“Frosch will remain a brand that Georgian consumers trust, because we care about their health and the environment”
With a strong reputation for safety, effectiveness and environmental responsibility, Frosch continues to reinforce its position as a trusted household name in Georgia. The brand’s success is built on consumer trust, innovation and a commitment to safe, eco-friendly products. Over the past year, Frosch has further strengthened its footprint, driven by initiatives that promote health-conscious and environmentally responsible living.
This interview with Tamta Kalandadze, Brand Manager at BMS – the company responsible for importing and distributing Frosch in Georgia – explores the factors behind the brand’s sustained growth and consumer trust, evolving attitudes toward eco-friendly products and the company’s priorities for further development in the market.
Q. What, in your view, defines long-term trust and success for a brand in the Georgian market?
A. The secret to Frosch’s success is simple – consumer trust, which we have earned over many years. This trust is built on three key pillars: safety, effectiveness and environmental care. Georgian consumers value that Frosch products are free from harmful chemicals, phosphates, parabens and microplastics. They are safe for children, pets and people prone to allergies, while remaining highly effective in cleaning. Winning the Golden Brand award once again confirms that we are on the right path.
Q. How would you summarize 2025 for Frosch in Georgia? What were the key areas of progress?
A. 2025 was a year of stable growth and strengthening for Frosch. We continued expanding our distribution, making the brand more accessible across the country. We also saw significant progress in brand awareness, supported by educational campaigns that helped consumers better understand the importance of eco-friendly products. Additionally, we strengthened our presence in the regions, contributing to increased market share. The highlight of the year, of course, was winning the Golden Brand award, which is the best recognition of our team’s efforts.
Q. How has consumer perception of eco-friendly household products evolved in recent years?
A. The change has been significant and continues to grow stronger each year. Today, Georgian consumers are far more informed and conscious than they were five–ten years ago. They no longer focus solely on price or appearance, they care about product composition and its impact on health and the environment. More families are choosing eco-friendly cleaning products, especially those with young children or pets. As a pioneer in this segment, Frosch responds to this growing demand with safe, effective and certified solutions.
Q. What role do German origin and international certifications play in consumer choice?
A. German origin is one of Frosch’s key strengths. For consumers, “Made in Germany” stands for reliability, quality, and strict control standards. Frosch has been one of the most trusted brands in Germany for over 20 years, which speaks for itself.
In terms of certifications, Frosch holds nine eco-labels, including the EU Ecolabel and Vegan Society certification. These confirm the transparency and safety of our products. Consumers can trust that our products are tested, dermatologically approved, hypoallergenic and vegan.
Q. What steps have you taken to expand distribution and where do you see further growth potential?
A. Today, Frosch products are available throughout Georgia – in large retail chains, small shops, pharmacies and online platforms. We are continuously working to expand our distribution network to make the brand even more accessible. The greatest growth potential lies in the regions. While we already have broad coverage, there are still smaller towns and areas where availability can be improved. We also see strong potential in online sales, which are becoming increasingly popular among Georgian consumers.
Q. Environmental responsibility often starts with small steps. Which everyday changes have the biggest impact?
A. That’s absolutely true, small steps can make a big difference. Based on our experience, the most impactful changes start with everyday choices. By selecting eco-friendly cleaning products such as Frosch, households can reduce exposure to harmful chemicals. Proper dosing is equally important, as many consumers tend to use more product than necessary, while correct usage helps minimize waste and conserve resources. Recycling also plays a key role – Frosch packaging is 100 percent recyclable and biodegradable and its proper disposal significantly reduces landfill waste. Together, these small actions create meaningful change.
Q. How can businesses and consumers work together to create a cleaner and more sustainable environment in Georgia?
A. This is a crucial issue that requires joint effort. Businesses must offer safe, eco-friendly and transparent products, as well as invest in educational campaigns to raise awareness about sustainable living.
Consumers, on the other hand, play a key role through conscious choices. By choosing eco-friendly products, they support the future they want to see. Frosch actively contributes to this process by continuously improving product formulas and packaging to minimize environmental impact. Our goal is to inspire consumers to become our partners in this important mission.
Q. What are Frosch’s main strategic priorities for 2026 in the Georgian market?
A. Our priorities for 2026 include strengthening our market position and maintaining consumer trust; expanding distribution, particularly in regions and online platforms; increasing brand awareness through continued educational campaigns; reinforcing sustainability principles at both brand and consumer levels; and introducing new products tailored to evolving consumer needs.
Frosch will remain a brand that Georgian consumers trust, because we care about their health and the environment.
