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Beauty and Personal Care in
Bulgaria

Country Report

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Executive Summary

Jun 2019
Growing consumer spending in beauty and personal care fostered by innovation and new launches

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 cosmetics grow in popularity

Pharma beauty and personal care is consistently growing in Bulgaria. However, it is still perceived as emerging and underdeveloped.

International players achieve great results in 2018

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.

Retailers expanding private label presence in beauty and personal care

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.

Alternative niche brands gaining in significance thanks to internet retailing

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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Beauty and Personal Care in Bulgaria

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Overview

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.

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 Beauty and Personal Care industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Bulgaria for free (where applicable):

The Beauty and Personal Care 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 Beauty and Personal Care in Bulgaria?
  • What are the major brands in Bulgaria?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

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.

Beauty and Personal Care in Bulgaria

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 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Depilatories in Bulgaria

HEADLINES

PROSPECTS

Home-based photoepilation limits demand for hair removers/bleaches
Women’s pre-shave is viewed as having high potential
The need to save time drives demand in the category

COMPETITIVE LANDSCAPE

Bilka Lifestyle expands into depilatories in 2018
Beiersdorf Bulgaria enters woman’s razors and blades
Brand owners focus on customised products for men

CATEGORY DATA

Table 11 Sales of Depilatories by Category: Value 2013-2018
Table 12 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 13 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 14 NBO Company Shares of Depilatories: % Value 2014-2018
Table 15 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 16 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 17 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Bulgaria

HEADLINES

PROSPECTS

Celebrity mass fragrances benefit from the dynamic growth in drugstores
Heavy promotional activity stimulates growing interest in premium fragrances
Unisex fragrances have high potential in the forecast period

COMPETITIVE LANDSCAPE

Puig SL records continual growth in premium fragrances
Celebrity brands benefit from their teenage and generation Z following
Teenagers and tweens emerge as a strong consumer group for fragrances

CATEGORY DATA

Table 18 Sales of Fragrances by Category: Value 2013-2018
Table 19 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 20 NBO Company Shares of Fragrances: % Value 2014-2018
Table 21 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 22 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 23 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 24 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 25 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Bulgaria

HEADLINES

PROSPECTS

“Hair food” is popular in standard shampoos and conditioners and treatments
New Age products such as hair make-up and dry shampoos are increasingly popular amongst teenagers
Value for money will continue to drive demand in the forecast period

COMPETITIVE LANDSCAPE

L’Oréal Bulgaria EOOD records an outstanding performance
Procter & Gamble extensively focus on marketing and advertising
Henkel Bulgaria’s new launch in hair care fosters sales growth in 2018

CATEGORY DATA

Table 26 Sales of Hair Care by Category: Value 2013-2018
Table 27 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 28 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 29 NBO Company Shares of Hair Care: % Value 2014-2018
Table 30 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 31 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 32 LBN Brand Shares of Colourants: % Value 2015-2018
Table 33 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 34 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 35 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 36 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 37 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 38 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Bulgaria

HEADLINES

PROSPECTS

Antipollution facial care outstanding growth driven by urban consumers
Teenagers’ “quest” for beauty helps the strong performance of mass colour cosmetics
Mass beauty and personal care is increasingly attractive for pharma brands

COMPETITIVE LANDSCAPE

The local leader Aroma AD is strong in launching new products
L’Oréal Bulgaria strengthens its leading positions
Private label expands dynamically in drugstores and modern grocery retailers

CATEGORY DATA

Table 39 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 40 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 41 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 42 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 43 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 44 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Bulgaria

HEADLINES

PROSPECTS

Beauty trends intensify among urban consumers and drive demand in men’s grooming
The popularity of men’s grooming salons in urban areas rises
Men’s anti-agers are increasingly popular among mature men

COMPETITIVE LANDSCAPE

Multinationals leverage large marketing budgets to sustain interest in their brands
Oriflame Bulgaria expands in men’s skin care in 2018
Private label players focus on men’s grooming

CATEGORY DATA

Table 45 Sales of Men’s Grooming by Category: Value 2013-2018
Table 46 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 47 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 48 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 49 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 50 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 51 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 52 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 53 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Bulgaria

HEADLINES

PROSPECTS

Notable premiumisation trends driven by preference for natural products with health benefits
Charcoal-based new launches boost innovation in tooth whiteners
Modern consumer lifestyles in Bulgaria will sustain strong demand for oral care in the long term

COMPETITIVE LANDSCAPE

Aroma AD has a stronger focus on oral care
International players perform excellently in 2018
Private label’s slow development in oral care is due to high competition from local branded players

CATEGORY DATA

Table 54 Sales of Oral Care by Category: Value 2013-2018
Table 55 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 56 Sales of Toothbrushes by Category: Value 2013-2018
Table 57 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 58 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 59 NBO Company Shares of Oral Care: % Value 2014-2018
Table 60 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 61 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 62 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 63 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 64 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 65 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 66 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Bulgaria

HEADLINES

PROSPECTS

Premium antipollution skin care gains in popularity
Strong advertising and promotional activity is seen from premium and prestige brands
Female consumers under the spotlight

COMPETITIVE LANDSCAPE

L’Oréal Bulgaria achieves outstanding growth
Luxury retailers benefit from increased consumer flow in large city centres
Internet retailing drives sales growth

CATEGORY DATA

Table 67 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 68 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 69 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 70 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 71 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 72 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Bulgaria

HEADLINES

PROSPECTS

Facial care’s strong performance is driven by antipollution cosmetics
The “ageless consumer” shapes positioning trends in skin care
Retailers to strengthen their focus on expanding the premium segment

COMPETITIVE LANDSCAPE

Oriflame Bulgaria makes innovative launches in skin care
Internet retailing fosters growth of niche and exotic products such as Korean masks
Pharma brands are expected to grow in popularity

CATEGORY DATA

Table 73 Sales of Skin Care by Category: Value 2013-2018
Table 74 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 75 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 76 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 77 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 78 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 79 NBO Company Shares of Skin Care: % Value 2014-2018
Table 80 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 81 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 82 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 83 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 84 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 85 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 86 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 87 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Bulgaria

HEADLINES

PROSPECTS

Notable premiumisation trends in sun care continue
Healthy growth in travel and tourism in Bulgaria will foster demand for sun care in all four seasons
Baby and child-specific sun care boosted by higher health- and prevention-awareness among parents in Bulgaria

COMPETITIVE LANDSCAPE

Premium pharma brands achieve accelerated growth
Avon Bulgaria performs excellently in self-tanning

CATEGORY DATA

Table 88 Sales of Sun Care by Category: Value 2013-2018
Table 89 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 90 NBO Company Shares of Sun Care: % Value 2014-2018
Table 91 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 92 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 93 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 94 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Baby and Child-Specific Products in Bulgaria

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 95 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 96 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 97 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 98 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 99 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 100 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 101 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 102 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 103 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 104 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 105 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Bulgaria

HEADLINES

PROSPECTS

Category driven by innovation and indulgence
Value for money is very important to consumers
Liquid formats drive overall growth in bath and shower

COMPETITIVE LANDSCAPE

International brand owners manage to sustain their leading role despite growing competition from economy brands
Sarantis Bulgaria achieves dynamic growth in body wash/shower gel
Aroma AD continues to grow

CATEGORY DATA

Table 106 Sales of Bath and Shower by Category: Value 2013-2018
Table 107 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 108 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 109 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 110 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 111 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 112 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 113 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 114 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Bulgaria

HEADLINES

PROSPECTS

Colour cosmetics achieves outstanding growth driven by increased product variety
Intensifying beauty trends are evident among teenage consumers
Mass products with a “professional” positioning are gaining in popularity

COMPETITIVE LANDSCAPE

L’Oréal Bulgaria’s new series NYX Professional boosts the company in colour cosmetics
Oriflame Bulgaria focuses on innovation in colour cosmetics
dm Bulgaria expands in colour cosmetics

CATEGORY DATA

Table 115 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 116 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 117 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 118 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 119 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 120 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 121 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 122 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 123 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 124 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 125 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Bulgaria

HEADLINES

PROSPECTS

Increasing product variety drives consumption of deodorants
Health and wellness trends impact deodorants
Heavy promotional activity from large multinationals helps sustain stable growth

COMPETITIVE LANDSCAPE

Multinationals focus on innovation
Sarantis Bulgaria launches a new unisex deodorant
Niche brand owners’ growing popularity is driven by the health wave

CATEGORY DATA

Table 126 Sales of Deodorants by Category: Value 2013-2018
Table 127 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 128 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 129 NBO Company Shares of Deodorants: % Value 2014-2018
Table 130 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 131 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 132 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 133 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 134 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023