Disposable Paper Products in Bulgaria

Euromonitor International's Disposable Paper Products 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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Product coverage

Away-from-home disposable paper products; Retail disposable paper products

Executive summary

Restrained growth characterises the DPP market development in 2008

The DPP market continued to increase in current value terms; however the growth rate was quite relaxed. Indeed, growth was comparable to that achieved over the review period. Maturation of the largest categories of sanitary protection, toilet paper, tissues and cotton wool/buds/pads contributed to the sluggish value increase. Another important factor was the unfavourable demographic situation with a declining population, which limited the volume scope for development.

Increasing competition brings lower prices to consumers

In 2008, the high number of new brands, of local and EU origin, led to intensified competition between players. A great number of them secured distribution through the expanding channel of chained supermarkets/hypermarkets. The increasing competitive pressure and greater choice spurred new product development from local producers in higher price bands, which narrowed the price gap between local and imported products. Undoubtedly, this is a boon for consumers, who responded by increasing demand for products such as paper tableware and kitchen towels.

Multinational companies are trying to take over the market

Within the top five companies in the Bulgarian disposable paper products market, three are domestic. The leading company, ZH Belovo AD continued to hold the most substantial share of the market in 2008. However, it appears that its previously unchallenged leadership is about to end as it faces aggressive pricing and distribution strategies from competitor companies from the lower ranks, such as SCA Hygiene Holding AB, Palomita AD and Ficosota Syntez OOD. In 2008, local companies continued to hold strong positions in the economy segment, while international brands offer unrivalled quality in the premium price segment. Mid-price brands are both imported and locally produced brands, such as Interpred Partner OOD’s Zebra, SCA Hygiene Holding’s Zewa, Megatrade Express ltd’s Perfetto, and Milde from Ficosota Syntez OOD.

The grocery retailers attract an increasing number of DPP consumers

Grocery retailers continued to account for the majority of disposable paper products purchases. Within this channel, the share of the small grocery retailers is gradually giving way to the supermarkets/hypermarkets. In 2008, the latter increased in importance as a result of the opening of new stores rather than the entry of new companies. On the other hand, the change in shopping habits and greater preference for modern retail formats led to a decrease in the significance of the non-grocery segment.

Consumers will continue to seek value for money during the forecast period

Constant value growth is expected to be negative during the forecast period. This indicates that brand owners will continue to utilise reduced price offers or will provide additional benefits for their consumers. Although new product development and improvements are expected, the slow increase of disposable income and the upcoming effects of the financial crisis will make consumers more price-conscious.

Recycling issues gaining importance in Bulgaria

Concerns over rising costs and scarcity of resources have prompted disposable paper products manufacturers to consider recycling as a viable strategy. While in the past recycled paper was associated with compromised quality, efforts are being made to improve the production process and launch high-quality recycled products.

Current Impact

Efficiency and cost concerns have prompted manufacturers in several sectors to use recycled and recyclable materials in its production process. Paper and cellulose are increasingly scarce and are becoming more and more expensive. Ethical concerns have also played a role in popularising this trend. In the past, recycled products were associated with lower quality and unattractive colours, but sophistication of production technologies have benefited the end result and consumers’ perceptions about recycled products are changing. Indeed, in Bulgaria, several of the main disposable paper products companies use recycled materials in their production processes and they continue to be very successful. For example, the market leader ZH Belovo AD uses recycled paper as a base for a number of its products. Even the new upmarket line Deco is manufactured from recycled paper. Also, SCA Hygiene Holding, which occupies the fourth leading place in the market, is trying to use as much recycled paper in its production process as possible on a global level. Euromonitor International believes this trend to be in its early infancy, but so far it is very much production- and cost optimization-driven rather than a strategic marketing decision. Manufacturing companies and brand owners are not yet investing in creating a “green” image for their recycled lines. Environmental friendliness and recycling are only just starting to take a hold in Bulgaria. Since recycling is still a very new issue, those companies that want to highlight their responsible attitude to production and employ this theme in their marketing strategies, are in a position to make an impact and be considered pioneers.

Outlook

In September 2003, Bulgaria introduced waste management legislation, which is harmonised with the EU directives (94/62/EU). Under the Law on Waste Management both producers and importers have to participate actively in the recycling of any packaging waste they release on the market. Currently, the companies have three options with regards to implementing the law: they can pay a tax to the Ministry of Environment and Water; they can set up their own recycling system, or third, they can set up a legal entity in conjunction with other companies. Most companies choose to participate with recycling companies, and there are six such companies operating in Bulgaria. Since then, recycling has become a serious issue in Bulgaria and separate receptacles for paper, glass, plastic and metal were installed in key neighbourhood locations. Companies claim that paper constitutes most of the collected waste (over 50% of all collected waste).

In 2008, businesses more than individual households recycle waste the most; only 5% of all collected waste comes from Bulgarian households. Indeed, people are still very sceptical about why they should go to the trouble of separating waste and disposing of unwanted paper, glass, metal and plastic according to the new rules. Waste recycling companies collect on average 120,000 tonnes of waste per year, of which only 6,000 comes from households. It is predicted that even when households get in the habit of recycling, they will still contribute less than half of all recycled materials.

Future Impact

The Ministry of Environment and Water of Bulgaria is aiming to reduce paper waste through responsible usage and waste collection, and optimising the collection of bio-degradable waste until 2020. To accomplish its aim, it needs to invest BGN200 million in setting up facilities, developing a collection network and initiating education campaigns.

Recycling and waste management are expected to gradually penetrate the lives of many Bulgarians. The usage of recycled paper in different aspects of life is expected to increase and naturally, disposable paper products will be part of this trend. While very few disposable paper companies explicitly state that their packaging is recycled on their products, it is expected that recycling will become another marketing tool. Later in the forecast period, as consumers get used to the notion of preserving natural resources, recycling is expected to become yet another social function for many disposable paper companies. The recycling trend is primarily expected to spread among sectors with products that contain a high percentage of pulp: toilet paper, kitchen towels, tissues and paper tableware. As some sanitary protection, nappies/diapers/pants and wipes companies use other raw materials (textiles), they are not likely to be among the companies that will lead the recycling trend. However, this does not exclude them from adopting environmentally-friendly production techniques (non-chlorine bleaching, energy and water saving methods). Overall, all disposable paper companies are expected to employ natural resources in a more responsible way in the future.

The market is divided between local and multinational companies

The disposable paper products market is divided between domestic and multinational companies. The leading five companies account for 54% of market value sales in 2008, and within this ranking, three producers are local. Both local and multinational companies have entered the market, but with the exception of Ficosota Syntez OOD, none of them has managed to make a significant impact.

Current Impact

The presence of multinational companies proved to be beneficial for introducing innovation to the market. Naturally, since the different sectors are at different stages of their life cycle, some industries underwent more dynamic changes, while in others, new product development and marketing strategies were less dynamic. The low degree of sophistication and still low per capita consumption of disposable paper products proved to be important variables for existing companies to expand their share and new ones just entering the market. During the review period, three leading companies emerged but even the smaller competitors contributed towards introducing and disseminating innovative ideas in the market. In contrast to household care, where pioneering new products and marketing strategies are mainly the domain of multinational, in disposable paper products the situation is very different. Until 2008, the largest local DPP leader, ZH Belovo AD was a low price competitor and demand for sophisticated products was largely satisfied by imported products. However, in the last year of the review period the company recognised the need to launch upmarket products in order to meet the evolving requirements of local companies. Also, local companies such as Ficosota Syntez OOD, Axxon Bulgaria OOD and Astera AD introduced improved products at very competitive prices, which are very similar to those from multinational companies in terms of quality and distribution, and to some extent in the span of their marketing strategies (in the case of Ficosota Syntez OOD).

Outlook

The market is populated by both local and international companies. In 2008, of the largest 10 companies, five were locally-owned and accounted for a significant share of market value sales. The largest multinationals were Procter & Gamble Bulgaria EOOD, SCA Hygiene Holding AB, Johnson & Johnson and Mega Disposables SA and they have established a strong and lasting presence in the country. New companies have entered over the years but they have not yet managed to capture a significant share of the market. The leading companies ZH Belovo AD, Procter & Gamble Bulgaria EOOD and Palomita AD command the highest shares and the fourth largest company, SCA Hygiene Holding AB, lies some distance behind. The reason for their individual successes are varied – for example, ZH Belovo AD is one of the oldest local companies and following its privatisation it managed to penetrate the market with its low priced toilet paper, napkins, and kitchen towels. The low level of competition was certainly another success factor for ZH Belovo. Procter & Gamble Bulgaria EOOD gained share thanks to the wide popularity of its Pampers nappies range and in 2008, the brand accounted for an impressive 9% share of the market retail value. Palomita AD is the ‘youngest’ of all three but managed to penetrate the market quickly after its formation in 1993. Its wide product portfolio, covering almost all DPP segments, excellent distribution, very competitive prices and good value products are the factors behind its success.

Future Impact

The expected increase of disposable income, urbanisation and expansion of the modern retail trade is expected to further impact the development of the market. Disposable paper products is expected to become more segmented in terms of different price bands and product features. It is expected that both local and multinational companies will benefit from this trend. Companies that compete mainly on a price basis (ZH Belovo AD, Mivex-99 OOD, Bulpaper OOD and Medica AD) will constitute the value side of the market. In the middle of the market, companies such as Ficosota Syntez OOD, Palomita AD, Axxon Bulgaria OOD and the multinational Mega Disposables SA are likely to be positioned. Their products are positioned as good value ones and companies will make any necessary investment in their image. This increased marketing focus will be essential in the face of stiffening competition from multinational brands such as Always, Libresse and Zewa, which are increasingly focusing on value for money, in addition to pioneering innovative concepts. In general, the place of the local companies in the future is seen in the low to mid-price segments, depending on the categories in which they compete, and their marketing strategies. However, the low-cost private label competitor strategy is not seen as a viable one for the long-run because of the increasingly narrowing difference between the low and mid-price products. Moreover, the ascent of the chained multiples will bring additional competitive pressures in the low-price segment and will steal share from private label lines.

Financial crisis expected to prompt manufacturers to offer more value to consumers

The current financial crisis is expected to evoke a competitive reaction on the part of disposable paper products producers, which will offer more value to their customers. This is a good time for the largest multinational companies to launch a price attack on their mid-sized competitors and win share.

Current Impact

Currently the disposable paper products market is developed along value lines and brand owners have little to gain from its developed volume and underdeveloped value state. As Bulgaria remains one of the poorer EU countries, consumers prefer to buy very competitively priced no-frills products and only recently started to trade-up to better quality and non-essential products (3-ply toilet paper, pantyliners, kitchen towels or household care wipes). This also protected the household care market from negative demand consequences. While in the developed markets the global credit crunch reduced the attractiveness of branded products, it prompted consumers to direct their shopping to discount stores and choose no-frills rather than sophisticated products, in Bulgaria the situation is very different. The market is dominated by multinational companies and their branded products. While they indeed provide high quality alternatives to different household or personal needs, they are also subject to various consumer promotions, which make them affordable. Hence, the financial crisis has prompted the largest brand owners (Procter & Gamble Bulgaria EOOD, SCA Hygiene Holding AB, Johnson & Johnson Bulgaria EOOD) to add more value to their products. Their marketing strategies have focused on offering competitive prices, consumer promotions, free volume or other cross-branded gifts. For example, good quality fragranced toilet paper now costs just BGN0.5 per roll, which is an extremely competitive price. Also, the leading producers of sanitary products Procter & Gamble and SCA Hygiene have launched extra large packs of their leading brands at reduced prices. The current strategy of these companies could have a profound impact in the future as consumers start to appreciate the better quality products that also have aesthetic traits (i.e. subtle fragrances, extra softness and attractive patterns).

Outlook

The global financial crisis is a much talked about issue in Bulgaria. While more developed Western countries were already hit by the credit crunch; facing redundancies and becoming price-sensitive, the situation in Bulgaria is different. At macroeconomic level, the high share of the grey economy indicates that some consumers feel confident about their earnings. Indeed, recent research by the Bulgarian Industrial Association indicates that the grey economy’s share in the total country’s wealth is as high as 30%. Paradoxically, this phenomenon has acted in favour of many FMCG and durable goods markets, including disposable paper products. To date disposable paper products manufacturers and brand owners have not yet reported stagnant sales because of the financial crisis. The negative demographic prospects and mature state of some sector like toilet paper, sanitary protection and cotton wool/buds/pads give sufficient reason for concern.

On the other hand, the increase in production costs (fuel, energy, raw materials) has prompted brand owners to raise their unit prices. In 2008 the average current value increase in the disposable paper products market was around 2%. Parallel with that in 2008, brand owners continued to introduce new products across categories. The improved features and genuine new launches (Nappa kitchen rolls, Libresse Secure Fit, Aroma Spa) did not necessarily retail at higher prices because of their enhanced performance. Thus, it can be expected that consumers will quickly grasp these novelties because of the synergy between practicality and new features.

Future Impact

In November 2008 the Bulgarian government revised its economic growth projections: while the previous GDP growth forecast was 5%, it was revised and downscaled to 2%. Equally, inflation rate projections were raised to 6% but it is likely that this percentage rate will be exceeded, as already happened in 2008 when the inflation rate reached and even exceeded 10% in some months. Furthermore, the Centre for Global Energy Studies forecasts that during the first three month of 2009, OPEC will temporarily shrink supply, thus not allow the crude oil price to drop below US$100 per barrel.

On a global level Euromonitor International detected that many disposable paper products companies had to adjust end prices and operational profit in the face of rising production costs. Bulgaria cannot be isolated from global trends and the unit price increase will continue to be an issue and will boost the market value growth. However, both the financial crisis and rising production costs are not expected to deter brand owners from investing in new product developments and offering better quality products. To date, the disposable paper products market is developed in the low- and mid-priced segments, while premium products such as 3-ply toilet paper, kitchen towels, pantyliners and specialised wipes such as cosmetic and household care, are not very popular. Hence, companies will be interested in carving out these niches. While it is expected that during the financial crisis companies will focus on advertising and promoting their current launches and will not venture into developing new and niche segments, these categories could be very interesting for them in the aftermath of the financial crisis.

Value prospects better than volume growth opportunities

Despite the financial crisis, manufacturers will attempt to develop their value rather than volume sales. The reason for the better value prospects is that Bulgaria faces a serious demographic problem, similar to that which Western European countries are currently experiencing.

Current Impact

For economic reasons, Bulgarians emigrated in their thousands after the fall of Communism, and this phenomenon was the main reason for the decline in the country’s population. The removal of legal barriers in many EU countries for workers from the new member-states is expected to continue to fuel migration trends.

The negative demographic trend will affect demand in some of the most important disposable paper products sectors, particularly sanitary protection, nappies/diapers/pants, cotton wool/buds/pads and toilet paper. On the other hand, other smaller sectors such as tissues, kitchen towels and paper tableware will not be affected and are expected to display an upward trend in sales. However, currently they constitute only a minor percentage of market value sales. For example, the per capita consumption of rolls of toilet paper in 2007 reached 2.4, while per capita consumption of paper tableware was only 0.1kg. The reason for this discrepancy is that in the years before the market economy settled in Bulgaria, supply of labour-saving disposable paper products such as kitchen towels, napkins and even some types of hygienic products such as pocket handkerchiefs was scarce. In the years that followed, economic uncertainty impacted consumers’ purchasing decisions and those with low to average incomes preferred to buy only essentials.

Outlook

The population of Bulgaria has been in decline since the early-1990s. In 2008 the country had less than 7.6 million inhabitants, which is a 3% decrease since the beginning of the review period. Euromonitor International also forecasts that the population will decrease by a further 4% by the end of the forecast period in 2013. Immigration and changing lifestyles (urbanisation and less leisure time) impacted on the family priorities of young Bulgarians and impacted negatively on the total population in the country. In 2008 the largest consumer age group was those aged 15-65-years-old. The number of 0-4-year-olds, which are sole users of diapers, nappies and pants, marked an increase by 6,000 since the beginning of the review period. However, the female population aged 15-65-years-old, which is the target group for sanitary protection, declined.

To offset any drop in volume sales, producers are gearing up towards new product developments and the improvement of existing lines in order to increase constant value sales. The main driver of growth will be the trading up trend and it was adopted by most manufacturers, which involved new product development. For example, Ficosota Syntez OOD, which launched its first toilet roll line in 2007, extended its presence in the market with a new range of kitchen towels in 2008. While most local producers combine economy and mid-priced lines in their portfolios, Ficosota Syntez OOD recognised that it has little to gain from participating in the economy segment and targeted the mid-price segments only. The largest local company, ZH Belovo AD also recognised the potential in the mid-price segment and geared up towards competing there with new lines of toilet paper, kitchen rolls and napkins. The competitive reaction of the local companies comes in response to the attack by multinational producers (SCA Hygiene Products, Forest Papír Rt, Rotocart Srl ), who compete with good quality, as opposed to low prices.

Future Impact

The unfavourable demographic situation is not expected to undergo any changes in the opposite direction during the forecast period. The population in all age bands will decrease but the drop will be most dramatic within the largest and most economically active age group – 15-65-year-olds, which is projected to diminish by 276,000 by 2013. The infant population is expected to remain relatively constant, with just a minor decline. The proportion of 65+-year-olds will on the other hand increase by 40,000, which opens opportunities for incontinence products producers. The positive perspective is that while Bulgarians are becoming fewer in number, the earning capacity of the working population is increasing. The group with a monthly disposable income of over US$750 is expected to increase with the fastest rate during the forecast period. Naturally, the disposable paper producers are gearing up their marketing strategies to react to this change in demand.

The underdeveloped state of the market with very few products with cutting edge features (e.g. lifestyle driven products, products with integrated health features or products that combine household care features), implies that despite negative demographic projections, it can still grow in value terms. One possible threat to the smooth development of the market is the projected serious increase in the number of 65+ year olds, which poses questions on how many consumers can afford to buy modern and high-quality products, as opposed to value ones. Within disposable paper products, sophisticated features are especially important for the sanitary protection and nappies/diapers/pants segments as these products offer very visible and tangible benefits. On the other hand, kitchen towels, paper tableware and wipes will offer greater potential for design and aesthetics-driven strategies and value for money strategies. Thus, the successful competitive strategies are grounded in innovation and segmentation, depending on usage occasion.

Chained multiples increase private label lines

The penetration of private label products in one of the most important retail distribution channels for disposable paper products – supermarkets/hypermarkets – improved substantially during the review period. The reason for the still low percentage share of the private label lines in this market is that the supermarkets/hypermarkets channel is still expanding in the country. In 2008 it commanded a 23% share, while at the beginning of the review period this share was 17%.

Current Impact

The large supermarkets and hypermarkets have attracted consumers through providing a pleasant shopping environment, a wide range of choice and in some cases, consumer retention schemes. Consumers have been exposed to private label products in-store, which have won loyal followers through their low price and reliable quality proposition. Currently, private label products can be found in all significant categories such as sanitary protection, nappies/diapers/pants, cotton wool, toilet paper, tissues, kitchen towels and paper tableware. Even wipes has been populated with private label products, although they are general purpose wipes, rather than task-specific. Chains such as Metro, Billa, Piccadilly, Evropa and Fantastico offer comprehensive ranges of their own private label products. As in other markets, private label products cover a small range of essential products. Metro Cash & Carry’s line of private label products is the most comprehensive, covering not only basic low priced disposable paper products, but also offering attractive designs and a modern look. Private label products are sold at significantly lower prices than branded products, and are generally perceived as being of reasonably good quality. The majority of private label products offered by retailers are produced by Bulgarian companies in order to keep costs as low as possible. As the penetration of chained supermarkets/hypermarkets in Bulgaria continues to grow over the forecast period, it is expected that there will be further scope for development. The expansion of the “soft discounter” Kaufland is also expected to boost consumers’ awareness of and demand for private label products since it places a strong emphasis private label lines.

Outlook

In 2008, the main retail channels for the distribution of disposable paper products were independent small grocers, chained supermarkets/hypermarkets, forecourt retailers, health and beauty retailers and other non-grocery retailers, which are represented by specialist shops. Independent small grocers accounts for 29% of the retail split. Health and beauty retailers (36%) also offer a wide choice but they are less attractive because of their highly specialised nature and because the consumers has to go out of their way to visit these retailers. Between 2003 and 2008 the retail expansion came from the increasing number of outlets and entry of new companies. 2009 is expected to bring yet another new competitor in the face of the Carrefour group. As supermarkets/hypermarkets became an increasingly important distribution channel for disposable paper products over 2003-2008, the variety of private label products on offer improved.

While the success of the private label lines is related to the expansion of the chained multiples and adoption of modern shopping habits, there are also other factors to be considered. The cost of running small production facilities, the prevalence of small shop and market-style shopping, and the possibilities for tax evasion all influence the current market structure. As large retail groups increase their presence in the country and people find that shopping at these places offers more value, they will change their shopping habits and be exposed to the private label concept.

Future Impact

The continuing penetration of the modern retail trade is undoubtedly a boon for private label products. While it might be expected that the domestic producers would enjoy an important cost advantage over overseas suppliers, this was not always the case. For example, Metro imported private label nappies/diapers/pants, kitchen towels and napkins from nearby Balkan and Eastern European countries. Production costs in these countries were reasonably low, as were barriers to the importing of products into Bulgaria. Some items, such as coloured and patterned kitchen towels and napkins, were still relatively new to Bulgarian consumers, and supermarkets thus preferred to import them in order to secure superior quality at reasonable prices.

While the extensions within the private label lines can be beneficial for supplier companies, this process can limit the ability of the same suppliers to gain listings for their private label products. Thus, their brand name, as a competitive advantage, can suffer. The penetration of private label products is expected to lead to a diverging supplier trend in the disposable paper products market: on one hand there will be the large local and international companies with portfolios covering all price points, and on the other side the small local companies will ground their market follower’s position. The latter are likely to reduce in number, gain regional positions or seek distribution through the institutional or AFH channels.

Table of contents

DISPOSABLE PAPER PRODUCTS IN BULGARIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Restrained growth characterises the DPP market development in 2008

Increasing competition brings lower prices to consumers

Multinational companies are trying to take over the market

The grocery retailers attract an increasing number of DPP consumers

Consumers will continue to seek value for money during the forecast period

Recycling issues gaining importance in Bulgaria

The market is divided between local and multinational companies

Financial crisis expected to prompt manufacturers to offer more value to consumers

Value prospects better than volume growth opportunities

Chained multiples increase private label lines

MARKET INDICATORS

Table 1 Birth Rates 2003-2008

Table 2 Infant Population 2003-2008

Table 3 Female Population by Age 2003-2008

Table 4 Total Population by Age 2003-2008

Table 5 Households 2003-2008

Table 6 Forecast Infant Population 2008-2013

Table 7 Forecast Female Population by Age 2008-2013

Table 8 Forecast Total Population by Age 2008-2013

Table 9 Forecast Households 2008-2013

MARKET DATA

Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2003-2008

Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008

Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008

Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2008

Table 14 Penetration of Private Label by Sector 2003-2008

Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2008-2013

Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - BULGARIA

ASTERA AD - DISPOSABLE PAPER PRODUCTS - BULGARIA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Astera AD: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Astera AD: Competitive Position 2008

MEDICA AD - DISPOSABLE PAPER PRODUCTS - BULGARIA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Medica AD: Key Facts

Summary 5 Medica AD: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Competitive Position 2008

MEGA DISPOSABLES SA - DISPOSABLE PAPER PRODUCTS - BULGARIA

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Mega Disposables SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 Mega Disposables SA: Competitive Position 2008

PALOMITA AD - DISPOSABLE PAPER PRODUCTS - BULGARIA

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Palomita AD: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 10 Summary Palomita AD: Competitive Position 2008

ZH BELOVO AD - DISPOSABLE PAPER PRODUCTS - BULGARIA

STRATEGIC DIRECTION

KEY FACTS

Summary 11 ZH Belovo AD: Key Facts

Summary 12 ZH Belovo AD: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 13 ZH Belovo AD: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 14 ZH Belovo AD: Competitive Position 2008

SANITARY PROTECTION IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 17 Sanitary Towels by Type of Use: % Value Analysis 2004-2008

Table 18 Retail Sales of Sanitary Protection by Subsector: Value 2003-2008

Table 19 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2003-2008

Table 20 Retail Sales of Tampons by Application Format: % Value Analysis 2003-2008

Table 21 Sanitary Protection Retail Company Shares 2004-2008

Table 22 Sanitary Protection Retail Brand Shares 2005-2008

Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2008-2013

Table 24 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2008-2013

NAPPIES/DIAPERS/PANTS IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2003-2008

Table 26 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2003-2008

Table 27 Nappies/Diapers/Pants Retail Company Shares 2004-2008

Table 28 Nappies/Diapers/Pants Retail Brand Shares 2005-2008

Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2008-2013

Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2008-2013

INCONTINENCE PRODUCTS IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 31 Retail Sales of Incontinence Products by Subsector: Value 2003-2008

Table 32 Retail Sales of Incontinence Products by Subsector: % Value Growth 2003-2008

Table 33 Incontinence Products Retail Company Shares 2004-2008

Table 34 Incontinence Products Retail Brand Shares 2005-2008

Table 35 Forecast Retail Sales of Incontinence Products by Subsector: Value 2008-2013

Table 36 Forecast Retail Sales of Incontinence Products by Subsector: % Value Growth 2008-2013

WIPES IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 37 Retail Sales of Wipes by Subsector: Value 2003-2008

Table 38 Retail Sales of Wipes by Subsector: % Value Growth 2003-2008

Table 39 Wipes Retail Company Shares 2004-2008

Table 40 Wipes Retail Brand Shares 2005-2008

Table 41 Forecast Retail Sales of Wipes by Subsector: Value 2008-2013

Table 42 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2008-2013

COTTON WOOL/BUDS/PADS IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 43 Retail Sales of Cotton Wool/Buds: Value 2003-2008

Table 44 Retail Sales of Cotton Wool/Buds: % Value Growth 2003-2008

Table 45 Retail Sales of Cotton Wool/Buds by Type: % Value Breakdown 2006-2008

Table 46 Cotton Wool/Buds Retail Company Shares 2004-2008

Table 47 Cotton Wool/Buds Retail Brand Shares 2005-2008

Table 48 Forecast Retail Sales of Cotton Wool/Buds: Value 2008-2013

Table 49 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2008-2013

TOILET PAPER IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 50 Retail Sales of Toilet Paper by Subsector: Value 2003-2008

Table 51 Retail Sales of Toilet Paper by Subsector: % Value Growth 2003-2008

Table 52 Retail Sales of Wet Vs Dry Toilet Paper 2003-2008

Table 53 Toilet Paper Retail Company Shares 2004-2008

Table 54 Toilet Paper Retail Brand Shares 2005-2008

Table 55 Forecast Retail Sales of Toilet Paper by Subsector: Value 2008-2013

Table 56 Forecast Retail Sales of Toilet Paper by Subsector: % Value Growth 2008-2013

TISSUES IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 57 Retail Sales of Tissues by Subsector: Value 2003-2008

Table 58 Retail Sales of Tissues by Subsector: % Value Growth 2003-2008

Table 59 Tissues Retail Company Shares 2004-2008

Table 60 Tissues Retail Brand Shares 2005-2008

Table 61 Forecast Retail Sales of Tissues by Subsector: Value 2008-2013

Table 62 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2008-2013

KITCHEN TOWELS IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 63 Retail Sales of Kitchen Towels: Value 2003-2008

Table 64 Retail Sales of Kitchen Towels: % Value Growth 2003-2008

Table 65 Kitchen Towels Retail Company Shares 2004-2008

Table 66 Kitchen Towels Retail Brand Shares 2005-2008

Table 67 Forecast Retail Sales of Kitchen Towels: Value 2008-2013

Table 68 Forecast Retail Sales of Kitchen Towels: % Value Growth 2008-2013

PAPER TABLEWARE IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 69 Retail Sales of Paper Tableware by Subsector: Value 2003-2008

Table 70 Retail Sales of Paper Tableware by Subsector: % Value Growth 2003-2008

Table 71 Paper Tableware Retail Company Shares 2004-2008

Table 72 Paper Tableware Retail Brand Shares 2005-2008

Table 73 Forecast Retail Sales of Paper Tableware by Subsector: Value 2008-2013

Table 74 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2008-2013

AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN BULGARIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 75 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2003-2008

Table 76 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008

Table 77 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008

Table 78 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2007

Table 79 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2008-2013

Table 80 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013