Household Care in Bulgaria
Euromonitor International's Household Care 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: 88 | Publication date: Jul 2008
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Emergence of new laundry care category boosts market development in 2007
Bulgaria’s household care market showed a very positive performance in 2007, with growth in current value sales significantly exceeding the CAGR recorded for the review period as a whole. Growth in current value sales was boosted partly by the rapid development of concentrated power detergents (laundry care), a category that first emerged in 2006. Healthy volume and current value growth in dishwashing products also contributed to the positive performance of household care overall, as did greater consumer acceptance of toilet care products as necessity items and strong demand for task-specific and added value products throughout the market, particularly in surface care. However, the development of the market as a whole was limited to some extent by the increasing maturity of key categories like hand dishwashing, chlorine bleach and polishes.
Manufacturers try to offset maturity by adding value to their portfolios
Towards the end of the review period, expectations of a slowdown in volume growth for key categories in laundry care and dishwashing products induced manufacturers to develop new products and improve their existing lines in an effort to add value to their portfolios. A number of manufacturers launched combined action products, for example (eg powder detergent plus fabric softener, or hand dishwashing liquid plus aromatherapy fragrance). At the same time, manufacturers in less mature sectors such as toilet care, surface care and air care introduced new added value products which had already proved successful in more developed Western European household care markets. However, some manufacturers in these sectors were reluctant to introduce genuinely innovative products and concepts (eg toilet cleaning systems or more sophisticated air care variants) due to the fact that many Bulgarians remained quite price sensitive.
Multinationals continue to lead the market, with one notable exception
Multinational companies continued to occupy the top positions in household care in 2007 in terms of market value shares. The only exception was that of local company Ficosota Syntez OOD, which finished in second position overall having made consistent value share gains throughout the review period. Constant improvements in the company’s position were attributable to its modelling of its production, advertising and new product developing activities on those of multinational rivals, as well as its competitive pricing policy and strong distribution network.
Supermarkets/hypermarkets channel continues to gain ground in distribution
Independent small grocers remained the leading retail distribution channel for household care products by a wide margin in 2007. However, the value share of this channel declined steadily throughout the review period in line with the development of supermarkets/hypermarkets, the second leading channel in 2007. Value share gains for supermarkets/hypermarkets were driven by the expansion of chained operators across Bulgaria, and also came at the expense of operators in the health and beauty retailers and other non-grocery retailers channels. With the entry of new supermarkets/hypermarkets chains and the expansion of existing players, these trends are expected to continue over the forecast period.
Slow but stable market development predicted for 2007-2012 period
The household care market looks set to maintain its positive development over the forecast period, with steady growth in constant value sales predicted for most sectors. However, as the boom generated by the emergence of concentrated power detergents products subsides, laundry care, the largest sector, is expected to show a decline in constant value terms. The decline will also be attributable to increasing price competition in the sector. This will limit growth in constant value sales for the market as a whole. A strong performance by automatic dishwashing should help to offset the negative impact this has on the market overall, however. Surface care, toilet care, air care and insecticides are also expected to show impressive growth in constant value terms, partly due to the fact that they are emerging from lower bases but also due to new launches and rising demand for added value products.
Table of contents
HOUSEHOLD CARE IN BULGARIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Emergence of new laundry care category boosts market development in 2007
Manufacturers try to offset maturity by adding value to their portfolios
Multinationals continue to lead the market, with one notable exception
Supermarkets/hypermarkets channel continues to gain ground in distribution
Slow but stable market development predicted for 2007-2012 period
KEY TRENDS AND DEVELOPMENTS
Urbanisation and increased construction drive market development in 2007
Expansion of modern retail chains provides new distribution opportunities
Bulgarian consumers display increasingly sophisticated tastes
Environmental issues come to the fore in household care
Laundry care and dishwashing products benefit as appliance ownership rises
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BULGARIA
BEIT AD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Beit AD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Beit AD: Competitive Position 2006
FICOSOTA SYNTEZ OOD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Ficosota Syntez OOD: Key Facts
Summary 5 Ficosota Syntez OOD: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Ficosota Syntez OOD: Competitive Position 2007
GLOBOL BULGARIA OOD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Globol Bulgaria OOD: Key Facts
Summary 8 Globol Bulgaria OOD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Globol Bulgaria OOD: Competitive Position 2007
HAYAT BULGARIA CHEMICAL OOD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Hayat Bulgaria Chemical OOD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Hayat Bulgaria Chemical OOD: Competitive Position 2007
MEDEA-CHEM OOD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Medea-Chem OOD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Medea-Chem OOD: Competitive Position 2007
LAUNDRY CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: %Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012