Coffee Market in Georgia - What We Know
GAMMA has conducted the Retail Audit on coffee category in large cities (Tbilisi, Batumi, Kutaisi) of Georgia, and we have uncovered some interesting trends.
According to our data, 73% of the population are active coffee drinkers. This is a significant portion of demographic, and it shows that coffee is still an important part of Georgian culture.
The market for instant coffee and coffee mixes is dominated by Jacobs Douwe Egberts, followed by Food Empire Holdings Ltd and Nestle. These three companies account for 75-77% of all sales in this sector.
Jacobs Douwe Egberts and Nestle also account for 87% of sales within the instant (pure and freeze dried) coffee segment alone.
In the coffee mix (2in1 and 3in1) segment, 88% of total sales come from Jacobs Douwe Egberts and Food Empire Holdings Ltd.
It's clear that there are only a few major players dominating in this sector, but we expect more competition as the market continues to expand.
We will continue to research the Georgian coffee market over the next year with a focus on understanding consumer habits and preferences. We believe that our findings will be invaluable for businesses looking to enter or expand their presence in this key area of commerce.