Select Country Report
Soft drinks in 2024: The big picture
The wave of immigration to Georgia in 2022, which had initially spurred economic and market growth, began to reverse towards the end of 2023, with many immigrants leaving the country. This trend has continued into 2024, contributing to a slowdown in the volume growth of soft drink sales.
2024 key trends
The increasing health consciousness of Georgian consumers has played a pivotal role in reshaping the soft drinks landscape in 2024. A growing number of individuals are opting for healthier beverage options, driving the expansion of low-sugar and low-calorie products across categories such as carbonated drinks and energy drinks.
Competitive landscape
Coca-Cola Bottlers Georgia Ltd has successfully maintained its dominant position in the market, accounting for more than a quarter of total volume sales in 2024. Its leadership in carbonates, where it holds nearly half of the volume share, remains a cornerstone of its market strategy.
Retailing developments
The modern grocery retail channel has continued its upward trajectory in 2024, with convenience stores experiencing the fastest growth in terms of outlet expansion. These stores have become a preferred option for Georgian consumers, offering the convenience of purchasing daily necessities close to home without the need to stockpile goods from supermarkets or hypermarkets.
Foodservice vs retail split
Foodservice channels have outpaced retail in growth during 2024, driven by increasingly busy lifestyles that favour on-the-go consumption. The recovery of tourism has provided a further boost to foodservice, with establishments focusing on delivering high-quality dining experiences to attract both locals and visitors.
What next for soft drinks?
The forecast period is expected to be shaped by several key factors, with price increases likely to exert a dampening effect on the volume sales of soft drinks in Georgia. Nonetheless, modern grocery retail, particularly convenience stores, is anticipated to continue expanding its presence through the addition of new outlets.
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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
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Bottled Water in Georgia
KEY DATA FINDINGS
Mid-single-digit growth in bottled water and export expansion
Strength of leading players amid price sensitivity
Expanding assortment of flavoured bottled water
Steady growth with value gains driven by tourism and pricing trends
Flavoured bottled water poised for rapid expansion
Innovation and price competition shaping market dynamics
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 34 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
Carbonates in Georgia
KEY DATA FINDINGS
Evolving consumer dynamics and the impact of tourism
Borjomi's health-oriented innovation in non-cola carbonates
Growing health awareness drives low-sugar preferences
Stable volume sales and tourism-led growth
Emerging demand for healthier carbonate alternatives
Strengthened positions of leading players and local authenticity
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 49 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 50 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2024-2029
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2024-2029
Juice in Georgia
KEY DATA FINDINGS
Stable growth supported by broad availability and foodservice recovery
Export diversification and intensified competition
Impact of freshly squeezed juice and price competition
Consistent growth across retail and on-trade channels
Sustained competition between local and foreign brands
Health awareness to drive demand for reduced sugar options
Table 65 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 66 Off-trade Sales of Juice by Category: Value 2019-2024
Table 67 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 68 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 69 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 70 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 71 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 72 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 73 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 74 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 75 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 76 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
RTD Coffee in Georgia
KEY DATA FINDINGS
Stable growth amid limited assortment and retail availability
Introduction of premium RTD coffee brands
On-trade competition hampers retail growth
Rising consumer awareness and tourism boost
Expansion in assortment and price competition
Persistent competition from on-trade channels
Table 77 Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 78 Off-trade Sales of RTD Coffee: Value 2019-2024
Table 79 Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 80 Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
Table 81 NBO Company Shares of Off-trade RTD Coffee: % Volume 2020-2024
Table 82 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2021-2024
Table 83 NBO Company Shares of Off-trade RTD Coffee: % Value 2020-2024
Table 84 LBN Brand Shares of Off-trade RTD Coffee: % Value 2021-2024
Table 85 Forecast Off-trade Sales of RTD Coffee: Volume 2024-2029
Table 86 Forecast Off-trade Sales of RTD Coffee: Value 2024-2029
Table 87 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2024-2029
Table 88 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2024-2029
RTD Tea in Georgia
KEY DATA FINDINGS
Growth in reduced-sugar RTD tea
Dominance of key players in a concentrated area
Challenges for local producers in scaling RTD tea production
Recovery of tourism to drive on-trade growth
Sustained dominance of leading players
Market expansion and modern trade development
Table 89 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 90 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 91 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 92 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 93 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 94 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 95 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 96 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 97 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 98 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 99 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 100 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029
Energy Drinks in Georgia
KEY DATA FINDINGS
Functional appeal and busy lifestyles drive consumption
Expanding assortment and rising premium energy drinks
Rapid growth of sugar-free options
Growth potential amid low saturation
Increasing brand presence and competitive pricing strategies
Rising demand for healthier and enhanced alternatives
Table 101 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 102 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 103 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 104 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 105 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 106 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 107 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 108 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 109 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 110 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 111 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 112 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
Sports Drinks in Georgia
KEY DATA FINDINGS
Sports drinks as a niche category with limited availability
Growing health awareness and its impact on demand
Intense competition from widely available soft drinks
Growth potential through market development
Challenges in retail distribution and accessibility
Health trends to drive demand amid price sensitivity
Table 113 Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 114 Off-trade Sales of Sports Drinks: Value 2019-2024
Table 115 Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 116 Off-trade Sales of Sports Drinks: % Value Growth 2019-2024
Table 117 NBO Company Shares of Off-trade Sports Drinks: % Volume 2020-2024
Table 118 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2021-2024
Table 119 NBO Company Shares of Off-trade Sports Drinks: % Value 2020-2024
Table 120 LBN Brand Shares of Off-trade Sports Drinks: % Value 2021-2024
Table 121 Forecast Off-trade Sales of Sports Drinks: Volume 2024-2029
Table 122 Forecast Off-trade Sales of Sports Drinks: Value 2024-2029
Table 123 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2024-2029
Table 124 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2024-2029
The following categories and subcategories are included:
Soft Drinks
-
-
- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
-
- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
-
- 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
-
- 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
-
- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
-
- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
-
- 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
-
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
-
- 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.
See all of our definitions
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