Baby and Child-Specific Products in Bulgaria

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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