Beauty and Personal Care in Bulgaria
Beauty and personal care in 2021: The big picture
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
Summary 1 Research Sources
Baby and Child-Specific Products in Bulgaria
Reopening of economy and rising consumer confidence supports value sales growth of baby and child-specific products
Demand for baby and child-specific sun care recovers as travel restrictions are lifted
E-commerce helps increase sales of baby and child-specific products
Rising health awareness spikes demand for natural/organic products
E-commerce opportunities lie in channel’s immaturity and shifting consumer habits
New digital native mothers and Bulgaria’s social services will widen window for digital interaction
Table 11 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Bulgaria
Bar soap maintains positive growth as liquid soap and sanitisers decline due to gradual normalisation of demand
Ecological claims increasingly important in bath and shower
Demand for non-essential bath and shower products recovers as initial pandemic-induced anxiety fades
Increasing polarisation in bath and shower
E-commerce accelerates, bringing niche products into mainstream
Bath and shower sees rising demand for green, sustainable innovation
Table 22 Sales of Bath and Shower by Category: Value 2016-2021
Table 23 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 25 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 26 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 28 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Bulgaria
Colour cosmetics bounces back as social conditions return to normal
COVID-19 lockdowns and mask wearing change make-up habits
Digital acceleration driven by virus continues, opening new sales windows
Colour cosmetics to outperform review period growth
Digital natives reshaping consumer relationships to brands
Sustainability set to become premium marker, value driver
Table 31 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 35 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 36 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 37 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 38 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Deodorants in Bulgaria
Reopening of economy and consumer going back to work benefits sales of deodorants
Convenience trend influences consumer deodorant preferences
Shift online is permanent
Steady growth as social conditions return to normal
Deodorant creams and deodorant roll-ons are gaining in popularity
Scope for greener deodorants with natural functionality
Table 42 Sales of Deodorants by Category: Value 2016-2021
Table 43 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 45 NBO Company Shares of Deodorants: % Value 2017-2021
Table 46 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 48 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
Depilatories in Bulgaria
Return to growth as consumers emerge from lockdown
Women’s razors and blades sales negatively affected by men’s razors and blades
Natural trends, segmentation drive innovation
Moderately stronger growth for depilatories over the forecast period as more brands enter the product area
Potential for innovation within depilatories
Economy positions set to thrive
Table 51 Sales of Depilatories by Category: Value 2016-2021
Table 52 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 54 NBO Company Shares of Depilatories: % Value 2017-2021
Table 55 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 56 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
Fragrances in Bulgaria
Relaxation of pandemic-related restrictions supports return to growth
Clean beauty trend strengthens in fragrances
E-commerce continues its upward trajectory
Slow recovery for fragrances
Mass set to see faster recovery, but top end of premium still offers opportunity
Overhauled retail structures support growth
Table 58 Sales of Fragrances by Category: Value 2016-2021
Table 59 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 60 NBO Company Shares of Fragrances: % Value 2017-2021
Table 61 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 64 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Bulgaria
Gradual reopening of the economy drives return to growth
Ongoing consumer interest in innovation
Perms and relaxants sales continue to decline as consumer demand shrinks due to changing consumer preferences
Reopened economy and innovation will drive quick return to growth
E-commerce accelerates in Bulgaria, creating opportunity for hair care
New social media habits post-pandemic offer opportunity for brand operators
Table 66 Sales of Hair Care by Category: Value 2016-2021
Table 67 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 69 NBO Company Shares of Hair Care: % Value 2017-2021
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 71 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 72 LBN Brand Shares of Colourants: % Value 2018-2021
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 74 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 76 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Bulgaria
Return to the workplace and relaxation of restrictions on social activities drives return to growth
New grooming trends benefit men’s skin care
Pandemic beard growing, regime relaxation limit men’s shaving
Men’s grooming set to outperform review period due to growing interest in men’s skin care and premium men’s shaving products
Beard trend is here to stay and retro-themed grooming products are gaining in popularity
E-commerce emerges as key driver
Table 79 Sales of Men’s Grooming by Category: Value 2016-2021
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 83 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
Oral Care in Bulgaria
Oral care less affected by crisis, with health-aligned products prospering
Rising interest in oral hygiene boosts demand for electric toothbrushes
E-commerce remains on an upward trajectory
Bio innovation and natural function can sustain value strength
Stronger clinical positioning and consumer targeting offer opportunity
Oral care set to see polarisation over the forecast period
Table 88 Sales of Oral Care by Category: Value 2016-2021
Table 89 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 90 Sales of Toothbrushes by Category: Value 2016-2021
Table 91 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 93 NBO Company Shares of Oral Care: % Value 2017-2021
Table 94 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 96 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 97 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 99 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Bulgaria
Indispensable skin care demonstrates steady growth, with premium ranges seeing growing demand
Clean beauty trends in skin care
Lifestyle changes lift demand for some skin care products
Skin health, natural function still key areas for opportunity in Bulgaria
Skin care shopping habits well suited to e-commerce development
Social media and beauty and personal care influencers key to skin care brands over the forecast period
Table 101 Sales of Skin Care by Category: Value 2016-2021
Table 102 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 103 NBO Company Shares of Skin Care: % Value 2017-2021
Table 104 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 105 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 106 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 107 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 108 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 110 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Bulgaria
Recovery as restrictions on travel and tourism are eased
Self-tanning suffers from beauty, rather than health, alignment
Premiumisation trends resumes
Recovery ahead as Bulgaria reopens, but sun care set for polarisation
Segmentation offers opportunity
Stronger clinical positioning can benefit from sharpening health awareness
Table 112 Sales of Sun Care by Category: Value 2016-2021
Table 113 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 114 NBO Company Shares of Sun Care: % Value 2017-2021
Table 115 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 117 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Bulgaria
Easing of pandemic-related restrictions and people partaking in social activities again benefits sales of premium colour cosmetics and fragrances
E-commerce and improved brand availability contribute to the expansion of premium beauty and personal care
Demand for personal hygiene products remained high in 2021
Premium beauty and personal care set to see accelerated growth over the forecast period as consumer disposable incomes rise
Premium brands need new ways to find differentiation
Less is more for greener, classier premium beauty and personal care
Table 119 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 120 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 121 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 122 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 124 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Mass Beauty and Personal Care in Bulgaria
As social conditions return to normal, demand for mass beauty and personal care products recovers in 2021
Mass women’s fragrances perform best amidst renewed consumer demand
Natural innovation in line with evolving consumer concerns during crisis
Mass beauty and personal care set to see accelerated growth following the slowdown during the COVID-19 pandemic
Growth of e-commerce to boost sales of mass beauty and personal care brands
Health, beauty and sustainability trends increasingly marching in step for mass beauty and personal care
Table 125 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 126 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 127 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 128 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 130 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026