Beauty and Personal Care in Bulgaria

Beauty and Personal Care in Bulgaria

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Pandemic re-shapes consumer beauty and personal care habits

Price pressure rises as the effects of COVID-19 linger

Natural innovation in line with evolving consumer concerns during crisis

RECOVERY AND OPPORTUNITIES

E-commerce set to benefit from pandemic

Chained operators set to drive evolution, widen consumer choice

Health, beauty and sustainability trends increasingly marching in step for mass beauty and personal care

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Premium sales hit hardest as incomes drop and need for products shrinks

Crisis accelerates underlying e-commerce trends

Lockdown and health worries spur demand for select group of products

RECOVERY AND OPPORTUNITIES

Upper end of premium beauty and personal care set to see most dynamism

Premium brands need new ways to find differentiation

Less is more for greener, classier premium beauty and personal care

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Pandemic proves a mixed blessing for baby and child specific products

E-commerce accelerates thanks to retail restrictions and supply issues

Lockdown accelerates digital trends, top producers look to capitalise

RECOVERY AND OPPORTUNITIES

E-commerce opportunities lie in channel’s immaturity and shifting consumer habits

Virus spikes parental health worries and demand for natural, bio products

New digital native mothers and Bulgaria’s social services will widen window for digital interaction

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Hand sanitisers underpin boom in bath and shower

Sanitary-aligned products strengthen, but supply issues limit value growth elsewhere

Bath and shower sales via modern grocery benefit from virus

RECOVERY AND OPPORTUNITIES

Economic fallout will polarise bath and shower

E-commerce accelerates, bringing niche products into main stream

Bath and shower sees rising demand for green, sustainable innovation

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Pandemic upheaval reduces consumer need for colour cosmetics

Consumers seeking to recreate professional touch at home offsets decline

Beauty needs evolve in response to virus controls

RECOVERY AND OPPORTUNITIES

Digital acceleration driven by virus will continue, opening new sales windows

Digital natives reshaping consumer relationships to brands

Sustainability set to become premium marker, value driver

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

More time spent at home means less need for deodorants

Sharpening health concerns shake up consumer deodorant preferences

Prices hit by lower incomes and changed retail habits

RECOVERY AND OPPORTUNITIES

Reopening of economy is key as consumers go back to work, but price sensitivity is set to linger

Scope for greener deodorants with natural functionality

Shift online will be permanent

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Travel, socialisation restrictions hit depilatories hard

Non-essential status of parts of the category see sharpest fall

Natural trends, segmentation drive innovation

RECOVERY AND OPPORTUNITIES

Return to growth as consumers emerge from lockdown

Potential for innovation within depilatories

Economy positions set to thrive

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Fragrances suffer as consumer need for them collapses

Mass sales benefit from pricing and flexibility of direct sellers

Pandemic forces the pace of fragrance digitalisation

RECOVERY AND OPPORTUNITIES

Relaxation of pandemic measures and overhauled retail structures support return to growth

Mass set to see faster recovery, but top end of premium still offers opportunity

Green trends set to strengthen over the forecast period

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Hair care sees fall as direct result of lockdown

Ongoing consumer interest in innovation

Self-care trends, driven by salon restrictions and producer marketing, help offset broader decline

RECOVERY AND OPPORTUNITIES

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

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Men’s grooming hit by lockdown, economic slowdown

New grooming trends protect select categories

Barber/salon closures offer degree of protection to retail sales thanks to self-care trends

RECOVERY AND OPPORTUNITIES

E-commerce emerges as key driver

Lingering economic effect of pandemic drives polarisation trends

Pandemic beard growing, regime relaxation will limit men’s shaving

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Oral care less affected by crisis, with health-aligned products prospering

Business as usual sees plentiful product launches

E-commerce sales accelerate as pandemic lingers

RECOVERY AND OPPORTUNITIES

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

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Pandemic has limited effect on indispensable skin care, spare time leads consumers to refine beauty regimes

Virus-related lifestyle changes lifts demand for some skin care products

Health concerns accelerate demand for natural solutions

RECOVERY AND OPPORTUNITIES

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

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Travel, tourism, holiday restrictions hit sun care hard

Self-tanning suffers from beauty, rather than health, alignment

Premiumisation trends put on hold

RECOVERY AND OPPORTUNITIES

Recovery ahead as Bulgaria reopens, but sun care set for polarisation

Segmentation offers opportunity

Stronger clinical positioning can benefit from sharpening health awareness

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

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