The Georgian Competition and Consumer Agency (GCCA) has published an interim report presenting the results of its monitoring of the fast-moving consumer goods (FMCG) market.
According to the findings of the monitoring exercise, the retail-level value of the FMCG market in 2025 amounted to GEL 13,698,224,599 (excluding VAT), representing a 6.61% increase compared to 2024 and a 12.52% increase compared to 2023, indicating continued expansion of the sector.
During the reporting period, the combined market shares of large retail operators also demonstrated an upward trend. In 2025, the aggregate market share of the ten largest companies increased by 11.3% compared to 2024 and by 19.96% compared to 2023. The organised retail segment accounted for 64.08% of the total market, exceeding the corresponding 2024 figure by 5.68%.
As of 2026, Daily Group comprising the retail chains (Daily, Spar, Magniti, Gvirila, Ioli and Kalata, as well as the Georgian beer company Zedazeni) operated a total of 981 stores. Other major retail operators included Nikora with 685 stores, Ori Nabiji with 635 stores, Carrefour with 98 stores, while Goodwill and Agrohub each operated 9 stores.
Within the framework of the monitoring exercise, the Agency also analysed various forms of indirect charges imposed by retail chains on distributors, including so-called cashback payments, listing fees, shelf placement fees, marketing contributions and other related charges. The analysis indicates that between 2021 and 2025, fees associated with entry into organised retail networks exhibited a clear upward trend. At the same time, cashback levels recorded in 2025 increased significantly compared to 2021. Despite variations in cashback arrangements across retail networks, identical products were generally marketed at broadly similar retail prices, largely reflecting the balancing effect between retail mark-ups and cashback mechanisms.
According to the interim assessment, no dominant undertaking was identified in the FMCG retail market during the reporting period. The market continued to expand overall, while rising retail network entry fees exerted upward pressure on retail prices.
The analysis further suggests that the continued expansion of large retail chains has partly been facilitated by the relatively low financial barriers to opening new outlets at the retail level. In many cases, distributors bear additional entry fees for each newly opened store within a retail network, with these costs ultimately being reflected in consumer prices.
The Georgian Competition and Consumer Agency continues to monitor strategically important markets on an ongoing basis.
