Recently Released Market Study: Gum in Georgia
The gum category in the Georgian market has been characterised by a gradual decline in the number of brands. While in 2000 Turkish and other cheap brands were highly visible on retailers' shelves, by 2012 they had practically disappeared. Leading brands, such as Dirol, Orbit and Mentos, surpassed them in terms of quality while the brand owners were also much more active in terms of advertising and marketing support making local players unable to compete.
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