In 2021, retail value sales of baby and child-specific products demonstrated solid growth. This came after a year during which sales growth slowed to almost zero.
Following the steep decline of 2020, baby and child-specific sun care bounced back to positive growth to achieve the highest growth rate in 2021 among baby and child-specific products. As pandemic-related restrictions were gradually eased throughout 2021, domestic and international travel resumed, boosting demand for baby and child-specific sun care as a result.
The pandemic has accelerated the growth of e-commerce sales of baby and child specific products in Bulgaria. In part, this is in line with underlying trends, as the channel has evolved at speed over the review period as the government invests in digital infrastructure.
Baby and child-specific products are forecast solid growth over the forecast period, despite Bulgaria’s underlying negative demographic trends and low birth rates. The main driver of growth will be rising awareness among consumers of baby products and the importance of personal care routines, and in particular rising parental concerns about health that are frequently tied into their own worries.
The acceleration in e-commerce as a result of COVID-19 is anticipated to continue over the forecast period. There are a variety of reasons for this.
Social media is set to become an increasingly important pillar in the marketing strategy of brand owners in baby and child-specific products over the forecast period, supported by broader digital trends, but also because of the country’s strong social security network. Paid maternity leave in Bulgaria is one of the longest in the EU, and can be extended to up to 24 months.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby Care industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baby Care
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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