Boston, MA -- (SBWIRE) -- 07/08/2014 -- Mass fragrances continued to see a growth trend in 2012, and benefited from high popularity amongst consumers due high affordability, with a reasonable price/quality ratio. The typical mass product in fragrances costs on average GEL40 for 50ml. Such products are highly promoted by direct sellers, and are often advertised via celebrity endorsement in order to gain share within the category and to rapidly gain popularity amongst consumers.

Competitive Landscape

In 2012 fragrances was dominated by Oriflame Georgia, with a 31% value share, Avon Georgia, with a 21% value share, and LVMH Moet Hennessy Louis Vuitton was third with an 8% share. Direct sellers benefited from consumers' loyalty, which turned into continuous purchasing behaviour. As the demand for mass products is increasing, direct sellers try to meet consumers' requirements, and renew their product lines with affordable prices and acceptable quality.

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Industry Prospects

Due to the popularity of mass fragrances, retailers are expected to expand the variety of mass fragrances available. The share of sales held by beauty specialist retailers is also expected to increase, and Yves Rocher, The Procter & Gamble Co, LVMH Moet Hennessy Louis Vuitton, L'Oreal Groupe and other players which sell their products through traditional distribution channels are expected to intensify their activities in order to compete with direct sellers. A new opening of a perfume/fragrance retail outlet is expected in Tbilisi's biggest trading centre, which will significantly affect the pricing policy of retailers in the forecast period.

Report Overview

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

The Fragrances in Georgia market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- 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 Fragrances in Georgia?
- What are the major brands in Georgia?
- What pricing movements are seen across premium and mass fragrances?
- What are the key product development trends?
- How are sales of unisex fragrances performing?

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

Product coverage: Mass Fragrances, Premium Fragrances.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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