New Report Available: Laundry Care in Georgia

From: Fast Market Research, Inc.
Published: Thu Jun 19 2014

Georgian-Swiss business household Berta, which was the leading player on the market, quit functioning due to financial problems it faced after the political changes that occurred in Georgia in October 2012. The political landscape changed as a result of the parliamentary elections during which a new political party took over. Berta had significant support from the previous government whilst the new authorities deprived the company of any privileges it had enjoyed under the previous regime. Thus, the manufacturer faced financial hardship and stopped its production process for an unspecified period of time. As Berta was the only local manufacturer on the market its closing left only international companies competing in laundry care. No domestic production has been manufactured since Berta's shutdown.

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Competitive Landscape

Procter & Gamble led sales in 2013 with a 29% value share primarily on the strength of Ariel (15%) and Tide (12%) brands. Henkel ranked second with 20%, mostly on the strength of Persil (10%), Losk and Rex (with a 4% value share each). The third leading company was Reckitt Benckiser with a 9% share of the market, mostly abetted by Dosia and Vanish with value shares of 6% and 2%, respectively. These three companies were leaders in recent years, too. Since Berta appeared their positions weakened a little bit as Berta produced economy segment products and took over a significant share of the market. However, when Berta disappeared the competitors regained their positions.

Industry Prospects

In the long term Berta is expected to resume functioning. As long as the factory already exists it is expected that it will have a new owner and the company will normalise its relations with current authorities and the Revenue Service.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care 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 Laundry Care industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care 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 Laundry Care in Georgia?

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