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Busy Lifestyles Drive Demand for Convenient Home Care Products
The home care market in Georgia demonstrated growth in 2025, wincreasing by 7% on the previous year to GEL325 million, driven by consumers' busy lifestyles and demand for convenient and effective products. Laundry care remained the largest category, with liquid laundry detergents recording significant growth due to their ease of use and affordability. The market is expected to continue growing at a current value CAGR of 5% to GEL415 million by 2030, driven by urbanisation and increasing median disposable income per household. To succeed in this market, brands should focus on offering convenient formats, competitive pricing and sustainable 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
Busy Lifestyles Drive Demand for Convenient Home Care Products
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Busy Lifestyles Drive Demand for Convenient Home Care Products
Chart 2 Perwoll Leads Liquid Laundry Detergents in Georgia
Laundry Care Dominates Home Care Sales with Convenient Formats
Private Label Expansion and Sustainability Shape Home Care Trends
Chart 3 Price Sensitivity Drives Private Label Growth
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
Convenient Formats to Drive Growth in Home Care
Growing Demand for Eco-Friendly Products to Present New Opportunities
Price Sensitivity to Drive Competition and Private Label Growth
Chart 7 Analyst Insight for Home Care
Chart 8 Frosch Bathroom Cleaner Available With Recycled Packaging
Chart 9 Forecast Value Sales 2020-2030
Chart 10 Forecast Value Sales by Category 2025-2030
Leading Players Benefit From Strong Brand Portfolio
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Small Local Grocers Lead with Widespread Presence and Competitive Pricing
Retail E-Commerce Grows Rapidly with Innovative Delivery Services
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Georgia
Key Data Insights
Premiumisation and Convenience Drive Growth
Chart 21 Key Industry Trends for Air Care
Premiumisation and Convenience Drive Growth
Chart 22 Glade Introduces Mood-Boosting Aromas
Mood-Boosting Ingredients Drive Innovation and Growth
Chart 23 Value Sales 2020-2030
Chart 24 Volume Sales 2020-2030
Chart 25 Value Sales by Category 2025
Balance between Premiumisation and Affordability Will Be Required
Chart 26 Analyst Insight for Air Care
Niche Categories to Drive Assortment Growth
Increasing Competition and Premiumisation to Shape Future
Chart 27 Forecast Value Sales 2020-2030
Chart 28 Forecast Value Sales by Category 2025-2030
Leading Brands Retain Dominance Despite Growing Competition
Chart 29 Company Shares 2025
Chart 30 Brand Shares 2025
Small Local Grocers Lead Air Care Sales with Competitive Pricing
Retail E-Commerce Grows Rapidly Driven by Convenience and Lifestyle Changes
Chart 31 Retail Channels 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real Gdp Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Georgia
Key Data Insights
Ace Drives Growth with Launches of Scented Bleach
Ace Drives Growth with Launches of Scented Bleach
Chart 39 Value Sales 2020-2030
Chart 40 Volume Sales 2020-2030
Decline in Bleach Demand Driven by Modern Home Care Solutions
Chart 41 Georgia Market Faces a Growing Share of Scented Bleach
Scented Bleach to Drive Demand with Enhanced Cleaning Experience
Chart 42 Forecast Value Sales 2020-2030
Fater Spa Maintains Lead with Ace Brand Despite Growing Competition
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Small Local Grocers Lead Bleach Sales with Wide Assortment
Retail E-Commerce Grows Steadily Despite Small Share
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Bleach
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Bleach
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Dishwashing in Georgia
Key Data Insights
Premiumisation through Automatic Dishwashing Drives Growth
Chart 53 Key Industry Trends for Dishwashing
Premiumisation through Automatic Dishwashing Drives Growth
Chart 54 Henkel Launches Automatic Dishwashing Liquid Pril
Sustainability Increases Accessibility of Automatic Dishwashing
Chart 55 BioMio Launches Mini Dishwashing Tablets
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Automatic Dishwashing to Drive Future Growth
Chart 59 Analyst Insight for Dishwashing
Sustainability and Premiumisation to Shape Future Business Strategies
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Forecast Value Sales by Category 2025-2030
Top Companies Maintain Lead through Strong Brand Presence
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Small Local Grocers Drive Sales with Wide Presence and Competitive Pricing
Retail E-Commerce Gains Traction with Busy Lifestyles and Delivery Platforms
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in Georgia
Key Data Insights
Stable Demand Drives Sales of Modern Insecticides
Chart 72 Key Industry Trends for Home Insecticides
Stable Demand Drives Sales of Modern Insecticides
Chart 73 Picnic Offers Electric Insecticides Suitable For Babies
Spray/Aerosol Insecticides Dominate Sales Despite Electric Insecticides Growth
Health and Wellness Trend Drives Demand for Safer Insecticides
Chart 74 Value Sales 2020-2030
Chart 75 Volume Sales 2020-2030
Chart 76 Value Sales by Category 2025
Desire for Convenient and Effective Insecticides to Drive Growth
Chart 77 Analyst Insight for Home Insecticides
Spray/Aerosol Insecticides to Maintain Dominance as Electric Insecticides Experience Growth
Health and Wellness Trend to Fuel Demand for Safer Products
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Top Brands Maintain Lead Amidst Intensifying Competition
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Supermarkets Lead Sales through Convenience and Reliable Products
Retail E-Commerce Gains Traction with Improved Services
Chart 82 Retail Channels 2020-2025
Chart 83 Economic Context for Home Insecticides
Chart 84 Real Gdp Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Home Insecticides
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Laundry Care in Georgia
Key Data Insights
Retailers Expand Private Label and Exclusive Import Offerings
Chart 90 Key Industry Trends for Laundry Care
Retailers Expand Private Label and Exclusive Import Offerings
Chart 91 Price Sensitivity Encourages Retailers To Expand Private Label Imports
Liquid Laundry Detergents Drive Growth with Convenience
Chart 92 Perwoll Leads Liquid Detergents
Cold Wash Technology Gains Traction among Consumers
Chart 93 Savex Offers Cold Wash Detergent
Chart 94 Value Sales 2020-2030
Chart 95 Volume Sales 2020-2030
Chart 96 Value Sales by Category 2025
Consumers to Prioritise Affordability and Convenience in Laundry Care
Chart 97 What's Next? for Laundry Care
Shift Towards Liquid Laundry Detergents to Continue
Consumer Awareness of Sustainability to Grow
Chart 98 Forecast Value Sales 2020-2030
Chart 99 Forecast Value Sales by Category 2025-2030
Procter & Gamble Co, the Maintains Lead Despite Competitive Pressure
Chart 100 Company Shares 2025
Chart 101 Brand Shares 2025
Small Local Grocers Lose Ground to Modern Retail
Retail E-Commerce Gains Traction with Urban Consumers
Chart 102 Retail Channels 2020-2025
Chart 103 Economic Context for Laundry Care
Chart 104 Real Gdp Growth 2020-2030
Chart 105 Inflation 2020-2030
Chart 106 Consumer Context for Laundry Care
Chart 107 Population 2020-2030
Chart 108 Consumer Expenditure 2020-2030
Chart 109 Population by Generation 2025
Polishes in Georgia
Key Data Insights
Price Rise Drives Value Sales Growth Despite Stagnant Volume
Price Rise Drives Value Sales Growth Despite Stagnant Volume
Chart 110 Emsal Launches Stone And Metal Floor Protector
Floor Polish Evolves to Lead Sales Due to Urbanisation Trend
Chart 111 Value Sales 2020-2030
Chart 112 Volume Sales 2020-2030
Chart 113 Value Sales by Category 2025
Rising Demand for Specialised Products to Drive Sales Growth
Price Sensitivity and Competition From Surface Care Products to Shape Market
Retailer Strategies to Reshape Competitive Dynamics
Chart 114 Forecast Value Sales 2020-2030
Chart 115 Forecast Value Sales by Category 2025-2030
Sc Johnson & Son Inc Maintains Lead through Brand Awareness
Chart 116 Company Shares 2025
Chart 117 Brand Shares 2025
Small Grocery Stores Lead Sales with Widespread Presence
Retail E-Commerce Drives Sales Growth with Convenience and Modern Services
Chart 118 Retail Channels 2020-2025
Chart 119 Economic Context for Polishes
Chart 120 Real Gdp Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Polishes
Chart 123 Population 2020-2030
Chart 124 Consumer Expenditure 2020-2030
Chart 125 Population by Generation 2025
Surface Care in Georgia
Key Data Insights
Price Increase Drives Value Sales in Georgian Surface Care
Chart 126 Key Industry Trends for Surface Care
Price Increase Drives Value Sales in Georgian Surface Care
Chart 127 Carrefour Expands Its Exclusive Import Offer In Georgia
Sustainable Packaging Gains Traction with Eco-Friendly Options
Convenience Drives Demand for Evolving Product Formats
Chart 128 Value Sales 2020-2030
Chart 129 Volume Sales 2020-2030
Chart 130 Value Sales by Category 2025
Convenience and Sustainability to Drive Growth
Multi-Purpose Cleaners to Maintain Lead, with Specialised Products Gaining Traction
Chart 131 Analyst Insight for Surface Care
Private Label Products and Parallel Imports to Intensify Competition
Chart 132 Forecast Value Sales 2020-2030
Chart 133 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Grip through Wide Availability
Chart 134 Company Shares 2025
Chart 135 Brand Shares 2025
Small Local Grocers Remains Leading Channel with Widespread Presence
Retail E-Commerce Grows Driven by Delivery Platforms and Promotions
Chart 136 Retail Channels 2020-2025
Chart 137 Economic Context for Surface Care
Chart 138 Real Gdp Growth 2020-2030
Chart 139 Inflation 2020-2030
Chart 140 Consumer Context for Surface Care
Chart 141 Population 2020-2030
Chart 142 Consumer Expenditure 2020-2030
Chart 143 Population by Generation 2025
Toilet Care in Georgia
Key Data Insights
Busy Urban Georgians Drive Demand for Convenient Toilet Care
Chart 144 Key Industry Trends for Toilet Care
Busy Urban Georgians Drive Demand for Convenient Toilet Care
Chart 145 Air Care Producer Brait Offers ITB Toilet Care
Private Label Gains Traction as Consumers Seek Affordability
Chart 146 Value Sales 2020-2030
Chart 147 Volume Sales 2020-2030
Chart 148 Value Sales by Category 2025
Consumers Prioritise Affordability and Convenience
Chart 149 Analyst Insight for Toilet Care
In-Cistern Devices to Continue Dynamic Growth
Parallel Imports and Sustainability Concerns Shape Future
Chart 150 Forecast Value Sales 2020-2030
Chart 151 Forecast Value Sales by Category 2025-2030
Leading Brands Maintain Dominance through Innovation and Wide Presence
Chart 152 Company Shares 2025
Chart 153 Brand Shares 2025
Small Local Grocers Lead Toilet Care Sales through Wide Presence
Retail E-Commerce Grows as Urban Consumers Seek Convenience
Chart 154 Retail Channels 2020-2025
Chart 155 Economic Context for Toilet Care
Chart 156 Real Gdp Growth 2020-2030
Chart 157 Inflation 2020-2030
Chart 158 Consumer Context for Toilet Care
Chart 159 Population 2020-2030
Chart 160 Consumer Expenditure 2020-2030
Chart 161 Population by Generation 2025
Country Reports Disclaimer
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.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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