Cosmetics And Toiletries in Bulgaria
Euromonitor International's Cosmetics And Toiletries in Bulgaria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 143 | Publication date: Jul 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Growth rates continue to rise
2008 was another successful year for the Bulgarian cosmetics and toiletries market, as most categories saw positive growth rates, both in current value and volume terms. Well above the average was the growth rate for sun care, but its progress was mostly due to its initial low base, and the category still generated relatively low sales. The majority of the categories within colour cosmetics performed well, with many managing to achieve double-digit growth in current value and volume terms. Oral hygiene was the least dynamic category, but has significant potential for future growth.
Premium cosmetics becomes a key segment in the market
With disposable incomes still rising, consumers tend to spend increasing amounts on premium and high end cosmetics. Although the actual sales achieved were still low, there was a clear indication that the local premium cosmetics segment is changing, and will become even more profitable. Premium colour cosmetics and sun care were the most dynamic segments. In line with this trend, the low end of the cosmetics category is shrinking, as quality is becoming more important than the price of products. A decade ago consumers were choosing most products by comparing prices. In the review period, however, it became clear that the attention of the users of cosmetics could be retained by consistency in terms of quality, and ensuring a positive perception for the manufacturer and the brand.
Multinational brands grow aggressively at the expense of local brands
2008 was successful for global brands such as Avon, Nivea, L’Oréal and Dove. All multinational companies retained and even increased their shares. In spite of recent investments in quality improvement, major Bulgarian companies such as Aroma AD, Alen Mak AD and Rubella Beauty AD remained unable to compete with the large multinationals, and their shares continued to decline. The key reason for this was their limited financial background, which did not allow them to invest in marketing and advertising. As a result, even new launches remained unnoticed, diverting even more attention to imported brands.
Economic slowdown unlikely to affect the market
Although Bulgaria is feeling the effects of the global economic recession to some extent, it is not likely that this will influence the growth of the cosmetics and toiletries market. These products are already perceived by consumers as necessities, which they are highly unlikely to stop buying, or even to try saving money by turning to lower end products. What is more, disposable incomes are unlikely to see a serious slowdown, unlike in other EU countries, since in Bulgaria they were relatively low in the first place, and there is still room for improvement, even in difficult economic times.
Competition is likely to become stiffer as the market reaches maturity
The forecast period promises stable positive growth, driven by rising disposable incomes, which will increase the demand for high quality products. Skin care and sun care will show the highest growth, as these categories are still underdeveloped. Positive growth and increasing unit prices are expected to intensify the competition between companies, and they will have to fight for sustainable brand loyalty, instead of mere growth of the client base.
Table of contents
COSMETICS AND TOILETRIES IN BULGARIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth rates continue to rise
Premium cosmetics becomes a key segment in the market
Multinational brands grow aggressively at the expense of local brands
Economic slowdown unlikely to affect the market
Competition is likely to become stiffer as the market reaches maturity
KEY TRENDS AND DEVELOPMENTS
The market is performing well, despite the economic crisis
Domestic players lose the competition to the multinationals
Fairs and presentations are a significant driving force behind the growth of the market
Imported brands dominate the market in almost all categories
Direct selling is the main driving force in the cosmetics and toiletries market
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BULGARIA
AROMA AD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aroma AD: Key Facts
Summary 3 Aroma AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Aroma AD: Competitive Position 2008
KRASNAYA LINIA BULGARIA LTD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Krasnaya Linia Bulgaria Ltd: Key Facts
Summary 6 Krasnaya Linia Bulgaria Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Krasnaya Linia Bulgaria Ltd: Competitive Position 2008
ROSA IMPEX OOD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Rosa Impex OOD: Key Facts
Summary 9 Rosa Impex OOD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Rosa Impex OOD: Competitive Position 2008
RUBELLA BEAUTY AD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Rubella Beauty AD: Key Facts
Summary 12 Rubella Beauty AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Rubella Beauty AD: Competitive Position 2008
STS COSMETICS OOD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 STS Cosmetics OOD: Key Facts
Summary 15 STS Cosmetics OOD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 STS Cosmetics OOD: Competitive Position 2008
BABY CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Care Premium Brand Shares 2005-2008
Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 29 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 31 Bath and Shower Products Premium Brand Shares 2005-2008
Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Deodorants by Subsector: Value 2003-2008
Table 36 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 37 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 38 Deodorants Company Shares by Retail Value 2004-2008
Table 39 Deodorants Brand Shares by Retail Value 2005-2008
Table 40 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 41 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 42 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Hair Care by Subsector: Value 2003-2008
Table 44 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 45 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 46 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 47 Hair Care Company Shares by Retail Value 2004-2008
Table 48 Hair Care Brand Shares by Retail Value 2005-2008
Table 49 Styling Agents Brand Shares by Retail Value 2005-2008
Table 50 Colourants Brand Shares by Retail Value 2005-2008
Table 51 Hair Care Premium Brand Shares 2005-2008
Table 52 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 53 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 54 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 56 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 57 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 58 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 59 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 60 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 61 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 62 Lip Products Brand Shares by Retail Value 2005-2008
Table 63 Nail Products Brand Shares by Retail Value 2005-2008
Table 64 Colour Cosmetics Premium Brand Shares 2005-2008
Table 65 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 66 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 67 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Sales of Electric Shavers by Value 2004-2008
Table 69 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 70 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 71 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 72 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 73 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 74 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 75 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 76 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 77 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 78 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 79 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 80 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 81 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 82 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 83 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 84 Toothpaste Brand Shares by Retail Value 2005-2008
Table 85 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 86 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 87 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 88 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 89 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 90 Sales of Fragrances by Subsector: Value 2003-2008
Table 91 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 92 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 93 Fragrances Company Shares by Retail Value 2004-2008
Table 94 Fragrances Brand Shares by Retail Value 2005-2008
Table 95 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 96 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 97 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 98 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 99 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 100 Sales of Skin Care by Subsector: Value 2003-2008
Table 101 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 102 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 103 Skin Care Company Shares by Retail Value 2004-2008
Table 104 Skin Care Brand Shares by Retail Value 2005-2008
Table 105 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 106 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 107 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 108 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 109 Skin Care Premium Brand Shares 2005-2008
Table 110 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 111 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 112 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 113 Sales of Depilatories by Subsector: Value 2003-2008
Table 114 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 115 Depilatories Company Shares by Retail Value 2004-2008
Table 116 Depilatories Brand Shares by Retail Value 2005-2008
Table 117 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 118 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Sales of Sun Care by Subsector: Value 2003-2008
Table 120 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 121 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 122 Sun Care Company Shares by Retail Value 2004-2008
Table 123 Sun Care Brand Shares by Retail Value 2005-2008
Table 124 Sun Care Premium Brand Shares 2005-2008
Table 125 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 126 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 127 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013