PROSPECTS AND OPPORTUNITIES
Expansion of modern retail to support volume growth
Throughout the forecast period, the surface care market in Georgia is expected to maintain consistently positive volume growth, driven largely by the continued expansion of modern retail formats. The development of grocery retail chains, especially in regional and remote areas, will play a crucial role in boosting sales and increasing consumer awareness of different surface care brands.
Shelf-space optimisation and the rise of private imports
Retailers in Georgia are anticipated to further optimise their shelf space by reducing the number of SKUs and concentrating on established surface care brands alongside inexpensive private import lines. This strategic focus is expected to intensify competition, as fewer brands will dominate retail shelves, making it more challenging for new or lesser-known products to gain visibility.
Growing competition from parallel imports and cross-border sourcing
The anticipated rise in parallel imports is set to heighten competition within Georgia’s surface care market. The expansion of parallel import activities poses a significant challenge for traditional distributors, as local retailers increasingly source leading brands directly from neighbouring countries like Turkey.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care 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.
If you're in the Surface Care 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 Surface Care 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 Surface Care in Georgia?
- Which are the leading brands in Surface Care in Georgia?
- How are products distributed in Surface Care in Georgia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Georgia - Category analysis
KEY DATA FINDINGS
Steady growth driven by economic development and evolving consumer preferences
Post-pandemic shift towards specific surface care needs
Product innovation through formula improvements and design updates
Expansion of modern retail to support volume growth
Shelf-space optimisation and the rise of private imports
Growing competition from parallel imports and cross-border sourcing
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2024 key trends
Competitive landscape
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DISCLAIMER
The following categories and subcategories are included:
Surface Care
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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