In 2025, surface care in Georgia saw value sales driven primarily by price increases, with stable volume sales supported by the expansion of modern retail and a growing assortment of products in regional areas. Retail value sales increased by 7% on the previous year to GEL38.4 million. The median disposable income per household in Georgia increased from GEL48,373 in 2024 to GEL55,427 in 2025 amidst growing urbanisation, suggesting that consumers had more money to spend on home care products.

In 2025, the dishwashing category experienced value growth, increasing by 7% on the previous year to sales of GEL45.2 million. This growth was driven primarily by the increasing popularity of automatic dishwashing, supported by the rising demand for dishwashing machines, particularly among busy urban consumers seeking convenient and effective cleaning solutions. The median disposable income per household in Georgia increased from GEL48,373 in 2024 to GEL55,427 in 2025, indicating a relatively hi

The air care market in Georgia recorded 7% value growth in 2025 to reach retail sales of GEL9.8 million. As urban consumers increasingly value convenience and premium formats, there is a notable preference for more niche categories such as electric air fresheners and liquid air fresheners, which are driving growth. The expansion of modern grocery stores into remote regions has also contributed to the increased availability and variety of air care products. The median disposable income per househ

In 2025, the laundry care market in Georgia experienced 8% growth to GEL197 million, likely facilitated by the increase in consumer spending power, as the median disposable income per household in Georgia increased from GEL48,373 in 2024 to GEL55,427 in 2025. A significant trend driving growth in the market is private label and direct-to-consumer (DTC) disruption. Consumers in Georgia have continued to be price-sensitive, leading to decreased brand loyalty and a focus on price per litre/kg rathe

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 d

In 2025, the toilet care market in Georgia was characterised by a growing demand for convenient and effective products. Retail value sales reached GEL11.4 million in 2025, representing a growth of 7% compared to the previous year. This growth was driven by the increasing popularity of products that provide additional value, such as improved cleaning properties and intense scents. The median disposable income per household in Georgia increased from GEL48,373 in 2024 to GEL55,427 in 2025 enabling

In 2025, the bleach market in Georgia remained popular due to its low price, multipurpose home care properties and effective elimination of bacteria, growing by 5% on the previous year to GEL3.4 million. The category is characterised by the growing presence of scented bleach, with manufacturers attempting to offer an enhanced cleaning experience and stand out on shelves among other bleach brands. Ace is a key player in this trend, launching liquid bleach with spring coolness, lemon and lavender

In 2025, home insecticides in Georgia recorded a retail value of GEL7.5 million, representing 7% growth on the previous year. This stable demand is being driven by consumers' need for modern and effective solutions, particularly for mosquito protection, which remains a common problem in Georgian regions. Growing tourism and urbanisation are also stimulating demand, with consumers seeking safe, easy-to-use and effective insecticides. The median disposable income per household in Georgia increased

In 2025, polishes in Georgia remained relatively mature with a large number of players and products. Retail value sales of polishes recorded GEL12.2 million, representing 5% growth on 2024. This growth was primarily driven by price increases, as retail volume sales saw minimal growth. The median disposable income per household in Georgia increased from GEL48,373 in 2024 to GEL55,427 in 2025, indicating a steady increase in consumer purchasing power. This rise in income, coupled with a 4% inflati

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 adop

RTD coffee in Georgia remains a niche category, growing from a low base and constrained by strong competition from on-trade channels. Sales are driven by consumer awareness, busy lifestyles, and the convenience of ready-to-drink formats, including small, resealable PET bottles. Flavour extensions support category expansion, although high price points limit broader adoption. Convenience stores dominates distribution, supported by extended hours and impulse-driven purchases, with e-commerce rapidl

RTD tea in Georgia is popular as a perceived healthier alternative to sugary soft drinks, appealing to health-conscious consumers seeking convenient, on-the-go options. Regular still RTD tea dominates, while reduced sugar variants remain niche but show growth potential as wellness trends gain traction. Convenience stores is the leading distribution channel, underpinned by expanding modern retail networks, while e-commerce platforms are enhancing visibility. Moving forward, price competition and

Bottled water remains a popular choice in Georgia, with off-trade sales supported by convenience, immigration and tourism. Price increases and a preference for drinking tap water at home have slowed growth, although flavoured varieties are attracting new consumers. Innovations in packaging, such as cans and Tetra Pak formats, are also boosting appeal. Convenience stores dominates distribution, with e-commerce enabling bulk purchases and home delivery.

Carbonates remain highly popular in Georgia, supported by strong marketing, widespread distribution, and strong brand recognition. Reduced sugar lemonade/lime is leading growth as health-conscious shoppers seek lower-sugar alternatives. Coca-Cola Bottlers Georgia Ltd holds a dominant position in the category, assisted by the strategic installation of refrigerated display units across modern and traditional retail channels. Local brands meanwhile, are increasingly pursuing premiumisation, offerin

Juice remains one of the most popular soft drinks in Georgia. However, price sensitivity is driving consumers towards more affordable juice drinks with lower juice content, while 100% juices and nectars are seeing slower growth. Coca-Cola’s Cappy brand leads the competitive landscape, benefiting from PET packaging suitable for on-the-go consumption, and nationwide availability. Convenience stores dominates distribution, supported by longer hours and diverse product assortments, while private imp

Energy drinks in Georgia are increasingly popular among working professionals and students seeking functional benefits. Reduced sugar variants are emerging to meet the needs of health-conscious consumers, although Georgians tend to be loyal to their preferred brands. Convenience stores dominates distribution, meeting on-the-go needs, while e-commerce platforms like Wolt and Glovo provide rapid delivery and price promotions, with the latter often shaping consumer choices. Future growth will be su

Sports drinks in Georgia are primarily consumed by athletes, fitness enthusiasts, and health-conscious individuals, with overall consumer awareness still limited. Regular variants dominate sales, while reduced sugar options remain negligible due to high prices and limited availability. Growth is supported by increasing health awareness, marketing, and social media exposure. Oshee leads the market, although smaller brands registering dynamic expansion. Supermarkets remains the main distribution c

Sales of coffee in Georgia are showing a positive performance in Georgia in 2025, with value growth supported by high prices and volume growth relatively stable. This reflects the popularity of coffee in the country, alongside stable consumer demand despite elevated coffee prices.

Sales of tea in Georgia are maintaining a positive performance in 2025, in both value and volume terms, and with demand fairly steady. Sales are also being supported by the fact that tea is seen as a healthy beverage, which is reflected in the popularity of fruit/herbal tea.

Sales of hot drinks are maintaining a positive performance in Georgia in 2025, with volume growth low and stable, and value growth still healthy but on a lower trajectory than seen in 2024. It is noted that Georgian consumers regularly drink hot beverages, with immigration and tourism levels also boosting demand, particularly in foodservice. Meanwhile, inflation and higher production costs have been driving up prices and increasing price sensitivity, leading to frequent discounts and promotions

Sales of other hot drinks are showing stable growth in Georgia in 2025, in both value and volume terms, with the popularity of flavoured powder drinks (e.g., chocolate-based flavoured powder drinks) supporting this performance. Meanwhile, sales of malt-based and other plant-based hot drinks are not significant enough to show in the data.

Breakfast cereals is the best performer among food staples in 2025. Its convenience continues to drive growth. Muesli and granola registers the highest value growth, due to their perceived healthy positioning. Healthy growth will continue over the forecast period and consumers will pay more attention to ingredients, with more of a focus on clean label offerings.

Baked goods registers healthy value growth, though high food inflation dampens volume sales to an extent. Artisanal bakeries continue to account for most value sales. Consumers are also increasingly interested in healthier options, such as looking for clean ingredients, and this trend will continue over the forecast period.

Shelf stable vegetables continue to account for most value sales, through frozen processed fruit gains most value share. This is due to its healthy positioning and also due to the rising popularity of smoothies. Local company, Gori Feeding Cannery Kula, continues to lead, supported by an expansive offering of shelf stable products.