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Baby and Child-specific Products in
Bulgaria

Country Report

US$990
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Executive Summary

Jun 2019
PROSPECTS
Parents look for quality guarantee and free from formulas in products

The dynamic expansion of health and beauty specialist retailers in urban areas has contributed to increased variety in pharma products among mass and premium brands. Medicated, specialised cosmetic offerings are becoming more accessible through private label and the entry of mass brand owners.

Cartoon characters are increasingly effective for engaging with children

In line with global trends, children in Bulgaria have increasing influence over their parents in regard to buying decisions. Children’s TV channels, the film industry and digital media have a growing impact on children and shape their preferences and tastes.

Record low birth rates limit volume growth

In 2017, Bulgaria registered a record low birth rate. In 2018, the rate fell even more dramatically, especially in the major cities Sofia and Plovdiv.

COMPETITIVE LANDSCAPE
The leader Lavena AD strengthens its positions in 2018

Despite declining birth rates, the leader in baby and child-specific products Lavena AD registered positive growth in 2018. Lavena legacy brand Bochko is often used by adult consumers as it is perceived as natural and clean in terms of ingredients.

Private label increases its presence in the category

In 2018, retailers expanded their private label offerings in baby and child-specific products. The focus was on natural products positioned as having free from and hypoallergenic formulas.

Pharma brands benefit from heavy promotional activity in 2018

Loyalty programmes from chained pharmacies such as Sopharmacy as well as the drugstore Lily Drogerie have fostered the greater visibility and popularity of premium pharma brands, eg La Roche-Posay, Weleda and Mustela. Consumers have been attracted by the discounts and opportunity to redeem or gain loyalty points.

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Baby and Child-Specific Products in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baby and Child-specific Products industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby and Child-specific Products in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baby and Child-specific Products in Bulgaria?
  • What are the major brands in Bulgaria?
  • What are the movements in unit prices across categories?
  • What is the penetration of premium baby care products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Baby and Child-Specific Products in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Parents look for quality guarantee and free from formulas in products
Cartoon characters are increasingly effective for engaging with children
Record low birth rates limit volume growth

COMPETITIVE LANDSCAPE

The leader Lavena AD strengthens its positions in 2018
Private label increases its presence in the category
Pharma brands benefit from heavy promotional activity in 2018

CATEGORY DATA

Table 1 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 2 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 3 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 5 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 6 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 7 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 8 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 9 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 10 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Growing consumer spending in beauty and personal care fostered by innovation and new launches
Pharma cosmetics grow in popularity
International players achieve great results in 2018
Retailers expanding private label presence in beauty and personal care
Alternative niche brands gaining in significance thanks to internet retailing

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 19 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 20 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources