The Georgian Competition and Consumer Agency (GCCA) has launched a dedicated information portal www.ekalata.gov.ge providing consolidated access to data on the essential products comprised within the Family Basket Programme. The Electronic Basket platform presents consumers with the best available offers and prices across participating retail chains for essential food products, accessible through a single digital interface.

In accordance with the Prime Minister’s initiative and the short-term strategy set out in the conclusions of the Parliament’s Temporary Commission on the Price Formation Structure for Food Products, Medicines, and Fuel, retail chains have commenced offering consumers preferential terms on the essential food products constituting the Family Basket. Within the framework of that strategy, the Agency was mandated to provide consumers with information on the best offers and prices available for the essential products included in the Family Basket Programme across chain supermarkets, presented in an electronic basket format and accessible through a unified platform.

The portal at www.ekalata.gov.ge publishes the best prices offered across 12 of the largest retail chains for each of the 13 essential food products comprised within the Family Basket. Consumers are afforded the ability to compare prices across undertakings and to access up-to-date information on the most competitive offers available on the market. Furthermore, citizens may search by product category to identify the most favourable purchasing conditions and compile a personalised basket reflecting the aggregate cost of selected products.

Addressing the portal’s official presentation, GCCA Chairman Irakli Lekvinadze underlined that the platform is designed to reinforce consumer awareness and to promote greater transparency in the communication of market offers. He further emphasised that the electronic platform is anticipated to make a meaningful contribution to the deepening of competitive conditions within the FMCG sector, thereby equipping citizens with the necessary information to exercise informed economic choices.

Undertakings participating in the programme are required to submit to the Agency, on a weekly basis, updated information on the best offers and prices for the essential products included in the Family Basket Programme. This information will be proactively updated on the portal on a rolling basis. Further development of the platform is envisaged with a view to maximising the reach and quality of consumer information. Dissemination of best-offer information will take place through various broadcast and television formats, a dedicated mobile application is additionally planned for development. Under the Prime Minister’s initiative, the Parliament’s Temporary Commission on the Price Formation Structure for Food Products, Medicines, and Fuel conducted a sector-wide examination of the FMCG market, resulting in the preparation of a comprehensive set of conclusions encompassing short-, medium-, and long-term measures aimed at promoting competition.

The GCCA has been conducting ongoing monitoring of the FMCG market for the purpose of assessing the state of competition since 2023. According to the Agency’s assessment, the total volume of the FMCG market reached GEL 14 billion in 2025, with the organised market segment accounting for a 64% share.