Beauty and Personal Care in Bulgaria

Beauty and Personal Care in Bulgaria

EXECUTIVE SUMMARY

Stable increase in household consumption in Bulgaria benefits beauty and personal care

Green light for “green” cosmetics

Concentration of beauty and personal care sales in large chained retailers

Products increasingly tailored to individual personality and dynamic lifestyle of urban consumers

Digitalisation trends have growing impact in beauty and personal care

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Premium Beauty and Personal Care in Bulgaria

HEADLINES

PROSPECTS

Premium dermacosmetics brands growth boosted by pharmacy chains popularity

Internet retailers increasingly influential in premium segment

Premium niche fragrances expand in male segment

COMPETITIVE LANDSCAPE

Boosting “ladies power” marketing campaigns

Leading company L’Oréal Bulgaria sees outstanding growth in the premium segment

CATEGORY DATA

Table 11 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 12 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 13 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 14 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 15 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 16 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Bulgaria

HEADLINES

PROSPECTS

Nature-inspired products to combat urban skin challenges

Organic skin care niche represents an opportunity for economy brand owners in skin care

Large pharmacy chains boost visibility and demand for premium skin care

COMPETITIVE LANDSCAPE

Oriflame Bulgaria sees outstanding performance in skin care

Positive outlook for derma brands in premium skin care

CATEGORY DATA

Table 17 Sales of Skin Care by Category: Value 2012-2017
Table 18 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 19 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 20 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 21 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 22 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 23 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 24 NBO Company Shares of Skin Care: % Value 2013-2017
Table 25 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 26 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 27 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 28 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 29 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 30 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 31 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 32 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Bulgaria

HEADLINES

PROSPECTS

Dynamic development of travel and tourism fosters sustainable growth in sun care

Premiumisation trends within sun care

Cross-category benefits drive innovation in the long term

COMPETITIVE LANDSCAPE

Outstanding performance for Avon Bulgaria in 2017

Piz Buin focuses extensively on innovation and customisation

CATEGORY DATA

Table 33 Sales of Sun Care by Category: Value 2012-2017
Table 34 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 35 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 36 NBO Company Shares of Sun Care: % Value 2013-2017
Table 37 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 38 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 39 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 40 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 41 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

Baby and Child-Specific Products in Bulgaria

HEADLINES

PROSPECTS

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

Certification becoming popular in mass baby and child-specific products

Dermacosmetics players see sustainable growth

COMPETITIVE LANDSCAPE

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

Unilever Bulgaria enters baby and child-specific care

Kaufland expands private label

CATEGORY DATA

Table 42 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 43 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 44 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 45 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 46 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 47 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 48 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 49 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 50 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 51 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 52 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Bulgaria

HEADLINES

PROSPECTS

Bath and shower convergence with skin care drives innovation trends

Strong urban focus on bath and shower

“Green wave” in mass bath and shower

COMPETITIVE LANDSCAPE

Private label’s strong performance in bath and shower

Unilever Bulgaria sustains positive growth at the top

CATEGORY DATA

Table 53 Sales of Bath and Shower by Category: Value 2012-2017
Table 54 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 55 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 56 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 57 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 58 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 59 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 60 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 61 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Bulgaria

HEADLINES

PROSPECTS

Retailers increase power to shape demand and guide consumers

Lip make-up amongst the best-performing categories in colour cosmetics

“Me” in my brand

COMPETITIVE LANDSCAPE

Dodis international is the most dynamic company in colour cosmetics

Direct sellers embracing digitalisation

Dm customises new launch trend IT UP

CATEGORY DATA

Table 62 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 63 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 64 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 65 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 66 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 67 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 68 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 69 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 70 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 71 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 72 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 73 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 74 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Bulgaria

HEADLINES

PROSPECTS

Deodorants’ growth driven by dynamic urban lifestyles

Fusion experience in deodorants driving innovation trends

Instant visual engagement is key success factor to boost sales

COMPETITIVE LANDSCAPE

Dove continues to drive overall strong performance in deodorants

Playboy’s outstanding performance

Increasing pressure on local producers

CATEGORY DATA

Table 75 Sales of Deodorants by Category: Value 2012-2017
Table 76 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 77 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 78 NBO Company Shares of Deodorants: % Value 2013-2017
Table 79 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 80 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 81 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 82 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 83 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Bulgaria

HEADLINES

PROSPECTS

Photoepilation methods are squeezing traditional alternatives

Women’s razors and blades shining stars in the new context

Women’s pre-shave growth opportunity

COMPETITIVE LANDSCAPE

Depilatories seen as an opportunity for private label

Gillette expected to expand in women’s razors and blades in the long term

CATEGORY DATA

Table 84 Sales of Depilatories by Category: Value 2012-2017
Table 85 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 86 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 87 NBO Company Shares of Depilatories: % Value 2013-2017
Table 88 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 89 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 90 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Bulgaria

HEADLINES

PROSPECTS

New growth zone for niche fragrances

Oriental, spicy scents continue to dominate the scent spectrum in men’s fragrances

Online retailers in fragrances continue struggle to gain consumer trust

COMPETITIVE LANDSCAPE

L’Oréal Bulgaria experiences the fastest growth in premium fragrances

Orbico Bulgaria takes over Everet Sofia’s brand portfolio in 2017

Direct sellers drive growth in mass fragrances

CATEGORY DATA

Table 91 Sales of Fragrances by Category: Value 2012-2017
Table 92 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 93 NBO Company Shares of Fragrances: % Value 2013-2017
Table 94 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 95 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 96 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 97 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 98 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Bulgaria

HEADLINES

PROSPECTS

Mass products challenge salon hair care by enabling professional care at home

Hair care convergence with skin care and sun care

Growth through partnerships and smart portfolio management essential for sustaining growth

COMPETITIVE LANDSCAPE

Aroma is the strongest local company in hair care

New launches inspired by nature’s “treasures”

CATEGORY DATA

Table 99 Sales of Hair Care by Category: Value 2012-2017
Table 100 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 101 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 102 NBO Company Shares of Hair Care: % Value 2013-2017
Table 103 NBO Company Shares of Salon Hair Care: % Value 2013-2017
Table 104 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 105 LBN Brand Shares of Colourants: % Value 2014-2017
Table 106 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 107 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 108 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 109 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 110 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 111 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Bulgaria

HEADLINES

PROSPECTS

Price wars in chained retailers

Natural cosmetics growth in mass beauty and personal care

Digital generation shaping trends in mass beauty and personal care

COMPETITIVE LANDSCAPE

Private label expands in baby and child-specific products

Multinational brand owners accelerate new launch activity

Direct sellers leveraging digital platform

CATEGORY DATA

Table 112 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 113 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 114 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 115 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 116 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 117 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Oral Care in Bulgaria

HEADLINES

PROSPECTS

Whitening products and organic, natural trends to the fore

Electric toothbrush growth in children’s segment

Oral care to see sustainable growth

COMPETITIVE LANDSCAPE

Splat-Kosmetika’s innovative approach

Local leader Aroma increasingly focuses on natural ingredients in toothpaste

CATEGORY DATA

Table 118 Sales of Oral Care by Category: Value 2012-2017
Table 119 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 120 Sales of Toothbrushes by Category: Value 2012-2017
Table 121 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 122 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 123 NBO Company Shares of Oral Care: % Value 2013-2017
Table 124 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 125 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 126 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 127 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 128 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 129 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 130 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Men's Grooming in Bulgaria

HEADLINES

PROSPECTS

Growing sports culture boosting men’s toiletries

Room for niche in men’s grooming

Men’s skin care has emerging potential

COMPETITIVE LANDSCAPE

Old Spice a success story in Bulgaria

Oriflame expanding mass men’s skin care

CATEGORY DATA

Table 131 Sales of Men’s Grooming by Category: Value 2012-2017
Table 132 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 133 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 134 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 135 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 136 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 137 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 138 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 139 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

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