New Study: Dishwashing in Georgia

The currency rate increase in 2015 strongly affected dishwashing. Hand dishwashing, which comprised 90% of sales of dishwashing, saw 3% volume growth in 2015. However, value growth was 23% due to unit price growth. Two reasons explain the effect of the currency rate: dishwashing is completely comprised of imported multinational brands and consumers remained loyal to the leading brands, ignoring the unit price increase and refusing to switch to cheap alternatives.

Competitive Landscape

Procter & Gamble leads dishwashing with a 37% value share in 2015, reaching GEL9 million. Its leading brand Fairy continues to lead since its appearance and in 2015 it has a 42% value share of overall hand dishwashing products. Procter & Gamble is followed by Henkel AG & Co with a 21% value share with its brand Pril registering a 19% value share of hand dishwashing. Within automatic dishwashing, Reckitt Benckiser leads with a 27% value share in 2015 and sales of GEL1 million.

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Industry Prospects

The increasing possession rate of dishwashers will encourage the development of automatic dishwashing. By 2020, the number of washing machines is expected to reach 29,000 units, which is a 3% possession rate. This will result in a forecast period CAGR for automatic dishwashing products of 3% at constant 2015 prices, which is similar to the review period CAGR.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing industry in Georgia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dishwashing industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing in Georgia market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Dishwashing in Georgia?
* What are the major brands in Georgia?
* What is the dishwasher penetration rate in Georgia?
* What are the key new product launches in the dishwashing products market?

Reasons to Get 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

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