Home care in 2024: The big picture
In 2024, the home care market in Georgia was shaped by steady economic growth and a relatively stable exchange rate, both of which helped to stimulate volume sales. While the presence of immigrants from Russia, Ukraine and Belarus had previously influenced market dynamics, their impact has diminished somewhat.
2024 key trends
Price sensitivity continued to be a defining characteristic of Georgian consumers in 2024. Despite their willingness to spend more on discretionary items such as clothing, leisure activities and travel, many remain highly conscious of prices when it comes to home care products.
Competitive landscape
Competition within home care market has intensified - particularly for leading brands as they face growing pressure from more affordable alternatives. Retailers are actively optimising shelf space, which often involves reducing the number of SKUs they carry.
Retailing developments
The discounters retail distribution channel has been gaining significant traction in Georgia, in a trend set to persist throughout the forecast period. Characterised by a limited number of SKUs, minimal staffing and a focus on lesser-known brands imported directly by retailers, this channel is regarded as having the highest growth potential in the market.
What next for home care?
During the forecast period, Georgian retailers are expected to concentrate their efforts on promoting top-selling home care brands. The combination of strong consumer demand for discounts and retailers’ unwillingness to absorb the cost of these promotions is likely to contribute to price increases for certain products.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care 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:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care 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 Home Care 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 Home Care in Georgia?
- Which are the leading brands in Home Care in Georgia?
- How are products distributed in Home Care in Georgia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Georgia
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Georgia
KEY DATA FINDINGS
Rising consumer awareness and the persistent expansion of modern grocery retail push growth for air care in 2024
Little shift towards electric air care amid brand loyalty
Stable product variety with new scents but low demand for natural ingredients
Steady growth with potential in less mature segments
Intensified competition influenced by shelf optimisation
Rising health awareness to boost premium segment growth
Bleach in Georgia
KEY DATA FINDINGS
Bleach remains staple product in Georgian households
Changing preferences among younger consumers
Surface care innovations undermine demand for bleach
Bleach to see declining demand during forecast period
Modern retail expansion will further constrain growth potential
Price sensitivity and traditional retail to support some sales in bleach
Dishwashing in Georgia
KEY DATA FINDINGS
Stable growth driven by price sensitivity and brand loyalty
Rising popularity of automatic dishwashing tablets among younger consumers
Limited product innovation in dishwashing category
Consistent growth forecast, with hand dishwashing maintaining dominance
Price competition remains key market force
Growing awareness of eco-friendly products tempered by price sensitivity
Home Insecticides in Georgia
KEY DATA FINDINGS
Moderate growth for home insecticides in 2024
Imports decline, impacting overall growth potential
Category suffers from lack of product innovation
Home insecticides holds room for further expansion
Competition set to intensify
Shifting consumer demands will drive development
Laundry Care in Georgia
KEY DATA FINDINGS
Sustainability-focused products face limited consumer demand
Powder detergents maintains dominance
Limited uptake of premium liquid detergents and tablets
Stable growth with opportunities for liquid formats forecast
Intensifying retail competition and evolving assortments
Persistent price sensitivity shaping purchasing decisions
Polishes in Georgia
KEY DATA FINDINGS
Growing consumer awareness and retail development drive polishes sales
Lack of competition shapes the polishes landscape
Shelf optimisation pressures polishes assortment
Emerging growth potential for less mature polishes
Retailer strategies influence competitive dynamics
Price sensitivity drives shifts in consumer behaviour
Surface Care in Georgia
KEY DATA FINDINGS
Steady growth driven by economic development and evolving consumer preferences
Post-pandemic shift towards specific surface care needs
Product innovation through formula improvements and design updates
Expansion of modern retail to support volume growth
Shelf-space optimisation and the rise of private imports
Growing competition from parallel imports and cross-border sourcing
Toilet Care in Georgia
KEY DATA FINDINGS
Shifting consumer preferences in toilet care
The growing impact of parallel imports
Toilet care home to new product innovations but limited eco-friendly offer
Steady growth driven by modern retail expansion
Challenges posed by parallel imports
Focus on efficiency over sustainability
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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