Competitive Landscape
Leading Manufacturers Strengthen Their Position through Brand Power and Retail Presence
Deodorants in Georgia is moderately concentrated, with the top three manufacturers commanding significant shares of the retail sales value. Unilever Group holds a leading share of 32% in 2025, maintaining a steady upward trend from 29% in 2020.
Market Leaders Capitalise on Skinification Trend and Retail Strategies to Secure Growth
The leadership of Unilever and Beiersdorf AG is reinforced by their proactive response to evolving consumer preferences, particularly the skinification of deodorants. By transforming deodorants into skincare products with added benefits, such as hydration and gentleness, these manufacturers appeal to health-conscious consumers who seek multifunctional solutions.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Deodorants in Georgia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Deodorants in Georgia?
- Which are the leading brands in Georgia?
- How are products distributed in Georgia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in Georgia - Category analysis
Key Data Insights
Deodorants Summary
Georgian Consumers Drive Deodorants’ Growth through Modern Retail Expansion
Deodorant Sprays Lead Growth, Fuelled by Skincare Innovation
Garnier’S Hyaluronic Deodorant Exemplifies Skin-Focused Innovation
Consumers Boost Sales through Hygiene Awareness and Retail Expansion
Deodorant Sprays to Dominate Value, While Roll-Ons and Sticks to Lead Growth
Price Sensitivity and Skinification Drive Innovation and Competition
Leading Manufacturers Strengthen Their Position through Brand Power and Retail Presence
Market Leaders Capitalise on Skinification Trend and Retail Strategies to Secure Growth
Pharmacies and Health and Beauty Specialists Expand Influence through Diverse Offerings
E-Commerce Growth Driven by Delivery Platforms and Consumer Preference for Convenience
Beauty and Personal Care in Georgia - Industry Overview
2025 Developments
Key Data Insights
Georgian Consumers’ Rising Awareness and Retail Evolution Fuel Sales Growth
Hair Care and Fragrances Lead Sales, While Colour Cosmetics Expands Rapidly
Retailers’ Exclusive Discount Brands and Natural, Health-Focused Products Shape Consumption
Omnichannel Retail Expansion and Consumer Awareness Accelerate Growth
Fragrances to Lead Sales, While Growing the Fastest
Retail Innovation and Ingredient Transparency Reshape Competition and Consumer Loyalty
Leading Manufacturers Strengthen Their Positions through Multipolar Strategies
Mass Brands Leverage Price Competition and Influencer Marketing to Drive Growth
Health and Beauty Specialists Expand Physical Presence, While Convenience Retail Gains Momentum
Psp Pharmacy Pioneers Digital Delivery Innovation, Enhancing Customer Trust
E-Commerce Accelerates, Driven by Convenience and Digital Innovation
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy 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
This report originates from Passport, our Deodorants research and analysis database.
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