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: 123 | Publication date: Oct 2007
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; Premium cosmetics; Skin care; Sun care
Executive summary
Sales increase despite maturity
Bulgarian cosmetics and toiletries achieved growth in 2006, though smaller than in previous years. The reason for slowing growth is that many products reached maturity with little room for dynamic expansion. Some saw current value shrink due to maturity, such as hair care and deodorants. Impressive growth was achieved by a number of product areas but often growth was high due to a low base. Overall, however, growth was driven by the successful performance of skin care. Sales were encouraged by increased disposable income levels and also by the introduction of more sophisticated products, mainly in the middle- and high-end of prices.
Direct sales and specialists lead distribution
The importance of direct sales and specialists increased over the review period and these two channels lead distribution of cosmetics and toiletries in value terms. Avon Bulgaria EOOD and Oriflame Bulgaria EOOD are not only leading companies in direct sales but also showed a remarkable performance in cosmetics and toiletries overall. Their popularity was strengthened by their effective sales consultants, who are often friends, relatives or colleagues of customers. Meanwhile, specialists benefited from the growth of chains. Beauty Zone, for example, established big outlets in the new shopping malls and expanded its existing outlet in TZUM, which is one of the most prestigious shopping locations.
Local companies still cannot adjust to demand
Bulgarian companies continued to lose share in 2006. Once powerful brands, widely popular not only locally but also abroad, dropped away from the top positions. The major reason is their high production costs and limited marketing and advertising due to lack of funds. The leading Bulgarian companies such as Aroma AD, Alen Mak AD and Rubella Beauty AD derived their sales from a traditional presence in economy products. Consumers turned to higher-priced products in search of quality during the review period, however, as income levels grew. This had a negative influence on Bulgarian companies, who were not flexible enough to adapt.
Low-end products shrink as disposable income grows
Bulgarian manufacturers and distributors are unanimous that the rise in disposable income changed consumer attitudes towards cosmetics and toiletries. While cheaper products were preferred by the majority a decade ago, consumers now seek high quality products at a higher price. Quality became more important than price, especially due to sophisticated products being launched in hair care and colour cosmetics.
Diversity and sophistication fight for attention
In spite of maturity, innovative new product development boosted sales in the review period. Non-traditional products were well accepted by consumers, such as Gillette M3 Power, a battery-powered razor. Anti-ageing skin care was also accepted well by women thanks to good advertising support.
Modest growth expected despite some evidence of maturity
Bulgaria is still a developing market, and growth in cosmetics and toiletries is expected to rise by a CAGR of 2% in constant value terms over the forecast period. Oral hygiene and hair care are maturing and growth is expected to be stilted accordingly, but a wide range of novel products in colour cosmetics and skin care, for example, are expected to see significant value gains further into the future.
Table of contents
COSMETICS AND TOILETRIES IN BULGARIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales increase despite maturity
Direct sales and specialists lead distribution
Local companies still cannot adjust to demand
Low-end products shrink as disposable income grows
Diversity and sophistication fight for attention
Modest growth expected despite some evidence of maturity
KEY TRENDS AND DEVELOPMENTS
Bulgarian players meet EU requirements
Beauty salons provide increasing competition
Direct sales plays a major role
Multinational companies still dominate
Influence of internet grows
Investments in advertising increase
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2006
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - BULGARIA
ALEN MAK AD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Alen Mak AD: Key Facts
Summary 2 Alen Mak AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Alen Mak AD: Competitive Position 2006
AROMA AD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Aroma AD: Key Facts
Summary 5 Aroma AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Aroma AD: Competitive Position 2006
FICOSOTA SYNTEZ OOD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Ficosota Syntez OOD: Key Facts
Summary 8 Ficosota Syntez OOD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Ficosota Syntez OOD: Competitive Position 2006
LAVENA AD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Lavena AD: Key Facts
Summary 11 Lavena AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Lavena AD: Competitive Position 2006
RUBELLA BEAUTY AD - COSMETICS AND TOILETRIES - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Rubella Beauty AD: Key Facts
Summary 14 Rubella Beauty AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Rubella Beauty AD: Competitive Position 2006
BABY CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Baby Care by Subsector: Value 2001-2006
Table 12 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 13 Baby Care Company Shares by Retail Value 2002-2006
Table 14 Baby Care Brand Shares by Retail Value 2003-2006
Table 15 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 16 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 17 Baby Care Premium Vs Mass % Analysis 2001-2006
Table 18 Baby Care Premium Brand Rankings 2006
BATH AND SHOWER PRODUCTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 19 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 20 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 21 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 22 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 23 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 24 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2001-2006
Table 26 Bath and Shower Products Premium Brand Rankings 2006
DEODORANTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of Deodorants by Subsector: Value 2001-2006
Table 28 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 29 Deodorants Company Shares by Retail Value 2002-2006
Table 30 Deodorants Brand Shares by Retail Value 2003-2006
Table 31 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 32 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 33 Deodorants Premium Vs Mass % Analysis 2001-2006
HAIR CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Hair Care by Subsector: Value 2001-2006
Table 35 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 36 Hair Care Company Shares by Retail Value 2002-2006
Table 37 Hair Care Brand Shares by Retail Value 2003-2006
Table 38 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 39 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 40 Hair Care Premium Vs Mass % Analysis 2001-2006
Table 41 Hair Care Premium Brand Rankings 2006
Table 42 Styling Agents by Type 2001-2006
Table 43 Styling Agents Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 45 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 46 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 47 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 48 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 49 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 50 Colour Cosmetics Premium Vs Mass % Analysis 2001-2006
Table 51 Colour Cosmetics Premium Brand Rankings 2006
MEN'S GROOMING PRODUCTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 53 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 54 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 55 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 56 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 57 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 59 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 60 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 61 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 62 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 63 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 64 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 65 Manual and Power Brush Company Shares by Retail Value 2002-2006
Table 66 Manual and Power Brush Brand Shares by Retail Value 2003-2006
Table 67 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 68 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Fragrances by Subsector: Value 2001-2006
Table 70 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 71 Fragrances Company Shares by Retail Value 2002-2006
Table 72 Fragrances Brand Shares by Retail Value 2003-2006
Table 73 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 74 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Sales of Skin Care by Subsector: Value 2001-2006
Table 76 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 77 Sales of Facial Care by Subsector: Value 2001-2006
Table 78 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 79 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 80 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 81 Sales of Body Care by Subsector: Value 2001-2006
Table 82 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 83 Skin Care Company Shares by Retail Value 2002-2006
Table 84 Skin Care Brand Shares by Retail Value 2003-2006
Table 85 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 86 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 87 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 88 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 89 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 90 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 91 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 92 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 93 Skin Care Premium Vs Mass % Analysis 2001-2006
Table 94 Skin Care Premium Brand Rankings 2006
DEPILATORIES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 95 Sales of Depilatories by Subsector: Value 2001-2006
Table 96 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 97 Depilatories Company Shares by Retail Value 2002-2006
Table 98 Depilatories Brand Shares by Retail Value 2003-2006
Table 99 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 100 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 101 Sales of Sun Care by Subsector: Value 2001-2006
Table 102 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 103 Sun Care Company Shares by Retail Value 2002-2006
Table 104 Sun Care Brand Shares by Retail Value 2003-2006
Table 105 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 106 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 107 Sun Care Premium Vs Mass % Analysis 2001-2006
Table 108 Sun Care Premium Brand Rankings 2006