Georgia’s FMCG Sector Sees 6.8% Growth in 2024, Reaching ₾22.7 Billion
The Fast-Moving Consumer Goods (FMCG) sector in Georgia experienced a significant 6.8% revenue growth in 2024, reaching ₾22.7 billion, according to a market research report by Galt & Taggart. The study highlights the increasing dominance of branded retail chains, which now account for 40.4% of the market, with a steadily rising trajectory.
The primary driver behind the FMCG sector's growth in 2024 has been an increase in demand, as price effects have remained minimal. Notably, branded retail chains have outpaced traditional retail formats, expanding aggressively, particularly in regional areas where their presence is growing faster than in Tbilisi.
While regional store expansion is accelerating, the average revenue per store remains lower than in the capital. This discrepancy is attributed to varying consumer behavior, lower purchasing power, and the persistence of informal retail structures. Nevertheless, branded chain revenues surged by 23.6% in the regions, compared to 9.3% in Tbilisi in 2024. As a result, the share of regions in the total revenue of branded chains grew from 41.1% in 2023 to 42.2% in 2024.
The FMCG market in Tbilisi was valued at ₾11.3 billion in 2024, representing 49.9% of total revenues, while the combined regions accounted for ₾11.4 billion. A total of 500 new branded stores were added across the country in 2024, with 350 in the regions and the rest in Tbilisi, bringing the number of stores in both areas to near parity.
As a result of faster regional expansion, Tbilisi’s share of total FMCG revenues dropped slightly to 57.8% in 2024, down from 58.9% in 2023. Analysts expect this high growth rate in regional markets to persist in the coming years.
According to Galt & Taggart’s assessment for 2024, the most attractive regions for further FMCG expansion include Adjara and Kvemo Kartli, while within Tbilisi, the districts of Saburtalo, Gldani, and Samgori present the strongest growth opportunities.
Looking ahead, the FMCG sector is projected to grow at an average annual rate of 8.0% from 2025 to 2028, driven by continued expansion, rising demand, and evolving consumer preferences.
With branded retail chains rapidly gaining ground and regional markets becoming increasingly competitive, Georgia’s FMCG landscape is set for sustained and dynamic growth in the years to come.
