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: 109 | Publication date: May 2009
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 mouth care; 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; OTC triptans; Vitamins and dietary supplements; Wound treatments
Executive summary
OTC healthcare grows as expected in 2008
2008 was a successful year for OTC healthcare in Bulgaria, with increasing growth despite the relatively high base of actual value sales. Progress was fuelled by diversification with new products with improved effects and rising disposable incomes. The latter allowed consumers to try new, more sophisticated products, in turn fuelling demand and the introduction of such offerings. Growth in 2008 was a direct result of the good performance of traditionally strong product types such as cough, cold and allergy remedies. To a large extent this compensated for the relatively poor performance demonstrated by other products, such as digestive remedies and ear care.
Educational advertising one of the most important factors contributing to growth
The review period demonstrated the increased importance of marketing with regard to the development of OTC healthcare in Bulgaria. Popularisation through advertising drove the growth of most OTC healthcare products, as new offerings were introduced and quickly became popular due to marketing campaigns. Also, the most successful campaigns were those that educated consumers regarding the benefits of OTC products, such as emergency contraception, and recommending one particular product.
Intensified competition reduces shares held by local players
The competitive landscape is characterised by a highly fragmented environment, where only two companies held value shares of over 10% in 2008 – Actavis EAD and local player Sopharma AD. In 2005 the former managed to dethrone the domestic manufacturer, since when it has held the lead. The lack of consistency in marketing campaigns and new product launches was crucial in the declining popularity of Sopharma AD, as it relies heavily on the traditional popularity of its brands. This is also valid for most other local players. Unless they invest more in marketing, their shares will continue to decline. This is likely to continue as the financial resources of local companies is limited in comparison with their multinational competitors.
Chemists/pharmacies remains key distribution channel
Distribution practices and habits changed little over the review period. Chemists/pharmacies remained the key outlets for the distribution of OTC healthcare in Bulgaria. Despite the legal issues related to the operation of chemists/pharmacies, they were positively influenced by overall retail trends, and became more focused on quality customer care, introducing personnel able to assist and advise on the variety of OTC healthcare products as well as Rx medication. Drugstores are not popular in Bulgaria, and direct selling is declining in popularity, as the products these outlets offer are increasingly perceived as being of lower quality, and without qualified advice being available at the time of purchase.
Maturity increases
The OTC healthcare market is expected to perform well over the forecast period, but at a slower rate compared with the review period, since most OTC healthcare products are approaching maturity and volume sales growth is expected to slow down. Value sales will, however, be driven up by increasing product variation and sophistication. Another reason for a possible slowdown could be the global financial crisis, although Bulgarian trade so far remains largely unaffected by it, therefore this slowdown would not be significant, if it happened at all.
Table of contents
OTC HEALTHCARE IN BULGARIA : MARKET INSIGHT
EXECUTIVE SUMMARY
OTC healthcare grows as expected in 2008
Educational advertising one of the most important factors contributing to growth
Intensified competition reduces shares held by local players
Chemists/pharmacies remains key distribution channel
Maturity increases
KEY TRENDS AND DEVELOPMENTS
Chemists/pharmacies still the main channel for OTC healthcare sales
Legislative changes necessary but government in no hurry to introduce them
Strong marketing and advertising push OTC sales, educate consumers
Rising disposable incomes boost sales, but some slowdown could be expected
Chemists/pharmacies try to offer better quality services, qualified consultants
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2003-2008
Table 2 Life Expectancy at Birth 2003-2008
MARKET DATA
Table 3 Sales of OTC Healthcare by Sector: Value 2003-2008
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008
Table 5 OTC Healthcare Company Shares by Value 2004-2008
Table 6 OTC Healthcare Brand Shares by Value 2005-2008
Table 7 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008
Table 8 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013
Table 10 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013
APPENDIX
OTC Registration and Classification
Vitamins & Dietary Supplements Registration and Classification
EU Legislation
Marketing authorisations
Distribution
Pricing
Switch Climate
Centralised procedure
Regulation of vitamins and dietary supplements
Regulation of herbal products
Self-medication and Preventative Medicine
Generics
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BULGARIA
EUROSTOK BULGARIA EOOD - OTC HEALTHCARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Eurostok Bulgaria EOOD: Key Facts
Summary 3 Eurostok Bulgaria EOOD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Eurostok Bulgaria EOOD: Competitive Position 2008
SOPHARMA AD - OTC HEALTHCARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Sopharma AD: Key Facts
Summary 6 Sopharma AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Sopharma AD: Competitive Position 2008
TERRACHIM – NIKOLAY KOSTOV ET - OTC HEALTHCARE - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Terrachim – Nikolay Kostov ET: Key Facts
Summary 9 Terrachim – Nikolay Kostov ET: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ANALGESICS IN BULGARIA
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Analgesics by Subsector: Value 2003-2008
Table 12 Sales of Analgesics by Subsector: % Value Growth 2003-2008
Table 13 Herbal vs Standard Topical Analgesics 2003-2008
Table 14 Topical Analgesics by Format: % Value Breakdown 2004-2008
Table 15 Analgesics Company Shares by Value 2004-2008
Table 16 Analgesics Brand Shares by Value 2005-2008
Table 17 Forecast Sales of Analgesics by Subsector: Value 2008-2013
Table 18 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN BULGARIA
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008
Table 21 Sales of Decongestants by Type: Value 2003-2008
Table 22 Sales of Decongestants by Type: % Value Growth 2003-2008
Table 23 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008
Table 24 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008
Table 25 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 27 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES IN BULGARIA
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 31 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 32 Herbal vs Standard Digestive Remedies 2003-2008
Table 33 Digestive Remedies Company Shares by Value 2004-2008
Table 34 Digestive Remedies Brand Shares by Value 2005-2008
Table 35 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 36 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE IN BULGARIA
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 38 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 39 Herbal vs Standard Medicated Skin Care 2003-2008
Table 40 Acne Treatments by Format: % Value Breakdown 2004-2008
Table 41 Medicated Skin Care Company Shares by Value 2004-2008
Table 42 Medicated Skin Care Brand Shares by Value 2005-2008
Table 43 Acne Treatments Brand Shares by Value 2005-2008
Table 44 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 45 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 47 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 48 Dietary Supplements by Positioning 2006-2008
Table 49 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 50 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 51 Vitamins Brand Shares by Value 2005-2008
Table 52 Dietary Supplements Brand Shares by Value 2005-2008
Table 53 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 54 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
Summary 10 Dietary Supplements: Brand Ranking by Positioning 2008
NRT SMOKING CESSATION AIDS IN BULGARIA
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 55 Number of Smokers by Gender 2003-2008
Table 56 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008
Table 57 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008
Table 58 NRT Gum Flavours: % Value Breakdown 2006-2008
Table 59 Smoking Cessation Aids Company Shares by Value 2004-2008
Table 60 Smoking Cessation Aids Brand Shares by Value 2005-2008
Table 61 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013
Table 62 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013
EYE CARE IN BULGARIA
HEADLINES
SECTOR DATA
Table 63 Sales of Eye Care by Subsector: Value 2003-2008
Table 64 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 65 Standard Eye Care by Type: % Value Breakdown 2007-2008
Table 66 Eye Care Company Shares by Value 2004-2008
Table 67 Eye Care Brand Shares by Value 2005-2008
Table 68 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 69 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
EAR CARE IN BULGARIA
HEADLINES
SECTOR DATA
Table 70 Sales of Ear Care: Value 2003-2008
Table 71 Sales of Ear Care: % Value Growth 2003-2008
Table 72 Ear Care Company Shares by Value 2004-2008
Table 73 Ear Care Brand Shares by Value 2005-2008
Table 74 Forecast Sales of Ear Care: Value 2008-2013
Table 75 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE IN BULGARIA
HEADLINES
SECTOR DATA
Table 76 Sales of Adult Mouth Care: Value 2003-2008
Table 77 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 78 Adult Mouth Care Company Shares by Value 2004-2008
Table 79 Adult Mouth Care Brand Shares by Value 2005-2008
Table 80 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 81 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS IN BULGARIA
HEADLINES
SECTOR DATA
Table 82 Sales of Calming and Sleeping Products: Value 2003-2008
Table 83 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 84 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 85 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 86 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 87 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
WOUND TREATMENTS IN BULGARIA
HEADLINES
SECTOR DATA
Table 88 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 89 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 90 Wound Treatments Company Shares by Value 2004-2008
Table 91 Wound Treatments Brand Shares by Value 2005-2008
Table 92 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 93 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
EMERGENCY CONTRACEPTION IN BULGARIA
HEADLINES
SECTOR DATA
Table 94 Sales of Emergency Contraception: Value 2003-2008
Table 95 Sales of Emergency Contraception: % Value Growth 2003-2008
Table 96 Emergency Contraception Company Shares by Value 2004-2008
Table 97 Emergency Contraception Brand Shares by Value 2005-2008
Table 98 Forecast Sales of Emergency Contraception: Value 2008-2013
Table 99 Forecast Sales of Emergency Contraception: % Value Growth 2008-2013