Home Care in Georgia

In 2024, the home care market in Georgia was shaped by steady economic growth and a relatively stable exchange rate, both of which helped to stimulate volume sales. While the presence of immigrants from Russia, Ukraine and Belarus had previously influenced market dynamics, their impact has diminished somewhat. Although a portion of these immigrants has settled in Georgia, many have since relocated to other countries, lessening their effect on overall demand within the home care industry.

Euromonitor International's Home Care in Georgia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Home Care in Georgia
Euromonitor International
February 2025
List Of Contents And Tables
HOME CARE IN GEORGIA
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sustainability-focused products face limited consumer demand
Powder detergents maintains dominance
Limited uptake of premium liquid detergents and tablets
PROSPECTS AND OPPORTUNITIES
Stable growth with opportunities for liquid formats forecast
Intensifying retail competition and evolving assortments
Persistent price sensitivity shaping purchasing decisions
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2019-2024
Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 14 Sales of Laundry Aids by Category: Value 2019-2024
Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 19 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 20 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 21 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 22 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 24 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Stable growth driven by price sensitivity and brand loyalty
Rising popularity of automatic dishwashing tablets among younger consumers
Limited product innovation in dishwashing category
PROSPECTS AND OPPORTUNITIES
Consistent growth forecast, with hand dishwashing maintaining dominance
Price competition remains key market force
Growing awareness of eco-friendly products tempered by price sensitivity
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2019-2024
Table 28 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 29 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 30 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 31 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2019-2024
Table 34 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 37 NBO Company Shares of Surface Care: % Value 2020-2024
Table 38 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 39 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Bleach remains staple product in Georgian households
Changing preferences among younger consumers
Surface care innovations undermine demand for bleach
PROSPECTS AND OPPORTUNITIES
Bleach to see declining demand during forecast period
Modern retail expansion will further constrain growth potential
Price sensitivity and traditional retail to support some sales in bleach
CATEGORY DATA
Table 41 Sales of Bleach: Value 2019-2024
Table 42 Sales of Bleach: % Value Growth 2019-2024
Table 43 NBO Company Shares of Bleach: % Value 2020-2024
Table 44 LBN Brand Shares of Bleach: % Value 2021-2024
Table 45 Forecast Sales of Bleach: Value 2024-2029
Table 46 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Shifting consumer preferences in toilet care
The growing impact of parallel imports
Toilet care home to new product innovations but limited eco-friendly offer
PROSPECTS AND OPPORTUNITIES
Steady growth driven by modern retail expansion
Challenges posed by parallel imports
Focus on efficiency over sustainability
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2019-2024
Table 48 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 49 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 50 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 51 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growing consumer awareness and retail development drive polishes sales
Lack of competition shapes the polishes landscape
Shelf optimisation pressures polishes assortment
PROSPECTS AND OPPORTUNITIES
Emerging growth potential for less mature polishes
Retailer strategies influence competitive dynamics
Price sensitivity drives shifts in consumer behaviour
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2019-2024
Table 54 Sales of Polishes by Category: % Value Growth 2019-2024
Table 55 NBO Company Shares of Polishes: % Value 2020-2024
Table 56 LBN Brand Shares of Polishes: % Value 2021-2024
Table 57 Forecast Sales of Polishes by Category: Value 2024-2029
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising consumer awareness and the persistent expansion of modern grocery retail push growth for air care in 2024
Little shift towards electric air care amid brand loyalty
Stable product variety with new scents but low demand for natural ingredients
PROSPECTS AND OPPORTUNITIES
Steady growth with potential in less mature segments
Intensified competition influenced by shelf optimisation
Rising health awareness to boost premium segment growth
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2019-2024
Table 60 Sales of Air Care by Category: % Value Growth 2019-2024
Table 61 NBO Company Shares of Air Care: % Value 2020-2024
Table 62 LBN Brand Shares of Air Care: % Value 2021-2024
Table 63 Forecast Sales of Air Care by Category: Value 2024-2029
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN GEORGIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Moderate growth for home insecticides in 2024
Imports decline, impacting overall growth potential
Category suffers from lack of product innovation
PROSPECTS AND OPPORTUNITIES
Home insecticides holds room for further expansion
Competition set to intensify
Shifting consumer demands will drive development
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2019-2024
Table 66 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 67 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 68 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 69 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029

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