OTC Healthcare in Bulgaria
Euromonitor International's OTC Healthcare 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: 85 | Publication date: May 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
Adult mouthcare; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; Vitamins and dietary supplements; Wound treatments
Executive summary
Growth of OTC healthcare sales accompanied by growth in industry scale
In 2005, OTC healthcare in Bulgaria registered an annual growth of 12% in current value terms. Sales of all market sectors recorded increase as compared to 2004, due to active advertising, penetration of high quality, more expensive foreign brands, and increased healthcare awareness among consumers.
The demand for OTC medicated products was more than satisfied by manufacturers, wholesalers, and retail units, which were too numerous for the small market of the country. The rigorous competition between the great number of players, especially within distributors and pharmacies, led to mutual indebtedness in the industry and many firms had to operate at loss. A solution to the increasing tension was found in the horizontal and vertical acquisitions and mergers between companies. It allowed for greater control over the flow of funds along the main distribution channel: manufacturer – wholesaler – pharmacy. Although the law was designed to prevent consolidation in the industry, companies invented shrewd methods to go around the legal restrictions.
Accomplishment of GMP standards raises current prices but optimises long run production
The major local manufacturers of OTC healthcare products synchronised the greater part of their production processes with the European standards of Good Manufacturing Practice (GMP). This allowed them to export their output in the EU countries. Moreover, as Bulgaria was expected to become a member of the European Union in 2007, local manufacturers prepared themselves for the new quality standard, which would be required after the accession. The accomplishment of GMP standards, however, required considerable investment. As a result, prices of domestic OTC products increased slightly in 2005. GMP standards, however, provide long-term benefits, as they introduce greater efficiency in the production process.
Vitamins and dietary supplements benefit from loose regulations
Due to their food status, vitamins and dietary supplements (vitamins and dietary supplements) were not under the direct supervision of the Bulgarian Drug Agency; the state institution responsible for control over the quality, effectiveness, and safety of medicines. Vitamins and dietary supplements could be freely advertised as any other food and at the same time presented as OTC medicines, which were offered in regular pharmacies. On the other hand, the demand for vitamins and dietary supplements constantly increased over the review period, as people became more cautious about their health and assumed preventive measures. Busier lifestyles and more stressful workloads inclined Bulgarians to look for additional sources of vitality, which they found in vitamins and dietary supplements. As a result, the sector was the second largest within OTC healthcare in 2005.
Active governmental fight against smoking stimulates sales of smoking cessation aids
Since the beginning of 2005, Bulgarian legislation forbade smoking in most public places. Cigarette packaging was also required to contain a highly visible warning notice about the detrimental effects of smoking. The advertisement of tobacco products was forbidden and at the end of the year excise duties on cigarettes were increased. All these anti-smoking measures convinced a relatively large number of smokers to try to quit their habit. As a result the demand for smoking cessation aids increased and the sector became the most dynamic of the OTC market in 2005 with an annual growth rate of 17% in constant value terms. Nevertheless, the sector remained underdeveloped due to its small base and the stubborn mentality of Bulgarian smokers who regularly violated the law.
Table of contents
OTC HEALTHCARE IN BULGARIA : MARKET INSIGHT
EXECUTIVE SUMMARY
OPERATING ENVIRONMENT
OTC Registration and Classification
Vitamins & Dietary Supplements Registration and Classification
Advertising
Packaging and Labelling
Distribution
De-listing or De-reimbursement
Traditional Remedies
Homeopathy
Generics
Consumer Expenditure on Health Goods and Medical Services
Table 1 Consumer Expenditure on Health Goods and Medical Services 2000-2005
Life Expectancy
Table 2 Life Expectancy at Birth 2000-2005
OTC HEALTHCARE SALES
Market Performance
Table 3 Sales of OTC Healthcare by Sector: Value 2000-2005
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2000-2005
Switches
Table 5 OTC Healthcare Switches 2004-2005
Competitive Environment
Table 6 OTC Healthcare Company Shares by Retail Value 2001-2005
Table 7 OTC Healthcare Brand Shares by Retail Value 2002-2005
Retail Distribution
Table 8 Sales of OTC Healthcare by Distribution Format: % Analysis 2000/2005
Table 9 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2005
Retailer Activity and Private Label Trends
Forecast Market Performance
Table 10 Forecast Sales of OTC Healthcare by Sector: Value 2005-2010
Table 11 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2005-2010
DEFINITIONS
LOCAL COMPANY PROFILES - BULGARIA
ACTAVIS EAD - OTC HEALTHCARE - BULGARIA
COMPANY BACKGROUND
RECENT NEWS
PRODUCTION CAPACITY
Summary 1 Summary - Actavis AD: Production Statistics 2005
KENDY BULGARIA OOD - OTC HEALTHCARE - BULGARIA
COMPANY BACKGROUND
RECENT NEWS
PRODUCTION CAPACITY
MEDIKA AD - OTC HEALTHCARE - BULGARIA
COMPANY BACKGROUND
RECENT NEWS
Summary 2 Summary - Medika AD: Operational Indicators 2005
PRODUCTION CAPACITY
SOPHARMA AD - OTC HEALTHCARE - BULGARIA
COMPANY BACKGROUND
RECENT NEWS
PRODUCTION CAPACITY
ANALGESICS IN BULGARIA
SECTOR PERFORMANCE
2005 Headlines
Analgesics still growing healthily due to good performance of combination products and ibuprofen
Ibuprofen-based products expand but still remain unpopular
Sopharma loses value share in analgesics due to concentration on improvement of production facilities
Acetaminophen, ibuprofen and combination products sustain adult analgesics
Child-specific analgesics sales supported by heavy advertising
Higher quality contributes to the dynamic performance of topical analgesics/anaesthetic
Forecast performance
Table 12 Sales of Analgesics by Subsector: Value 2000-2005
Table 13 Sales of Analgesics by Subsector: % Value Growth 2000-2005
Table 14 Analgesics Company Shares by Retail Value 2001-2005
Table 15 Analgesics Brand Shares by Retail Value 2002-2005
Summary 3 Summary - Analgesics: New Product Launches 2004-2005
Table 16 Forecast Sales of Analgesics by Subsector: Value 2005-2010
Table 17 Forecast Sales of Analgesics by Subsector: % Value Growth 2005-2010
TOPICAL ANALGESICS BY HERBAL/STANDARD SPLIT
Table 18 Herbal vs Standard Topical Analgesics 2000/2005
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN BULGARIA
SECTOR PERFORMANCE
2005 Headlines
New products contribute to the healthy performance of the sector
Medicated confectionery – the most dynamic subsector
Advice of pharmacists becomes a crucial factor for dynamic sales
A combination products brand becomes the most popular OTC medicine
Tendency to self-medication pushes sales
UPSA, Laboratoires hold a third of sector sales, Boehringer Ingelheim follows way behind
Forecast performance
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2000-2005
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2000-2005
Table 21 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Retail Value 2001-2005
Table 22 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Retail Value 2002-2005
Summary 4 Summary - Cough, Cold and Allergy (Hay Fever) Remedies: New Product Launches 2004-2005
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2005-2010
Table 24 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2005-2010
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES BY HERBAL/STANDARD SPLIT
Table 25 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2000/2005
DECONGESTANTS PERFORMANCE
Table 26 Sales of Decongestants by Type: Value 2000-2005
Table 27 Sales of Decongestants by Type: % Value Growth 2000-2005
CHILD-SPECIFIC COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES PERFORMANCE
Table 28 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2000-2005
Table 29 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2000-2005
DIGESTIVE REMEDIES IN BULGARIA
SECTOR PERFORMANCE
2005 Headlines
Potential growth remains despite maturity
Bisalax – holder of leading position among domestic products on digestive remedies market
Indigestion and heartburn remedies – the most popular subsector
Volume sales of less expensive domestic laxatives surpass those of high-quality diarrhoeal remedies
Child-specific digestive remedies exhibit the highest growth albeit from a negligible base
Actavis – the only local representative among top sector producers
Forecast performance
Table 30 Sales of Digestive Remedies by Subsector: Value 2000-2005
Table 31 Sales of Digestive Remedies by Subsector: % Value Growth 2000-2005
Table 32 Digestive Remedies Company Shares by Retail Value 2001-2005
Table 33 Digestive Remedies Brand Shares by Retail Value 2002-2005
Summary 5 Summary - Digestive Remedies: New Product Launches 2004-2005
Table 34 Forecast Sales of Digestive Remedies by Subsector: Value 2005-2010
Table 35 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2005-2010
DIGESTIVE REMEDIES BY HERBAL/STANDARD SPLIT
Table 36 Herbal vs Standard Digestive Remedies 2000/2005
OTHER INDIGESTION AND HEARTBURN REMEDIES PERFORMANCE
Table 37 Sales of Other Indigestion and Heartburn Remedies by Type: Value 2000-2005
Table 38 Sales of Other Indigestion and Heartburn Remedies by Type: % Value Growth 2000-2005
MEDICATED SKIN CARE IN BULGARIA
SECTOR PERFORMANCE
2005 Headlines
Sector sales boosted by a greater penetration of high-priced imported products
Nizoral drives medicated shampoos up
Acne treatments on the rise, Western brands consolidate their position perceived as more efficient
Low prices limit value sales of antipruritics and germicidals/antiseptics, while expensive brands stimulate antifungals
Janssen-Cilag and Sopharma in an aggressive race for the lead
Forecast performance
Table 39 Sales of Medicated Skin Care by Subsector: Value 2000-2005
Table 40 Sales of Medicated Skin Care by Subsector: % Value Growth 2000-2005
Table 41 Medicated Skin Care Company Shares by Retail Value 2001-2005
Table 42 Medicated Skin Care Brand Shares by Retail Value 2002-2005
Table 43 Forecast Sales of Medicated Skin Care by Subsector: Value 2005-2010
Table 44 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2005-2010
MEDICATED SKIN CARE BY HERBAL/STANDARD SPLIT
Table 45 Herbal vs Standard Medicated Skin Care 2000/2005
ACNE TREATMENTS BRAND SHARES
Table 46 Acne Treatments Brand Shares by Retail Value 2002-2005
HAIR LOSS TREATMENTS BRAND SHARES
VITAMINS AND DIETARY SUPPLEMENTS IN BULGARIA
SECTOR PERFORMANCE
2005 Headlines
Vitamins and dietary supplements enjoy the absence of regulation
Low consumer awareness limits sales of tonics and bottled nutritive drinks
Local companies share the top positions in vitamins and dietary supplements
Increasing health awareness boosts volume and value sales of vitamins and dietary supplements
Consumers refer back to vitamins
Forecast performance
Table 47 Sales of Vitamins and Dietary Supplements by Subsector: Value 2000-2005
Table 48 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2000-2005
Table 49 Vitamins and Dietary Supplements Company Shares by Retail Value 2001-2005
Table 50 Vitamins and Dietary Supplements Brand Shares by Retail Value 2002-2005
Table 51 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2005-2010
Table 52 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2005-2010
VITAMINS PERFORMANCE
2005 Headlines
Food status helps vitamins to grow in popularity
Folic acid still lacks sufficient awareness among consumers
Active advertising makes multivitamins much more popular than single vitamins
Expansion of multivitamins leads to greater competition
Vitamins subsector dominated by large domestic and international producers
Table 53 Sales of Vitamins by Type: Value 2000-2005
Table 54 Sales of Vitamins by Type: % Value Growth 2000-2005
Table 55 Vitamins Brand Shares by Retail Value 2002-2005
DIETARY SUPPLEMENTS PERFORMANCE
2005 Headlines
Absence of tight control promotes dynamic growth
Direct sales of dietary supplements remain unpopular
Table 56 Sales of Dietary Supplements by Type: Value 2000-2005
Table 57 Sales of Dietary Supplements by Type: % Value Growth 2000-2005
Table 58 Dietary Supplements Brand Shares by Retail Value 2002-2005
NRT SMOKING CESSATION AIDS IN BULGARIA
NUMBER OF SMOKERS
Table 59
SECTOR PERFORMANCE
2005 Headlines
Innovative local product proves to be more efficient than traditional aids
New legislation very effective
Smoking cessation aids lacks significant sales, but have great potential
Government actively applies new anti-smoking legislature
Forecast performance
Table 60 Sales of NRT Smoking Cessation Aids by Subsector: Value 2000-2005
Table 61 Sales of NRT Smoking Cessation Aids by Subsector: % Value Growth 2000-2005
Table 62 NRT Smoking Cessation Aids Company Shares by Retail Value 2001-2005
Table 63 NRT Smoking Cessation Aids Brand Shares by Retail Value 2002-2005
Summary 6 Summary - NRT Smoking Cessation Aids: New Product Launches 2004-2005
Table 64 Forecast Sales of NRT Smoking Cessation Aids by Subsector: Value 2005-2010
Table 65 Forecast Sales of NRT Smoking Cessation Aids by Subsector: % Value Growth 2005-2010
EYE CARE IN BULGARIA
SECTOR PERFORMANCE
2005 Headlines
OTC eye care sector: steady and underdeveloped
Allergy eye care products register negligible sales
Foreign producers dominate the sector
Forecast performance
Table 66 Sales of Eye Care by Subsector: Value 2000-2005
Table 67 Sales of Eye Care by Subsector: % Value Growth 2000-2005
Table 68 Eye Care Company Shares by Retail Value 2001-2005
Table 69 Eye Care Brand Shares by Retail Value 2002-2005
Summary 7 Summary - Eye Care: New Product Launches 2004-2005
Table 70 Forecast Sales of Eye Care by Subsector: Value 2005-2010
Table 71 Forecast Sales of Eye Care by Subsector: % Value Growth 2005-2010
EAR CARE IN BULGARIA
SECTOR PERFORMANCE
ADULT MOUTHCARE IN BULGARIA
SECTOR PERFORMANCE
CALMING AND SLEEPING PRODUCTS IN BULGARIA
SECTOR PERFORMANCE
WOUND TREATMENTS IN BULGARIA
SECTOR PERFORMANCE
2005 Headlines
Quality improvements and growing presence of imported brands boost wound treatments
The traditional leader Medika loses value shares to foreign competition
Foreign producers benefit from higher prices, achieved through successful product differentiation
Forecast performance
Table 72 Sales of Wound Treatments by Subsector: Value 2000-2005
Table 73 Sales of Wound Treatments by Subsector: % Value Growth 2000-2005
Table 74 Wound Treatments Company Shares by Retail Value 2001-2005
Table 75 Wound Treatments Brand Shares by Retail Value 2002-2005
Summary 8 Summary - Wound Treatments: New Product Launches 2004-2005
Table 76 Forecast Sales of Wound Treatments by Subsector: Value 2005-2010
Table 77 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2005-2010
EMERGENCY CONTRACEPTION IN BULGARIA
SECTOR PERFORMANCE