Cosmetics
Cosmetics and Toiletries

Cosmetics And Toiletries in Bulgaria

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
Cost: 
GBP1200.00

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

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