Menstrual care experienced robust growth in 2025, with retail volume reaching 149 million units, representing a 3% increase from the previous year. Retail value sales rose to GEL 7.1 million, up 7% and outpacing both regional and global average value growth rates, despite a relatively flat total population of 3.7 million in 2025. Consumer expenditure in Georgia also rose sharply in 2025, reaching GEL84.1 billion, with increasing incomes and economic confidence supporting premiumisation in menst

In 2025, away-from-home tissue and hygiene in Georgia continued to benefit from the robust recovery of the tourism sector, with international visitor trips increasing. This influx of non-residents, who spend approximately three to four times more in hotels and restaurants than residents, directly fuels demand for high-quality tissue products including napkins, paper towels, and premium toilet paper. In 2025, away-from-home tissue emerged as the best-performing and largest segment, with total val

Retail tissue in Georgia demonstrated robust growth in 2025, outpacing many regional peers in both volume and value terms. Retail volume reached 11,619 tonnes, marking a 4% increase from the previous year. Retail current value sales climbed to GEL115.1 million, a notable 6% increase. This expansion reflects the ongoing shift from traditional, low-quality alternatives to modern, higher-quality tissue products, driven by persistent urbanisation and rising disposable income. Georgia's total populat

In 2025, retail value sales of wipes in Georgia increased by 7% in current terms to GEL13.5 million. Category expansion is supported by the robust growth of modern grocery channels and a retail environment increasingly shaped by price-based competition. This dynamic is further intensified as brands such as Ultra Compact (Arsan Kimya) and Uni (Eczacibasi Tuketim Urunleri) offer wipes at lower price points. As a result, price has become a decisive factor for many Georgian consumers, especially as

Tissue and hygiene in Georgia recorded notable momentum in 2025, outpacing many regional peers as retail sales improved compared to the previous year, supported by rising real GDP and growing disposable incomes. The landscape is highly attractive for investment, driven by strong fundamentals including a forecast rise in consumer expenditure, and further bolstered by ongoing premiumisation, expansion of modern retail and innovation in product safety and sustainability. Leading brands succeed by p

Nappies/diapers/pants in Georgia continues to experience a decline in retail volume, reflecting persistent demographic and economic headwinds. In 2025, retail volume dropped to 117 million units, a decrease of 1% compared to 2024. This contraction is directly tied to a continuous fall in the birth rate, with the population aged 0-4 shrinking to 221,300 in 2025, down from 229,500 the previous year. Alongside this demographic challenge, ongoing socioeconomic instability, rising inflation, and cont

Retail adult incontinence in Georgia posted robust growth in 2025, with retail volume rising to 2 million units, reflecting a 2% increase compared to the previous year. The category’s value also demonstrated strong momentum, with retail current value sales reaching GEL4.2 million in 2025, up 6% from the previous year. This performance was supported by the growing population aged 65 and over, which reached 613,444 individuals in 2025, highlighting the impact of demographic shifts. The ageing proc

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