TBC Capital’s nine-month 2025 FMCG market review forecasts 9.8% annual growth with total sector turnover reaching GEL 24.2 billion by year-end. The pace is expected to ease in 2026 as projected growth slows to 5.9%.
Although supermarket chains have been expanding beyond the capital (+3 percentage points in regional share over the past year), traditional, non-incorporated retail remains dominant nationally at 59% market share while chains hold 38%.
Retail trends vary sharply by geography. Chain supermarkets lead with 54% share in Tbilisi while regions trail at 28%. Kvemo Kartli (16%) Kakheti (18%) and Guria (20%) continue to show the lowest penetration of chains each staying under 25% share and none exceeding a 25% market footprint so far.
Within the modern retail segment, Daily Group tops the supermarket ranking with 33% share, followed by Ori Nabiji at 20.5% and Nikora at 18.7%.
