Value sales of analgesics are seeing positive growth in Georgia in 2025. Overall, consumer health in the country is seeing steady growth, influenced by increased healthcare spending, an ageing population, and a rise in chronic diseases. Analgesics, being a widely used category, benefit from this overall market expansion.

Consumer health in Georgia is maintaining stable growth in 2025, largely stimulated by the spread of leading pharmacy players into Georgians regions. Pharmacies are increasing the number of outlets in remote areas and also offering more modern formants, with open shelves, wider assortments of products, and various offers and discounts. Urbanisation and busy consumer lifestyles are encouraging demand for fast relief products and effective remedies, further supporting sales, while health and welln

Value sales of digestive remedies are remaining positive in Georgia in 2025, however, this is also stimulated by the increase in prices of such products. Meanwhile, volume sales are supported by local diets with a high consumption of processed foods, fast foods, sugary drinks, and food with a low fibre content. Also, busy lifestyles, with on-the-go consumption of food—due to urbanisation in the country—also contribute to the growing consumption of digestive remedies. In addition, stress is a sig

Sports nutrition is seeing robust value sales in Georgia in 2025. Local consumers are becoming more health-conscious and recognising the importance of physical activity for overall wellbeing. This societal shift is a primary driver for sales of sports nutrition. Social media plays a significant role in popularising fitness and gym culture in Georgia, inspiring more people to join gyms. The Georgian authorities, in collaboration with the World Health Organization, are developing a National Strate

Value sales of wound care are remaining positive in Georgia in 2025. The overall increase in physical activity and sporting activities among diverse demographic groups is also leading to a consistent demand for everyday plasters and adhesive bandages used for minor cuts, scrapes, and abrasions, as households tend to restock these supplies more frequently as individuals adopt more active lifestyles. Furthermore, the stable growth in product variety is also encouraging sales of wound care in Georg

Value sales of dermatologicals are maintaining positive growth in Georgia in 2025, mainly encouraged by price increases. Meanwhile, volume sales are being supported by “beauty-from-within” trends. Georgian consumers are paying more attention to their skin, seeing it as a sign of their overall health, not just related to how they look, which means that consumers will be quicker to use skin remedies when problems arise. For everyday minor skin issues, consumers are increasingly choosing to treat t

Value sales of cough, cold and allergy (hay fever) remedies are maintaining positive growth in Georgia in 2025. However, this value growth is mainly stimulated by prices increases while volume growth is somewhat restricted due to the high maturity of the category. That said, consumption is still being stimulated by growing cases of allergies and seasonal influenza. The expansion of pharmacies across the country also encourages the growing availability and assortment of cough, cold and allergy re

Sales of herbal/traditional products are remaining positive in Georgia in 2025. Georgian folk medicine has a long and storied history, blending principles from both Eastern and Western medical traditions due to its unique geographical location. Georgia's diverse plant life, particularly in regions like the Western Lesser Caucasus, has fostered extensive ethnobotanical knowledge regarding medicinal plants. Studies have documented hundreds of native wild plant species used traditionally. Georgian

Value sales of weight management and wellbeing are seeing positive sales in Georgia in 2025. According to the World Health Organization (WHO), the obesity rate in the country has been increasing, while growing health awareness is encouraging local consumers to address their weight problems. As a result, this supports sales of weight management products.

Sales of dietary supplements are performing well in Georgia in 2025, albeit not at robust as vitamins. However, dietary supplements is not yet a mature category, thus still has further scope for growth. Increasing consumer awareness about dietary supplements, coupled with doctors’ recommendations, are encouraging sales, along with the growing assortment of dietary supplements in terms of brands and varieties. Furthermore, active competition among pharmacy chains encourages frequent price discoun

Value sales of paediatric consumer health are seeing healthy growth in Georgia in 2025, stimulated by the growing availability of such products in the country. Indeed, paediatric remedies are becoming more widely available across Georgian regions thanks to the growing number of pharmacies which are expanding across the country. This is further boosted by pharmacies’ efforts in enhancing their omnichannel strategies, meaning consumers can order products online and have them conveniently delivered

Value sales of vitamins are seeing healthy growth in Georgia in 2025, supported by consumers’ growing awareness of preventative health, the negative impacts of vitamin deficiency, and increasing knowledge of how to properly consume vitamins. It is also noted that the variety of vitamins is growing in the country, with imports of vitamins to the country reported to have increased by more than 30% in 2024 with the highest import growth noted in vitamins B, C, and E.

Cheese in Georgia maintained a positive growth trajectory in 2025, driven by consistent consumer demand and the strong cultural role of cheese in local cuisine. Traditional varieties such as sulguni and smoked sulguni remain central to Georgian food culture, frequently featured in dishes like khachapuri and showcased at local fairs, culinary festivals, and in the HoReCa sector. These varieties are also gaining recognition internationally, further boosting their profile. Culinary tourism has help

In 2025, other dairy in Georgia continued to post positive value growth, supported largely by cream and fromage frais and quark, which together account for the majority of category sales. Within cream, sour cream retained its dominant position thanks to its deep cultural integration and indispensable role in traditional Georgian cuisine. However, the pace of expansion slowed markedly compared to the more robust growth seen in 2023 and 2024.

In 2025, value sales of drinking milk products in Georgia continued to grow, but the pace of expansion in volume terms slowed compared to the strong gains seen in 2023 and 2024. Earlier growth had been fuelled by fierce competition among major producers, aggressive pricing strategies, and widespread promotional campaigns, but these drivers were less effective in the current year. Rising production costs – driven by increases in raw milk and milk powder prices – placed pressure on margins across

In 2025, yoghurt and sour milk products in Georgia recorded a slowdown in volume growth while value growth accelerated, reflecting a marked rise in average unit prices. During 2023-2024, producers had focused on boosting volumes through price controls and promotional activity, but escalating production costs in 2024–2025 made this strategy more difficult to sustain. Although higher prices tempered consumption, the category remained on a positive trajectory, supported by demand for both tradition

Value sales of baby food in Georgia increased in 2025 despite a continued decline in Georgia’s birth rate. Consumption held steady in both volume and value terms across most categories, supported by rising per capita spending among families with young children. Parents continue to choose packaged baby food for its convenience, safety, and consistent quality, with milk formula remaining resilient despite restrictions on advertising in line with WHO recommendations. Busier lifestyles and the preva

Butter and spreads continued to post positive value growth in Georgia in 2025, supported by the enduring role of butter as a staple in the national diet. Consumers generally favour full-fat options, with butter accounting for nearly half of total category volume and therefore exerting a decisive influence on overall market trends. Prices continued to rise in both 2024 and 2025 despite ongoing promotional activity, reflecting a combination of cost pressures and shifts in supply. Local butter prod

In 2025, value sales of dairy products and alternatives in Georgia increased, driven primarily by rising unit prices across almost all dairy categories. This price growth reflected higher raw material and production costs, particularly for raw milk and milk powder. However, growth in retail volume terms slowed considerably compared to previous years, as consumers faced sustained price pressure and inflation fatigue, leading to more cautious purchasing behaviour.

Plant-based dairy in Georgia remains highly fragmented, with only a modest presence in retail channels. While plant-based milk – particularly almond milk – has become more visible on store shelves, availability remains inconsistent, with brands and varieties frequently appearing and disappearing from assortments. This lack of continuity in supply limits the ability of the category to build a stable consumer base.

The report examines the economic landscape of Georgia and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by exports, private consumption, government spending and investments. However, a global economic slowdown, increasing geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

Volume sales of wine increased in 2024, supported by an exceptional grape harvest, which ensured ample supply and high-quality output. Georgia’s deep-rooted winemaking heritage continues to attract both locals and tourists, particularly those interested in traditional production methods. Additionally, government support, including subsidies and promotional initiatives, has further strengthened the wine industry.

Volume growth of beer in Georgia in 2024 was mainly driven by the development of modern grocery retailers.