Tbilisi (GBC) - The FMCG market grew by 6.8% y/y to GEL 22.7bn in 2024, - according to the report published by Galt & Taggart (G&T).
According to the document, as expected, branded retail chains grew at a higher rate than other formats. Branded retail chains revenues increased by 14.9% y/y to GEL 9.2bn, while other formats grew by 1.9% y/y to GEL 13.5bn in 2024 . As a result, the share of branded chains increased from 37.6% to 40.4% over 2023-24.
The growth in branded chain revenue was mainly driven by geographic expansion. In 2024, c. 500 new stores were opened by branded retail chain companies, out of which c.350 were in regions, the rest in Tbilisi. As a result, number of stores in Tbilisi and regions became equal. Revenues of branded retail chains in the regions increased by 23.6% y/y, and in Tbilisi by 9.3% y/y resulting in slight decrease in Tbilisi’s share in total branded retail chains revenue from 58.9% in 2023 to 57.8% in 2024. G&T expects the high rate of expansion in the regions to continue in the future. According to our estimates, the most attractive regions for expansion are Adjara and Kvemo Kartli, and among the districts of Tbilisi, Saburtalo, Gldani, and Samgori.
Daily Group has emerged as the new market leader, capturing a 27.5% share of the branded retail chains market and a 11.0% share of the total FMCG market. In 2024, several companies merged to form Daily Group Holding, including Foodmart Ltd (with brands Spar, Ioli, and Kalata), Daily Ltd, Gvirila Retail Ltd (brand name Gvirila), and Retail Group Ltd (Magniti). As a result, Daily Group now owns over 1,600 stores out of a total of 4,000. In 2024, Daily Group led the market with a 27.6% share of branded retail chains revenue, followed by 2-Nabiji with 17.0% and Nikora with 16.4%. The top 5 companies jointly accounted for 74.9% of the branded retail chains revenue, while the remaining 25.1% came from about 40 smaller retail chain companies. The share distribution is different in Tbilisi and the regions.
"We expect FMCG sector revenue to grow at an average rate of 8.0% over 2025-28, primarily driven by increased disposable income and purchasing power. Branded retail chains will continue to expand at a faster pace than other formats, supported by geographic expansion, assortment and format diversification, and other strategic developments. We forecast an average annual growth rate of 15.0% for branded retail chains over 2025-28 (compared to 23.3% growth over 2021-24), which will result in their market share increasing from 40.4% in 2025 to 52.0% by 2028", - the document reads.