Boston, MA -- (SBWIRE) -- 06/24/2014 -- The domestic company Berta, which was one of the leading companies in 2012, has quit functioning. The decision to close Berta had a negative impact on the market, especially in terms of production volume and competition. The company used to be the only domestic manufacturer that was capable of competing with international brands; however, due to financial problems its management had to shut down production for a while. According to the company's official statement, the process will only be hampered for a few months and it will be restarted. The statement at some point made international importers rethink taking Berta's niche and importing economy brands that Berta used to produce. As a result, foreign manufacturers have not hurried to bring economy brands, which in its turn has forced consumers to switch to more expensive products.

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Competitive Landscape

Unilever Group took the biggest value share of the market (24%) with its two brands Domestos (14%) and Cif (10%). Unilever Group dominated last year, too. SC Johnson & Son maintained its second position with a 13% value share. Its leading brands are Mr. Muscle (11%) and Pronto (2%). In 2012 Berta held the third place amongst surface care product manufacturers. However, in 2013 Werner & Mertz followed SC Johnson & Son with a 7% value share. Its brand on the Georgian market is Frosch. Whilst Unilever Group and SC Johnson & Son were leaders in 2012, Werner & Mertz GmbH strengthened its position on the market by means of active promotion of Frosch in supermarkets/hypermarkets as well as with TV advertisements.

Industry Prospects

With economic growth and increase of income people will focus more on the quality of products available and prefer purchasing products for use on specific types of surfaces, which are typically more expensive. It will have a positive impact on sales of premium and standard types of products. Volume and value sales will significantly increase over the forecast period.

Report Overview

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

The Surface 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 Surface Care in Georgia?
- What are the major brands in Georgia?
- What are the fastest growth categories within surface care?
- What are the key new product launches in the polishes market?

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