Baby and Child-Specific Products in Bulgaria

PROSPECTS

Demand for clean and natural baby and child-specific products drives unit price increases

Baby and child-specific products demonstrated strong volume growth in 2017. The Bulgarian capital Sofia and the second largest city Plovdiv remain amongst the top 10 EU cities with the most polluted air.

Certification becoming popular in mass baby and child-specific products

Urban consumers are placing increased priority on cosmetic ingredients and product efficacy. With more and more brands entering the dynamic baby and child-specific arena, quality and origin assurance has become a major advantage and differentiator.

Dermacosmetics players see sustainable growth

Despite the demographic crisis in Bulgaria, postponed motherhood, the growing number of single-person households and families without or with one child, the category should sustain growth in the long term, stimulated by a preference for higher value-added cosmetics including premium brands perceived as more reliable and offering better quality formulas. With rising concerns about the damaging effects of chemical ingredients in cosmetics and consumers demanding quality guarantees and clean products, readiness to pay more for quality and proven efficacy and origin of ingredients for their harmless effects should compensate for fewer purchases.

COMPETITIVE LANDSCAPE

A&D Pharma Marketing & Sales with the most dynamic growth

A&D Pharma Marketing & Sales saw the fastest value growth amongst the top five players in the review period thanks to the outstanding performance of the Mustela brand in hair care. Increased popularity of derma and natural cosmetics and dynamic development of health and beauty specialist retailers boosted Mustela’s sales in 2017.

Unilever Bulgaria enters baby and child-specific care

In 2017, Unilever entered baby and child-specific care with the new Baby Dove, one of the most notable launches of the year. Baby Dove won a special award from the Bulgarian Marketing and Advertising Association shortly after its launch.

Kaufland expands private label

Kaufland is the number one modern grocery retailer in Bulgaria in terms of revenue and is consistently growing and expanding. The concentration of consumer flow in Kaufland outlets as well as the positive development of its private label lines encouraged the retailer to enter one of the most dynamic beauty and personal care categories over the review period – baby and child-specific products.

Files are delivered directly into your account within a few minutes of purchase.