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: 94 | Publication date: Sep 2006
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
Better growth for household products
As a result of the maturing state of the household care market its current value marked a good increase in current value terms in 2005 which was attributable to the new product development in the larger types of household care and also in some of the niche areas.
Despite the launch of several new products with improved features in 2005, those products considered a necessity – such as laundry care and dishwashing products – recorded growth below the market average. Price competitiveness in household care is an important factor, and price levels remained almost unchanged as a result of the intensified competition. In order to improve their margins, as well as slow down the maturation of the market, producers launched innovative and value added products.
Adding value becomes the winning strategy
In an attempt to increase the unit prices and expand their shares, the leading producers launched specialised and effective products in several types of household care. The new product launches appeared in both the large and maturing and in the small and developing product areas.
This phenomenon indicates that the value-adding strategy is on its way to becoming a general trend. For example, in laundry care manufacturers introduced detergents combined with fabric softeners, natural oils or plant extracts. Producers of dishwashing liquids focused on improving the effectiveness of action and concentrated properties and manufacturers of toilet and air care introduced premium fragrances.
Multinational companies dominate the market
Multinational companies largely dominate laundry care. The top five companies account for more than half of the market value but only Ficosota Syntez OOD is with local ownership. Product innovation, design and marketing know-how are the competitive strengths necessary for market success but most local companies lack the financial resources or managerial know-how to rival their international counterparts. The dominance of the multinational companies played an important role in accelerating the market value growth, subsequent to the introduction of more expensive imported products.
Advertising and promotion becomes a must for market success
Consumer communication is becoming increasingly important for a brand's success. The most frequently purchased products – laundry detergents, fabric softeners and surface care – are also the most heavily advertised, with commercials appearing on TV, outdoor and print media.
On the other hand, manufacturers of niche products have chosen to focus on different in-store activities to promote their brands. Among the most widely employed promotional tools are the bundle promotions, price reductions and free gifts.
Improving economic conditions to encourage future market growth
As the largest product areas (laundry care and dishwashing products) have already entered the maturation stage, even slower growth is envisaged for the forecast period. The smaller and less developed sectors of surface care, toilet and air care will display above average value growth, as a result of increased consumer demand.
Manufacturers will continue to innovate and introduce new products and this trend will be most evident in the small and niche product areas. In addition, the increasing number of one family households, real estate developments and booming tourism are expected to bring positive gains to household care as a whole.
Table of contents
HOUSEHOLD CARE IN BULGARIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Better growth for household products
Adding value becomes the winning strategy
Multinational companies dominate the market
Advertising and promotion becomes a must for market success
Improving economic conditions to encourage future market growth
KEY TRENDS AND DEVELOPMENTS
Increasing purchasing power boosts demand for niche products
Housing developments and tourism boom expected to boost sales
Penetration of washing machines and dishwashers expected to benefit sector performance
Hyper/supermarkets expand the scope of private label products
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Penetration of Private Label by Sector 2001- 2004
Table 9 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
DEFINITIONS
LOCAL COMPANY PROFILES - BULGARIA
FICOSOTA SYNTEZ OOD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Ficosota Syntez OOD: Key Facts
Summary 2 Ficosota Syntez OOD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Ficosota Holding: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 4 Ficosota syntez OOD: Competitive Position 2005
HAYAT BULGARIA CHEMICAL OOD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hayat Bulgaria Chemical OOD: Key Facts
Summary 6 Hayat Bulgaria Chemical OOD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Hayat Bulgaria Chemical OOD: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 8 Hayat Bulgaria Chemical OOD: Competitive Position 2005
MEDEA-CHIM OOD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Medea-Chim OOD: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Medea-Chim OOD: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 11 Medea-Chim OOD: Competitive Position 2005
SARANTIS BULGARIA LTD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Sarantis Bulgaria Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Sarantis Bulgaria Ltd: Competitive Position 2005
VERILA AD - HOUSEHOLD CARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Verila AD: Key Facts
Summary 15 Verila AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Verila AD: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 17 Verila AD: Competitive Position 2005
LAUNDRY CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2000-2005
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2000-2005
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 14 Laundry Care Company Shares 2001-2005
Table 15 Laundry Care Brand Shares 2002-2005
Table 16 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 17 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 18 Sales of Laundry Detergents by Type: Value 2000-2005
Table 19 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 20 Laundry Detergents Company Shares 2001-2005
Table 21 Laundry Detergents Brand Shares 2002-2005
Table 22 Sales of Fabric Softeners by Type: Value 2000-2005
Table 23 Sales of Fabric Softeners by Type: % Value Growth 2000-2005
Table 24 Fabric Softeners Brand Shares 2002-2005
Table 25 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2005
Table 26 Sales of Laundry Aids by Type: Value 2000-2005
Table 27 Sales of Laundry Aids by Type: % Value Growth 2000-2005
Table 28 Laundry Aids Company Shares 2001-2005
Table 29 Laundry Aids Brand Shares 2002-2005
DISHWASHING PRODUCTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 30 Household Penetration of Dishwashers 2000-2005
SECTOR DATA
Table 31 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 32 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 33 Dishwashing Products Company Shares 2001-2005
Table 34 Dishwashing Products Brand Shares 2002-2005
Table 35 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 36 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Sales of Surface Care by Subsector: Value 2000-2005
Table 38 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 39 Surface Care Company Shares 2001-2005
Table 40 Surface Care Brand Shares 2002-2005
Table 41 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 42 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
Table 43 Sales of Wipes by Type: Value 2000-2005
Table 44 Sales of Wipes by Type: % Value Growth 2000-2005
Table 45 Wipes Company Shares 2001-2005
Table 46 Wipes Brand Shares 2002-2005
CHLORINE BLEACH IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Chlorine Bleach: Value 2000-2005
Table 48 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 49 Chlorine Bleach Company Shares 2001-2005
Table 50 Chlorine Bleach Brand Shares 2002-2005
Table 51 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 52 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 54 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 55 Toilet Care Products Company Shares 2001-2005
Table 56 Toilet Care Products Brand Shares 2002-2005
Table 57 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 58 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
Table 59 Rim Liquids Brand Shares 2002-2005
POLISHES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Sales of Polishes by Subsector: Value 2000-2005
Table 61 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 62 Polishes Company Shares 2001-2005
Table 63 Polishes Brand Shares 2002-2005
Table 64 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 65 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 66 Sales of Air Care by Subsector: Value 2000-2005
Table 67 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 68 Air Care Company Shares 2001-2005
Table 69 Air Care Brand Shares 2002-2005
Table 70 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 71 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Sales of Insecticides by Subsector: Value 2000-2005
Table 73 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 74 Insecticides Company Shares 2001-2005
Table 75 Insecticides Brand Shares 2002-2005
Table 76 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 77 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010