The Georgian Competition and Consumer Agency (GCCA) has concluded its monitoring of the blueberry market, conducted between 2020 and 2024. The initiative was launched following applications from local farmers to assess the competitive environment.
Key findings from the monitoring include:
Between 2020 and the first ten months of 2024, both the volume and value of blueberry exports saw substantial increases. Export quantities rose by 660%, with 4,969 tons exported in the first ten months of 2024, compared to 654 tons in 2020. Export value grew by 595%, from 11.4 million GEL in 2020 to 78.42 million GEL in 2024. This upward trend has been consistent year-on-year.
From 2020 to 2022, the export market was classified as low-concentrated. In 2023-2024, the concentration index slightly exceeded the threshold for a low-concentrated market, indicating a relatively competitive environment where no small group of companies dominates the market.
By 2024, 51 companies were engaged in blueberry exports. Market dynamics are characterized by frequent changes in the leading undertakings and the composition of the top five exporters annually. The market share held by the top five companies ranged from 54% to 63% during 2020-2024.
No single undertaking holds a dominant position in the market, and the necessary conditions to establish collective dominance, such as significant market shares, are also not met.
The majority of exports in 2024 (approximately 86%) were directed to the Russian Federation. However, there has been a positive trend toward market diversification, with increasing volumes of blueberries being exported to European countries.
Based on the GCCA's assessment, no risks of competition law violations were identified at the export level of the blueberry market. Consequently, there is no justification for continuing monitoring for ongoing observation. The evaluation considered factors such as the market concentration index and its changes, the distribution of market shares among major companies, and other elements examined during the monitoring process. Overall, the GCCA positively assesses the competitive environment in the blueberry market for the period 2020–2024 (including October 2024).
In 2024, the GCCA completed monitoring of two markets: hazelnuts and blueberries. Monitoring of three other markets—retail trade and distribution (FMCG), auto fuel, and tobacco—remains under ongoing observation.
