In 9M25, the FMCG market increased by 10.0% y/y, reaching GEL 17.9bn. Of this, branded chains accounted for GEL 7.5bn (41.8% of the market), reflecting an 11.6% y/y growth. This increase was mainly driven by higher sales in existing stores and regional expansion. Meanwhile, revenues of other retail formats grew by 8.9% y/y.
The number of branded FMCG stores in the regions surpassed that of Tbilisi, reaching 2,137 stores (+76 stores y/y) in 9M25, compared with 2,055 stores (+9 stores y/y) in Tbilisi. As a result, revenues of branded retail chains grew by 16.6% y/y in the regions and by 7.9% y/y in Tbilisi.
Daily Group maintains a strong leading position. Its share is significantly above competitors’ in regions, and slightly above in Tbilisi. Daily Group held 29.1% share of the total branded retail chain market revenue, 19.3% in Tbilisi and 41.4% in the regions. Ori Nabiji held the second place in the branded FMCG sector with 18.1% of branded market size, 19.3% in Tbilisi and 16.6% in regions. Nikora was in third place with 16.3% of the branded market, 19.0% in Tbilisi and 13.0% in regions. Carrefour and Agrohub hold 4th and 5th places, respectively. The market share of top 5 companies in branded retail market revenue grew to 76.0% in 9M25, up from 74.6% in 9M24.
E-commerce: Online FMCG sales showed an upward trend to GEL 124mn, representing 1.7% of branded retail market size in 9M25. This share is noticeably below Georgia’s EU peers. We expect e-commerce share in branded FMCG to increase up to 4.0% by 2030.
