Beauty and personal care registered strong growth in 2018 that was fostered by intensifying beauty trends, growing purchasing power among urban consumers and increasing product variety. Bulgarian consumers were becoming more sophisticated and demanded new launches that were attractive in terms of value for money.
Pharma beauty and personal care is consistently growing in Bulgaria. However, it is still perceived as emerging and underdeveloped.
The large international players strengthened their positions in beauty and personal care in 2018. The best-performing companies in the year were the leader L’Oréal Bulgaria, Beiersdorf Bulgaria, Henkel Bulgaria, and Sarantis Bulgaria.
To capitalise on the sustainable rise in spending in urban centres, large chained modern grocery retailers and drugstores/parapharmacies have significantly expanded their outlet networks in Bulgarian’s major cities. The rising incomes and high employment rate in urban centres ensured rising consumption levels in such cities.
With rising incomes and awareness about health and longevity increasing, consumers are becoming more interested in alternative and niche products in beauty and personal care that promise superior quality and enhanced efficacy. As a result, niche and artisan products are gaining in significance as alternatives to mass cosmetics and premium brands.
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Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Bulgaria with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Beauty and Personal Care market research database.