietary supplements, weight management products, sports nutrition, and more.
Key trends in 2025
The Georgian government has been reinforcing its efforts to promote domestic pharmaceutical production and ensure the quality and safety of medicines. In 2025, there is an ongoing push for local manufacturers to meet international Good Manufacturing Practice (GMP) standards. This aims to reduce reliance on imports and boost the competitiveness of Georgian-made pharmaceuticals.
Competitive landscape
Consumer health is a fragmented category in Georgia, with GSK Consumer Healthcare in the lead. However, in brand terms, the overall category is even more fragmented, with GSK’s well-known Panadol in seventh overall brand place, and with Vitrum from Takeda Pharmaceutical Co Ltd (STADA Arzneimittel AG (GBO)) in overall top brand place. STADA benefits from offering several known brands with high loyalty in Georgia, which are distributed in the country through different companies, e.g., Coldrex via STADA Arzneimittel AG, Cardiomagnyl via Nycomed Russia-CIS, etc. This GBO has strong positions in cough, cold and allergy (hay fever) remedies with Coldrex in the lead, along with Vitrum also leading vitamins and dietary supplements.
Channel developments
Pharmacies remain the major distribution channel for consumer health products in Georgia. Historically, consumers have a high trust in pharmacies and, as the number of outlets continues to grow across the country, these stores remain the primary shopping destination for over-the-counter (OTC) drugs and also for cosmetics and hygiene products. Leading pharmacy chains, such as PSP, Aversi, and GPC, successfully implement modern marketing strategies, such as price discounts and loyalty cards, etc., to retain and increase their consumer bases and stimulate sales.
What next for consumer health?
Sales of consumers health in Georgia will continue to see positive sales over the forecast period, as consumers will increasingly choose to treat themselves for minor health problems. This will be driven by easier access to health information and a desire for more affordable and convenient healthcare options. Also, as the population ages and the number of people with long-term illnesses rises, there will be a greater demand for easily available medications. The growing accessibility of consumer health all over the country will also support sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health 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 Consumer Health 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 Consumer Health in Georgia?
- Which are the leading brands in Consumer Health in Georgia?
- How are products distributed in Consumer Health in Georgia?
- How has the regulatory and operating environment for Consumer Health changed in Georgia?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Georgia
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Georgia
KEY DATA FINDINGS
Sales of analgesics maintain positive growth, supported by overall demand
Sopharma is the leader thanks to its popular portfolio, while Bayer benefits from its place in aspirin
Pharmacies remain the most popular outlets for analgesics
Steady sales will continue thanks to strong baseline demand
Ongoing innovations in efficacy will be led by global players
Legislations set to support local manufacturing opportunities
Cough, Cold and Allergy (Hay Fever) Remedies in Georgia
KEY DATA FINDINGS
Price increases boost value growth, while baseline demand supports consumption
Coldrex remains the most popular brand in the category, while Halls benefits from the growth of medicated confectionery
Pharmacies remain the most popular outlets for cough, cold, and allergy (hay fever). remedies
Value sales will remain driven by high prices, with consumption supported by baseline demand
Further innovations in locally-produced brands expected over the forecast period
Efficacy in products will remain a key driver of sales, over natural remedies
Dermatologicals in Georgia
KEY DATA FINDINGS
Value sales supported by high prices, with demand underpinned by “beauty-from-within” trends
GSK maintains leading company place thanks to strong overall portfolio
Pharmacies remain the most popular outlets, thanks to high level of consumer trust in such stores
Ongoing positive sales supported by high prices and “beauty-from-within” trends
Efficacy will be a key area of development, as consumers seek fast-acting remedies
Brand awareness and brand loyalty will remain key to sales for leading players
Digestive Remedies in Georgia
KEY DATA FINDINGS
Value sales boosted by high prices, while demand is supported by busy lifestyles leading to poor diets
A Menaruni Industrie Farmaceutiche Riunite maintains its lead thanks to offering well-known and trusted brands
Pharmacies remain the most popular outlets, supported by this channel’s expansion across the country
Sales of digestive remedies will remain positive, driven by high prices and baseline demand
Brand loyalty to effective, tried and trusted remedies will remain strong
Healthier lifestyles may lead to lower demand over the longer term
Wound Care in Georgia
KEY DATA FINDINGS
Sales supported by a widening variety of products and higher levels of sporting activities
Betasan maintains company lead, but faces competition from brands such as Pic and Medrull
Pharmacies remain the most popular outlets thanks to overall expansion of this channel
Ongoing positive sales supported by active lifestyles and a growing range of available products to suit different needs
Innovation set to be focussed on specialist products for different needs
Ageing population and rise of various ailments support demand for wound care
Sports Nutrition in Georgia
KEY DATA FINDINGS
Sports nutrition benefits from rise in sporting activity and busy, on-the-go lifestyles alike
Oprimum Nutrition maintains leading place thanks to strong reputation of trust among consumers
Sports nutrition stores benefit from offering specialist advice to consumers, while e-commerce benefits from convenience
Positive sales will continue, thanks to ongoing health trends supporting the consumption of sports nutrition products
Rising competition among smaller players will lead to more competitive prices and wider availability and accessibility of products
A growing assortment of products expected, to meet different consumer needs
Dietary Supplements in Georgia
KEY DATA FINDINGS
Dietary supplements perform well, with further scope for growth
Solgar maintains lead, while Amvilab increases its availability
Pharmacies remain the most popular outlets, thanks to ongoing expansion of the channel
Ongoing growth for dietary supplements, with further opportunities ahead
Specifically targeted supplements expected to rise in popularity
Increasing health-awareness will underpin ongoing sales
Vitamins in Georgia
KEY DATA FINDINGS
Sales of vitamins see healthy growth, with multivitamins proving especially popular
Vitrum retains its lead as the most popular brand, while Solgar performs well
Pharmacies remain the most popular outlets, thanks to ongoing expansion of the channel
Healthy ongoing sales for vitamins, thanks to the continued focus on preventative health
Numerous new launches expected over the forecast period, including from budget-friendly brands
Popular vitamins such as C and D will drive overall growth
Weight Management and Wellbeing in Georgia
KEY DATA FINDINGS
Sales of weight management and wellbeing supported by consumers’ growing health awareness
ESI maintains lead thanks to limited competition, while less-known products increase in product ranges and availability
Pharmacies maintain the strongest sales, while e-commerce offers convenience to consumers
Ongoing sales will be supported by rising health-consciousness
Innovations expected in products containing specialist ingredients
The rise of healthy lifestyles could potentially slow down sales of weight management products
Herbal/Traditional Products in Georgia
KEY DATA FINDINGS
Herbal/traditional products benefit from the long history of natural remedies in the country
Tbilkhimpharm maintains lead thanks to strong position in herbal/traditional sleeping aids
Pharmacies remain strong for sales, while e-commerce offers convenience
Positive sales will continue, driven by a cultural affinity for natural remedies and growing health trends
Herbal/non-herbal mixed products may pose rising competition to purely herbal products
Health and wellbeing trends will continue to underpin baseline demand
Paediatric Consumer Health in Georgia
KEY DATA FINDINGS
Health and wellbeing trends support demand for paediatric consumer health
Bayer benefits from perception of high quality and reliability
Pharmacies remain key for paediatric consumer health, with e-commerce also on the rise
Ongoing sales supported by the expansion of pharmacies and overarching health and wellbeing trends
Leading brands will continue to benefit from wide availability and strong promotions
Price sensitivity will stimulate the presence of discounts and promotions
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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