Hot drinks in 2024: The big picture
The departure of many immigrants who arrived in Georgia during 2022, particularly toward the end of 2023, has continued to impact the consumption of hot drinks in 2024. This reduction in immigrant numbers has contributed to a deceleration in the growth of hot drink sales, despite Georgia’s stable economic performance and relatively steady exchange rate.
2024 key trends
The increasing focus on health and wellness among Georgian consumers has fostered the introduction of healthier hot drink alternatives, shaping the trends seen in 2024. An expanding range of unsweetened coffee mixes and instant coffee products with reduced caffeine content has captured the interest of health-conscious consumers.
Competitive landscape
Two global players, that is Jacobs Douwe Egberts and Nestlé SA, continue to lead the competitive landscape, with both accounting for two-fifths of value share in 2024. Jacobs Douwe Egberts leads in coffee overall in terms of value share, as well as in instant coffee, and also offers fresh ground coffee.
Retailing developments
Modern grocery retail formats have continued to gain market share at the expense of traditional retail channels, reflecting broader shifts in consumer shopping habits. Convenience stores, in particular, have recorded the fastest growth in the number of outlets, appealing to Georgian consumers seeking nearby, easily accessible shopping options.
Foodservice vs retail split
The foodservice channel has continued to grow at a faster pace than retail, benefiting from the recovery of the tourism sector and the increasingly fast-paced lifestyles of Georgian consumers. The demand for on-the-go consumption of hot drinks has played a pivotal role in driving growth within foodservice.
What next for hot drinks?
The forecasted rise in prices is expected to exert downward pressure on the volume sales of hot drinks in Georgia, posing challenges for the industry over the coming years. However, modern grocery retail, particularly convenience stores, is anticipated to secure a larger share of hot drinks sales as consumer habits continue to evolve.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Georgia?
- To what extent are health considerations impacting consumption of Hot Drinks in Georgia?
- What are the traditional preferences in Hot Drinks in Georgia? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Georgia?
- Which are the leading brands in Hot Drinks in Georgia?
- How are products distributed in Hot Drinks in Georgia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Georgia
Hot drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
DISCLAIMER
Coffee in Georgia
KEY DATA FINDINGS
Slowing coffee consumption amidst price sensitivity
Intensified competition and shelf optimisation
Innovative coffee products targeting health and local preferences
Challenges of price growth and emerging opportunities
Focus on innovation and health-driven products
Convenience and private imports stimulate market dynamics
Tea in Georgia
KEY DATA FINDINGS
Focus on organic tea production and fair trade initiatives
Growing demand for health-focused tea offerings
Competitive landscape shaped by shelf optimisation
Stable growth and diversification of tea varieties
Expansion of organic and wild tea production
Health-driven innovation and flavour exploration
Other Hot Drinks in Georgia
KEY DATA FINDINGS
Stable volume sales growth amidst demographic and economic challenges
Dominance of chocolate-based flavoured powder drinks
Limited development of other plant-based hot drinks
Growth potential amidst low market maturity
Rising health consciousness to drive product development
Steady competition and online channel opportunities
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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Why buy this report?
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This report originates from Passport, our Hot Drinks research and analysis database.
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