In the report includes data and detailed analysis of the situation at the processed cheese market in retail network of Tbilisi during 3 last years, data on its volume, value, decisive factors influencing on its development, last changes in consumption, competitive environment, main players portfolios and their shares of presence in the market as well as full data on actual distribution network.
Sources of information:
– retail audit data;
– government statistics;
– expert communities data analysis.
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Processed Cheese Market in Georgia
(August 2012 – September 2014)
Gross national product of Georgia in 2010 году was 11 277,2 mln USA dollars (2 542,0 dollars per capita), in 2011 – 14 016,1 mln USA dollars (3 136,1 dollars per capita), in 2012 – 15 700,5 mln USA dollars (3 490,9 dollars per capita), in 2013 – 15 835,3 mln USA dollars (3 531,7 dollars per capita)...
Inflation rate in 2010 was 107,1, in 2011 – 108,5, in 2012 reduced to level of 99,1 and in 2013 grew to 99,5...
Import and export balance dynamics in different spheres of Georgian economics makes it possible to define the tendency to…
Other circumstances essentially influencing on Georgian processed cheese market
Cheese consumption in Georgia
Cheese is one of the traditional Georgian foodstuffs. It is the main product of animal origin popular with people of all social groups, nationalities and levels of family income. It is an item of everyday consumption.
Today in Georgia ...% of dairy products consumption was conquered by big local companies, but this process didn’t touch the market of cheese. Consumers still prefer handicrafts cheeses. Handcrafts cheeses have following attractive qualities: 1. Variety of tastes, levels of saltiness, regional traditional receipts and so on. 2. Cheese is produced and sold by very small consignments, so it can be really fresh. 3. Ingredients of natural origin only. 4. Handicrafts production and retail network corresponds with habitual consumer scenarios: a consumer tastes and buys any piece of cheese he wants. It is obvious that products of a big company can imitate these qualities but cannot guarantee them. Besides, in spite of modern technologies and ingredients reducing the cost price of cheese, still handicraftsmen can propose better prices then big producers because of low cost of labour force and production in common. Thus local soft young cheeses in Georgia is a reasonable part of traditional way of consumption and as its part seems to be rather competitive now. In such circumstances big producers and retailers meet difficulties in competition against handicrafts cheese industry and small traders. A serious attempt to change the situation was done by company A, the main dairy market player in Georgia. Brand A was developed and following products were issued: …, and processed cheeses in following taste modifications... … Market volume of cheese produced by handicraft industry in Georgia in 2013 was ... %, it’s value was about ... thsd USA dollars. Nevertheless consumer market of way of consumption, close to European, has formed in Georgia, thus it is not so large as the main national, and can be accessed a stable one. ... Processable cheese imports in Georgia in monetary terms (2012-2014, by half a year, thsnd dollars USA) Processed Cheese imports volume in Georgia by countries (2012-2014, tonnes)
Market segmentation and consumption structures of processed cheese in Georgia
Sales share dynamics of the processed cheese market by segments in Tbilisi (2012-2014, by periods)
Formed Processed cheese
Cheese and curd creams
Main producers and brands
IDI and Weighted Distribution of brand A formed processed cheese in Tbilisi Brand A formed processed cheese sales in Tbilisi (2012-2014, by periods)
Processed cheese market’s price dynamics in Georgia
Processed cheese market development in Georgia. Forecast for 2015-2017