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Convenience, affordability, and health drive sales
Soft drinks remain deeply embedded in Georgian consumption habits, while increasingly busy lifestyles, tourism, and a growing interest in healthier options are reinforcing demand. However, consumers remain strongly price sensitive, prompting widespread promotions and demand for affordable products. Innovation focuses on packaging and flavour extensions rather than radical reformulation. The expansion of modern bricks-and-mortar retail, the rise of convenience-led purchasing, and the growing adoption of e-commerce are transforming how soft drinks reach consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft 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:
- Bottled Water
- Carbonates
- Concentrates
- Juice
- RTD Coffee
- RTD Tea
- Energy Drinks
- Sports Drinks
- Asian Speciality Drinks
If you're in the Soft 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 Soft 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 Soft Drinks in Georgia?
- To what extent are health considerations impacting consumption of Soft Drinks 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 Soft Drinks in Georgia?
- Which are the leading brands in Soft Drinks in Georgia?
- What potential exists for multinational or domestic soft drinks companies to expand in Georgia?
- How are products distributed in Soft Drinks 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 Soft Drinks?
- 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?
Soft Drinks in Georgia
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
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Bottled Water in Georgia
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
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 34 Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030
Carbonates in Georgia
KEY DATA FINDINGS
Carbonates remain highly popular with Georgian consumers
Continuation of positive growth trajectory
Reduced sugar lemonade/lime leads growth
International brands will drive continued growth
Local brands will turn to premiumisation amid fierce competition
Health and wellness trend will gain traction
Coca-Cola holds leading position
Cola-Cola drives sales through marketing investment and chiller cabinet expansion
Convenience stores remains primary channel
Convenience stores and e-commerce register rapid growth
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
Table 49 Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 50 Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2025-2030
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2025-2030
Juice in Georgia
KEY DATA FINDINGS
Affordability is key for juice purchases
Price pressures push consumers towards more affordable choices
Cappy drives rapid expansion
Price dynamics will shape purchasing behaviour
Expanding variety of flavours and packaging formats
Retailers to increase private imports to boost margins
Cola-Cola leads juice with Cappy
Cappy benefits from affordable positioning
Convenience stores leads juice distribution
Nikora and Orinabiji drive growth of convenience stores
Table 65 Off-trade Sales of Juice by Category: Volume 2020-2025
Table 66 Off-trade Sales of Juice by Category: Value 2020-2025
Table 67 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 68 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Table 69 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
Table 70 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
Table 71 NBO Company Shares of Off-trade Juice: % Value 2021-2025
Table 72 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
Table 73 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
Table 74 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
Table 75 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
Table 76 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030
RTD Coffee in Georgia
KEY DATA FINDINGS
RTD coffee gains traction amid convenience-driven demand
RTD coffee continues to grow from low base amid strong on-trade competition
Awareness and convenience drive growth but high prices limit reach
RTD coffee sales will be supported by convenience, but constrained by on-trade competition
Expanded assortment of products
Retail optimisation may limit growth
Europroduct Ltd leads fragmented landscape
Odean Foods leads growth
Convenience stores dominates RTD coffee distribution
E-commerce gains traction
Table 77 Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 78 Off-trade Sales of RTD Coffee: Value 2020-2025
Table 79 Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 80 Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
Table 81 NBO Company Shares of Off-trade RTD Coffee: % Volume 2021-2025
Table 82 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2022-2025
Table 83 NBO Company Shares of Off-trade RTD Coffee: % Value 2021-2025
Table 84 LBN Brand Shares of Off-trade RTD Coffee: % Value 2022-2025
Table 85 Forecast Off-trade Sales of RTD Coffee: Volume 2025-2030
Table 86 Forecast Off-trade Sales of RTD Coffee: Value 2025-2030
Table 87 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2025-2030
Table 88 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2025-2030
RTD Tea in Georgia
KEY DATA FINDINGS
RTD tea benefits from health trends and convenience-led consumption
Robust growth for RTD tea as consumers seek perceived healthier alternatives
Reduced sugar RTD tea remains undeveloped
Steady growth for RTD tea, supported by shift away from perceived high-sugar carbonates and expansion of modern retail
Growing presence of reduced sugar alternatives
Category will face increasing price pressure
Coca-Cola leads with Fuse Tea
Unilever leads growth with Lipton Ice Tea
Convenience stores lead sales
Retailers expand their networks
Table 89 Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 90 Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 91 Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 92 Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
Table 93 NBO Company Shares of Off-trade RTD Tea: % Volume 2021-2025
Table 94 LBN Brand Shares of Off-trade RTD Tea: % Volume 2022-2025
Table 95 NBO Company Shares of Off-trade RTD Tea: % Value 2021-2025
Table 96 LBN Brand Shares of Off-trade RTD Tea: % Value 2022-2025
Table 97 Forecast Off-trade Sales of RTD Tea by Category: Volume 2025-2030
Table 98 Forecast Off-trade Sales of RTD Tea by Category: Value 2025-2030
Table 99 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2025-2030
Table 100 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2025-2030
Energy Drinks in Georgia
KEY DATA FINDINGS
Energy drinks gains traction amid health and convenience trends
Functional benefits and busy lifestyles drive demand
Rapid growth of reduced sugar options
Energy drinks poised for robust growth
Battle for shelf space amid intense competition
Price sensitivity will remain crucial factor
Iberia Refreshments JSC leads energy drinks with Boom Fire
XL Energy is fastest-growing player
Convenience stores meet on-the-go needs
E-commerce sees rapid expansion
Table 101 Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 102 Off-trade Sales of Energy Drinks: Value 2020-2025
Table 103 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 104 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Table 105 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
Table 106 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
Table 107 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
Table 108 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
Table 109 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
Table 110 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
Table 111 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
Table 112 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030
Sports Drinks in Georgia
KEY DATA FINDINGS
Sports drinks remains small, yet evolving category
Low consumer awareness and stiff competition hinder widespread adoption
Regular sports drinks dominate sales
Rising levels of health awareness to drive growth
Expected entry of new players
Price sensitivity could constrain growth
Sports drinks remains relatively consolidated, with Oshee leading sales
Smaller players show most dynamic performance
Supermarkets remains key channel for sports drinks
Convenience stores leads growth
Table 113 Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 114 Off-trade Sales of Sports Drinks: Value 2020-2025
Table 115 Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 116 Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
Table 117 NBO Company Shares of Off-trade Sports Drinks: % Volume 2021-2025
Table 118 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2022-2025
Table 119 NBO Company Shares of Off-trade Sports Drinks: % Value 2021-2025
Table 120 LBN Brand Shares of Off-trade Sports Drinks: % Value 2022-2025
Table 121 Forecast Off-trade Sales of Sports Drinks: Volume 2025-2030
Table 122 Forecast Off-trade Sales of Sports Drinks: Value 2025-2030
Table 123 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2025-2030
Table 124 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Soft Drinks
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-
- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
-
- 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
-
-
- Regular Carbonates
- Reduced Sugar Carbonates
-
- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
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- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
-
- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
-
- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
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- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
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- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
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- RTD Coffee
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- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
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- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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- Regular Sports Drinks
- Reduced Sugar Sports Drinks
- Asian Speciality Drinks
Soft Drinks
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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This report originates from Passport, our Soft Drinks research and analysis database.
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