Consumer of Georgia 2025: A Comprehensive Analysis of Lifestyle, Purchasing Behavior and Psychographic Segments

This report presents a comprehensive study of consumer behavior and lifestyle among the urban population of Georgia in 2025, conducted within the BESIDE project. The analysis integrates several key dimensions – lifestyle profiles, psychographic segmentation, behavioral models, motivations, attitudes, price and advertising preferences, as well as purchasing activity across more than 70 FMCG product categories.

The study covers multiple age groups and includes a comparative analysis of men and women, allowing for a deep understanding of differences in consumption structure, habits, purchasing frequency and responsiveness to marketing stimuli.

The report explains how consumers of different ages – from young adults aged 18-24 to the 55-65+ segment – make purchase decisions, which product segments they prioritize, which factors influence their brand choices (price, quality, promotions, brand awareness, advertising), and which psychographic characteristics shape their attitudes toward products, services and brands. Special attention is given to price sensitivity, discount-seeking behavior, the use of loyalty cards, interest in new products, trust in advertising, as well as personal lifestyle practices – from healthy living and café visits to online shopping and leisure habits.

By integrating data on purchases, lifestyle and attitudes, the report provides a holistic portrait of the Georgian consumer, revealing key market trends, new opportunities for brands, distinct features of consumer segments and consistent patterns in product choice. This material offers valuable insights for professionals in marketing, FMCG, retail, branding, communications, consumer research, and for companies planning new product launches, assortment optimization or adjustments to their advertising strategies.

Lifestyle: Age, Gender, Motivations and Behavioral Patterns

Lifestyle was assessed through a broad set of statements covering sports and healthy living, outdoor activities, visits to museums, theaters and cinemas, household duties, childcare, self-care practices (beauty salons, massage, cosmetology), use of social networks, gambling, additional income activities, and preferences for spending free time alone or in company. Below are the key findings.

Gender Differences

Women demonstrate significantly higher involvement in household chores, cooking, childcare, and self-care activities. Across all age groups, women most frequently report “often” when describing domestic responsibilities, culinary tasks, and caring for family members. Men, by contrast, are more active in out-of-home leisure (cafés, bars, sports), gambling, and categories related to personal consumption.

Age Differences

18-24: The most active segment in entertainment, cafe/bar visits, cinema attendance, and posting photos and stories on social media.

25-34: The focus shifts toward balancing work, personal life and the beginning of family responsibilities.

35-44: More time is devoted to family, children, household duties and cooking, while interest in a healthy lifestyle remains strong.

45+: Home and family become more central; visits to entertainment venues decrease, as does digital activity intensity.

Healthy Lifestyle and Recreation

Across all ages, a considerable share of respondents report trying to maintain a healthy lifestyle, engage in sports, and monitor their nutrition. The most physically active groups are 18-34 year-olds; however, with age, healthy eating and outdoor walks become more important -especially among women.

Culture and Leisure

Visiting museums, exhibitions and cultural events is most typical for respondents aged 18-34, particularly women. Cinema and cafe/bar visits also show a strongly youth-driven pattern. In older age groups, cultural participation shifts toward home-based formats and family-oriented activities.

Home, Family and Children

Women aged 25-44 are the key “household managers”: they are most actively involved in cleaning, cooking, planning purchases, and spending time with children. Men participate in these tasks but are far less likely to report them as regular activities. Among older respondents (45-65), interaction with grandchildren becomes increasingly important.

Self-Care and Appearance

Visits to beauty salons, cosmetologists and other personal-care specialists are predominantly female activities. The peak occurs between the ages of 25-44, when self-care becomes part of the daily routine. Men show such behavior occasionally and without forming a stable pattern.

Digital Activity

Posting photos and stories on social networks, active communication via messengers and mobile phones are most characteristic of the 18-34 age group. After 35, digital behavior becomes more utilitarian: social networks are used less for self-presentation and more for obtaining information and practical advice.

Purchasing Behavior Across 70 Product Categories

This section describes the purchase frequency across 70 product categories (food products, beverages, alcohol, sweets and snacks, baby products, hygiene items, household chemicals, pet food and more). For each category, respondents indicated whether they had purchased it within the past months, past 3 months, past 6 months, more than 6 months ago, or had never purchased it. The key overall patterns are summarized below.

-Total number of categories: 70.

Of these, 52 categories are female-dominated, meaning women account for >60% of purchases made in the past month.
There are virtually no male-dominated categories, highlighting the central role women play in household consumption management.

-Age dynamics:

For 50 categories, the dominant purchasing segment in the past month is consumers aged 35-44, and for another large group of categories the leading segment is 25-34.
This confirms that the main burden of regular household shopping rests on mid-aged families.

-Core food and household categories

Eggs, grains, pasta, bread, meat, fish, vegetables/fruit, water, tea, coffee, soap, toilet paper, oral care products and cleaning supplies demonstrate extremely high purchase frequency: typically 70-80% of respondents bought them in the past month.
These categories are strongly associated with women aged 35-44 and 25-34.

-Sweets and snacks

Chocolate bars, candies, cookies, crackers, chips and other snacks also show high purchase frequency, but with a more balanced gender distribution.
Men participate more actively in personal consumption, while women combine personal consumption with purchasing for the family and children.

-Non-alcoholic beverages

(Mineral water, juices, tea, coffee)
Regularly purchased across all age groups.
Women dominate the purchasing of water and tea, while men are somewhat more active in coffee – especially in strong and instant coffee segments.

-Alcohol and energy drinks

These are the most youth and male-oriented categories.
Although their overall purchase frequency is lower, men aged 25-34 and 35-44 contribute equal or greater volume compared to women.
Beer, wine, spirits and energy drinks are closely linked with out-of-home leisure activities.

-Baby products

(Baby food, diapers, children’s hygiene)
These categories have lower overall penetration, but among households where they are relevant, women aged 25-44 are the primary buyers.
Baby categories strongly correlate with high involvement in household responsibilities and childcare.

Psychographic Segments

Based on the intersection of lifestyle data and actual purchasing behavior, several psychographic consumer groups were identified. These segments describe typical behavioral patterns, values, and each group’s role in consumption.

Young Experience Seekers (18-24, both genders)

An active youth segment oriented toward experiences and self-expression. They frequently visit cafes, bars and cinemas, actively use social media and create content (photos, stories). Their purchases are mainly “for themselves”: snacks, sweets, energy drinks, fast food, beverages and basic hygiene items. They rarely act as primary household buyers, so their contribution to core food and household categories is limited.

Urban Family Builders (25-34, especially women)

Young families balancing career, personal life and emerging family responsibilities. They actively go to gyms, invest in appearance, and use online services and delivery. Their baskets span a wide range of categories: cosmetics, personal care, core household products and some baby categories. Convenience, time-saving and the ability to combine self-care with caring for the family are key priorities for this group.

Core Household Managers (35-44, predominantly women)

The central segment shaping the structure of household consumption. Women aged 35-44 run the household, cook, care for children and plan the majority of purchases. They account for the largest share of buying across most food and household categories. They are extremely sensitive to product quality and safety, while also paying close attention to prices and promotions.

Stable Traditionalists (45-65, both genders, predominantly women)

A more conservative group oriented toward stability and familiar brands. They continue to actively purchase basic food and household items but are far less inclined to try new products. Cafés, bars and digital activities play a smaller role, and more time is spent at home and with family. Brand reliability, large pack sizes and clear value propositions are critical for this segment.

Male Functional Consumers (men 25-44)

Mid-aged men who are not the primary household basket managers, but actively participate in specific product categories: alcohol, energy drinks, coffee, snacks and certain quick-to-prepare foods. They often make purchases “on the way,” guided by personal preferences and convenience rather than family needs.

Price and Advertising Attitudes

Consumers demonstrate a distinctly rational approach to purchasing. Most shoppers actively search for low prices (nearly 68%) and use loyalty programs (59%), while at the same time placing high value on product quality and brand recognition (70%). A significant proportion carefully checks product composition and expiration dates (66%), indicating a mature and responsible approach to product selection.

Interest in advertising is moderate: around 44% enjoy positive or humorous ads, while more than one-third believe that advertising does not influence their decisions (36%). However, nearly 43% indirectly acknowledge its impact by purchasing products whose advertising they have seen.

Half of consumers show a strong interest in new products (50% agree), making the market highly receptive to innovation, especially in FMCG categories.

Key Takeaways

-Rationality is the core trait of the Georgian consumer

Searching for low prices and discounts is a norm for most shoppers.

People actively check expiration dates and product composition.

-Quality and brand outweigh price

70% prioritize quality and brand recognition above all.

Price plays a role, but it is not the sole decision factor.

-Advertising works – but indirectly

Consumers believe they are independent from advertising, yet
they often purchase products they have seen advertised.

Friendly, humorous advertising styles increase engagement..

-High receptiveness to new products

Half of respondents are open to trying innovations.

This creates strong opportunities for new product launches.

-Discount mechanics are a powerful sales driver

Loyalty cards are widely used.

Promotions and discounts are critical tools for influencing brand choice.

Analysis of Consumer Behavior Across Product Clusters

Water, Juices and Carbonated Drinks

This cluster includes mineral and drinking water, juices, nectars, carbonated beverages and iced tea. These categories have high penetration and are purchased regularly. Women aged 25-44 dominate in buying water and juices, as they are typically responsible for ensuring the family has everyday beverages. Men aged 18-34 are more active in purchasing carbonated drinks, often buying them for personal use and leisure occasions. With age, consumption of sugary drinks decreases, while water and healthier alternatives increase.

Tea and Coffee

Tea is primarily a family-oriented category dominated by women 35-44, who purchase it along with other basic groceries. Coffee – especially instant and 3-in-1 formats – shows a more pronounced male profile among 25-44 year olds. Ground and bean coffee are more often chosen by higher-income and busier middle-aged consumers for whom coffee is part of a daily ritual.

Dairy Products

The dairy cluster includes milk, yogurts, cottage cheese, cheese and sour cream. These are basic daily-demand categories almost entirely controlled by women 25-44. Young adults 18-24 are more active in yogurt and ready-made dairy desserts, while older age groups prefer traditional products such as milk, cottage cheese and cheese. The dairy cluster is closely linked to households with children and a focus on health.

Baby Products

Baby food, formulas, purees, diapers and baby cosmetics form a distinct cluster almost completely managed by women 25-44. They make decisions about brands, quantities and purchase frequency. Trust in the brand, safety, recommendations from doctors and relatives, and convenient packaging are especially important. Men appear in these categories occasionally and do not shape demand.

Bread, Grains, Pasta and Pantry Staples

Bread, grains, pasta, flour, sugar and other dry grocery items form the foundation of the household basket. Purchase frequency is very high across all ages. The core consumers are women 35-44, who plan weekly shopping and monitor household supplies. This cluster is extremely price-sensitive: shoppers respond strongly to discounts, large pack sizes and promo bundles.

Meat, Poultry, Fish and Eggs

Categories strongly connected to traditional family meals. The largest share of purchases is made by consumers aged 35-54, primarily women who plan menus and cook at home. Men more often buy ready-to-eat meat products (sausages, semi-finished foods) as quick solutions. Quality and freshness are more important than price, especially among households with children.

Vegetables, Fruits and Greens

These products are purchased frequently and in small quantities. Women 25-44 are the key buyers, combining the choice of seasonal products with attention to price and quality. This cluster is strongly linked to healthy eating and home cooking. Consumption remains stable with age, but willingness to experiment with new products declines.

Snacks and Sweets

Chocolate, candies, cookies, chips and other snacks have high penetration and are purchased both for the family and for personal use. Men 18-34 often buy snacks impulsively for themselves – on the go, at work or while socializing. Women combine personal consumption with purchasing for children and the household. This category is highly sensitive to emotional communication and in-store placement.

Energy Drinks and Functional Beverages

Energy drinks and functional beverages are distinctly youth- and male-oriented. The main consumers are men 18-34 with active or irregular lifestyles. Purchases are often impulsive and linked to nighttime activity, studying, work or entertainment. The category is promising but raises concerns among consumers in the context of health and wellness trends.

Alcohol

Beer, wine and spirits form a separate cluster dominated by men 25-54. Wine, however, is more frequently purchased by women 25-44, especially for family events and celebrations. Alcohol categories are less “everyday,” but they play an important role in leisure structure. Communication around responsible consumption and social context is critical for this segment.

Household and Hygiene

Soap, shampoos, toothpaste, laundry detergents, cleaning products, toilet paper and tissues fall almost entirely under female responsibility. Between 70-85% of purchases in this cluster are made by women 25-44. The category is characterized by high purchase regularity and strong quality requirements. Shoppers actively use loyalty cards and promotions, but still prefer trusted brands.

Pet Food and Pet Care Products

Pet food and related products are primarily purchased by families and women 25-44. Young single men 18-34 are also present in this category, but their impact depends on whether they have pets. This cluster combines rationality (price, volume) with emotional attachment to animals and trust in pet brands.

Key Findings and Marketing Implications

Women aged 25-44 are the core of consumer behavior:
They shape the household basket structure, plan regular purchases and make decisions across most product categories.

The 35-44 age group dominates in regular purchases for 52 out of 70 categories.
This is the segment where the largest share of household spending and budgeting is concentrated.

Men aged 18-34 are the key drivers of “pleasure and energy” categories
-beer, snacks, energy drinks, certain alcohol segments and coffee.
Marketing communication in these categories should rely on personal-use and leisure scenarios.

Most consumers are both price-sensitive and quality-oriented.
They actively search for discounts and use coupons, but in the long run they prefer recognizable, reputable brands.

Comparison With Neighboring Markets (Conceptual)

Compared to other markets in the Caucasus and Central Asia, the Georgian consumer often shows higher digital engagement and greater responsiveness to promotions, while maintaining strong loyalty to quality and well-established brands.
Unlike more traditional markets, interest in new products and online shopping is growing especially fast among young adults and urban families in Georgia.

Top 10 Insights:

-Women are the core of 80% of product categories

-Youth is the driver of innovation

-62% search for low prices

-70% prioritize quality

-Advertising works indirectly

-New products fuel category growth

-Age 45+ -strong traditionalism

-Families are the primary consumer segment

-Digital growth boosts fashion/electronics consumption

-Behavior varies sharply by gender and age

The Georgian consumer of 2025 is defined by rational decision-making, strong trust in quality brands and high digital engagement. Women 25-44 shape most household demand, youth drives innovation, while men 18-34 lead “pleasure and energy” categories. Overall, consumers seek value yet remain loyal to reputable brands, making the Georgian market increasingly dynamic, promo-responsive and open to innovation.

We would be very happy to have you join the project in 2026.

By taking part, you’ll get valuable insights into your consumers – their media habits, lifestyle, shopping behavior and many other factors that shape how your products grow and succeed on the market.

We would truly enjoy working together!