Consumer Health in Bulgaria

Consumer Health in Bulgaria

EXECUTIVE SUMMARY

Sustainable growth of consumer health

Value and affordability shape demand for consumer health

Wholesalers and distributors offer additional services

Consumer-centricity powered by digitalisation

Modernisation efforts in Bulgaria promise stable growth for consumer health

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 2 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2013-2018
Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 7 Distribution of Consumer Health by Format: % Value 2013-2018
Table 8 Distribution of Consumer Health by Format and Category: % Value 2018
Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

SOURCES

Summary 1 Research Sources

Analgesics in Bulgaria

HEADLINES

PROSPECTS

Topical analgesics/anaesthetic’s outstanding performance

Quest for deals and value shape demand for analgesics

Female consumers are targeted

COMPETITIVE LANDSCAPE

GlaxoSmithKline is the fastest growing top-10 player

Local companies excel in systemic analgesics

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2013-2018
Table 12 Sales of Analgesics by Category: % Value Growth 2013-2018
Table 13 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2013-2018
Table 14 NBO Company Shares of Analgesics: % Value 2014-2018
Table 15 LBN Brand Shares of Analgesics: % Value 2015-2018
Table 16 Forecast Sales of Analgesics by Category: Value 2018-2023
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2018-2023

Cough, Cold and Allergy (Hay Fever) Remedies in Bulgaria

HEADLINES

PROSPECTS

Paediatric remedies on the rise

Combination products struggle despite cold and flu season

Dynamic nasal sprays

COMPETITIVE LANDSCAPE

Teva Pharmaceuticals expands further in category

Herbal/traditional players benefit from premiumisation trends

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018
Table 20 Sales of Decongestants by Category: Value 2013-2018
Table 21 Sales of Decongestants by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2018
Table 23 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2018
Table 24 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 25 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023

Dermatologicals in Bulgaria

HEADLINES

PROSPECTS

Paediatric dermatologicals sustains demand despite negative demographic trends

Online sales of large chained pharmacies as main driver in the category

Vaginal antifungals on the rise

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare leads topical antifungals

Ceumed Ltd successful in targeting teenagers

CATEGORY DATA

Table 26 Sales of Dermatologicals by Category: Value 2013-2018
Table 27 Sales of Dermatologicals by Category: % Value Growth 2013-2018
Table 28 NBO Company Shares of Dermatologicals: % Value 2014-2018
Table 29 LBN Brand Shares of Dermatologicals: % Value 2015-2018
Table 30 LBN Brand Shares of Hair Loss Treatments: % Value 2015-2018
Table 31 Forecast Sales of Dermatologicals by Category: Value 2018-2023
Table 32 Forecast Sales of Dermatologicals by Category: % Value Growth 2018-2023

Dietary Supplements in Bulgaria

HEADLINES

PROSPECTS

Outstanding growth for probiotic supplements

Niche dietary supplements gain attention of players

Maturity expected to bring slowdown in growth for dietary supplements

COMPETITIVE LANDSCAPE

Smaller players develop with confidence in dietary supplements

Private label negligible in dietary supplements

CATEGORY DATA

Table 33 Sales of Dietary Supplements by Category: Value 2013-2018
Table 34 Sales of Dietary Supplements by Category: % Value Growth 2013-2018
Table 35 Sales of Dietary Supplements by Positioning: % Value 2013-2018
Table 36 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018
Table 37 NBO Company Shares of Dietary Supplements: % Value 2014-2018
Table 38 LBN Brand Shares of Dietary Supplements: % Value 2015-2018
Table 39 Forecast Sales of Dietary Supplements by Category: Value 2018-2023
Table 40 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

Digestive Remedies in Bulgaria

HEADLINES

PROSPECTS

Urban lifestyle dynamics drive continuous growth in digestive remedies

Proton pump inhibitors’ outstanding performance

Vitamins and dietary supplements’ popularity a limiting factor for digestive remedies

COMPETITIVE LANDSCAPE

Sanofi-Aventis Bulgaria strengthens leadership

Balanced portfolio for Actavis ensures sustainable growth despite strong competition

CATEGORY DATA

Table 41 Sales of Digestive Remedies by Category: Value 2013-2018
Table 42 Sales of Digestive Remedies by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Digestive Remedies: % Value 2014-2018
Table 44 LBN Brand Shares of Digestive Remedies: % Value 2015-2018
Table 45 Forecast Sales of Digestive Remedies by Category: Value 2018-2023
Table 46 Forecast Sales of Digestive Remedies by Category: % Value Growth 2018-2023

Eye Care in Bulgaria

HEADLINES

PROSPECTS

Increasing awareness amongst consumers regarding prevention in eye care

Urban pollution and high employment rate fostered demand for eye care

Growing significance of female consumers in eye care

COMPETITIVE LANDSCAPE

Ophthalmo-Septonex is a strong performer

Eye care dominated by multinational players

CATEGORY DATA

Table 47 Sales of Eye Care by Category: Value 2013-2018
Table 48 Sales of Eye Care by Category: % Value Growth 2013-2018
Table 49 Sales of Standard Eye Care by Format: % Value 2013-2018
Table 50 Sales of Standard Eye Care by Positioning: % Value 2013-2018
Table 51 NBO Company Shares of Eye Care: % Value 2014-2018
Table 52 LBN Brand Shares of Eye Care: % Value 2015-2018
Table 53 Forecast Sales of Eye Care by Category: Value 2018-2023
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2018-2023

Herbal/Traditional Products in Bulgaria

HEADLINES

PROSPECTS

Herbal/traditional cough, cold and allergy (hay fever) remedies outperforms standard category

Herbal/traditional dietary supplements more popular amongst elderly consumers

Herbal/traditional paediatric dietary supplements holds greatest growth potential

COMPETITIVE LANDSCAPE

Engelhard Arzneimittel GmbH & Co KG benefits from strong cold and flu season

Alternative medicine local producers with growing significance

CATEGORY DATA

Table 55 Sales of Herbal/Traditional Products by Category: Value 2013-2018
Table 56 Sales of Herbal/Traditional Products by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Herbal/Traditional Products: % Value 2014-2018
Table 58 LBN Brand Shares of Herbal/Traditional Products: % Value 2015-2018
Table 59 Forecast Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 60 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023

NRT Smoking Cessation Aids in Bulgaria

HEADLINES

PROSPECTS

Bulgarians amongst the least willing to quit smoking

New generation products such as heated tobacco launched in Bulgaria

COMPETITIVE LANDSCAPE

Johnson & Johnson remains undisputed leader of category

Local brand Tabex continues to pose a challenge to category’s growth potential

CATEGORY INDICATORS

Table 61 Number of Smokers by Gender 2013-2018

CATEGORY DATA

Table 62 Sales of NRT Smoking Cessation Aids by Category: Value 2013-2018
Table 63 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2013-2018
Table 64 Sales of NRT Gum by Flavour: % Value 2013-2018
Table 65 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2014-2018
Table 66 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2015-2018
Table 67 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 68 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023

Paediatric Consumer Health in Bulgaria

HEADLINES

PROSPECTS

Increasing focus on baby and infants in paediatric vitamins and dietary supplements

Glucan popularity in immune support combinations

Digital technology to support more efficient targeting of younger consumers

COMPETITIVE LANDSCAPE

Immune support brand owners excel

Heavy measles outbreak stimulates consumption of leading paediatric analgesics

CATEGORY DATA

Table 69 Sales of Paediatric Consumer Health by Category: Value 2013-2018
Table 70 Sales of Paediatric Consumer Health by Category: % Value Growth 2013-2018
Table 71 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2018
Table 72 NBO Company Shares of Paediatric Consumer Health: % Value 2014-2018
Table 73 LBN Brand Shares of Paediatric Consumer Health: % Value 2015-2018
Table 74 Forecast Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 75 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023

Sleep Aids in Bulgaria

HEADLINES

PROSPECTS

Merging between stress relief and sleep management opens niche for innovation

Value and affordability are essential to sustain growth in highly competitive category

More targeted focus on Generation Z as high potential segment

COMPETITIVE LANDSCAPE

Local producer Panacea 2001 expands in delivery format

Innovative Magne B6 Good Night challenges share of OTC sleep aids

CATEGORY DATA

Table 76 Sales of Sleep Aids: Value 2013-2018
Table 77 Sales of Sleep Aids: % Value Growth 2013-2018
Table 78 NBO Company Shares of Sleep Aids: % Value 2014-2018
Table 79 LBN Brand Shares of Sleep Aids: % Value 2015-2018
Table 80 Forecast Sales of Sleep Aids: Value 2018-2023
Table 81 Forecast Sales of Sleep Aids: % Value Growth 2018-2023

Sports Nutrition in Bulgaria

HEADLINES

PROSPECTS

Sports nutrition shaped by urban consumers’ evolving lifestyles

Protein bars extremely fashionable

Digitalisation trends to sustain growth in the long term

COMPETITIVE LANDSCAPE

Large chained pharmacies leverage loyalty programmes to boost consumer loyalty

Pure Nutrition Technology’s innovative approach to sports nutrition

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2013-2018
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2013-2018
Table 84 NBO Company Shares of Sports Nutrition: % Value 2014-2018
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2015-2018
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2018-2023
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2018-2023

Weight Management and Wellbeing in Bulgaria

HEADLINES

PROSPECTS

Liquid drainers trending over the review period

Rising wellness in Bulgaria fosters long-term approach to weight management

Digitalisation trends shape attitudes towards weight management

COMPETITIVE LANDSCAPE

Direct sellers intensively compete

Vitaslim Bulgaria leveraging innovation trends in weight management

CATEGORY DATA

Table 88 Sales of Weight Management and Wellbeing by Category: Value 2013-2018
Table 89 Sales of Weight Management and Wellbeing by Category: % Value Growth 2013-2018
Table 90 NBO Company Shares of Weight Management and Wellbeing: % Value 2014-2018
Table 91 LBN Brand Shares of Weight Management and Wellbeing: % Value 2015-2018
Table 92 Forecast Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 93 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023

Wound Care in Bulgaria

HEADLINES

PROSPECTS

Customisation trends intensify

Wound care increasingly focuses on protection and prevention

Category on the move

COMPETITIVE LANDSCAPE

Hansaplast is strong in children’s wound care

The premium niche for Urgo is growing

Medica’s outstanding performance

CATEGORY DATA

Table 94 Sales of Wound Care by Category: Value 2013-2018
Table 95 Sales of Wound Care by Category: % Value Growth 2013-2018
Table 96 NBO Company Shares of Wound Care: % Value 2014-2018
Table 97 LBN Brand Shares of Wound Care: % Value 2015-2018
Table 98 Forecast Sales of Wound Care by Category: Value 2018-2023
Table 99 Forecast Sales of Wound Care by Category: % Value Growth 2018-2023

Vitamins in Bulgaria

HEADLINES

PROSPECTS

Multivitamins’ outstanding performance driven by customisation trends

Vitamin B’s strong performance in single vitamins

Prevention and urban lifestyle to sustain demand over the forecast period

COMPETITIVE LANDSCAPE

Players focus on boosting natural sourcing of vitamin C

Sopharma’s growth due to convenient pricing and consolidation

Private label’s expansion in vitamins

CATEGORY DATA

Table 100 Sales of Vitamins by Category: Value 2013-2018
Table 101 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 102 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 103 NBO Company Shares of Vitamins: % Value 2014-2018
Table 104 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 105 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 106 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Weight Management and Wellbeing in Bulgaria

HEADLINES

PROSPECTS

Liquid drainers trending over the review period

Rising wellness in Bulgaria fosters long-term approach to weight management

Digitalisation trends shape attitudes towards weight management

COMPETITIVE LANDSCAPE

Direct sellers intensively compete

Vitaslim Bulgaria leveraging innovation trends in weight management

CATEGORY DATA

Table 107 Sales of Weight Management and Wellbeing by Category: Value 2013-2018
Table 108 Sales of Weight Management and Wellbeing by Category: % Value Growth 2013-2018
Table 109 NBO Company Shares of Weight Management and Wellbeing: % Value 2014-2018
Table 110 LBN Brand Shares of Weight Management and Wellbeing: % Value 2015-2018
Table 111 Forecast Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 112 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023

Wound Care in Bulgaria

HEADLINES

PROSPECTS

Customisation trends intensify

Wound care increasingly focuses on protection and prevention

Category on the move

COMPETITIVE LANDSCAPE

Hansaplast is strong in children’s wound care

The premium niche for Urgo is growing

Medica’s outstanding performance

CATEGORY DATA

Table 113 Sales of Wound Care by Category: Value 2013-2018
Table 114 Sales of Wound Care by Category: % Value Growth 2013-2018
Table 115 NBO Company Shares of Wound Care: % Value 2014-2018
Table 116 LBN Brand Shares of Wound Care: % Value 2015-2018
Table 117 Forecast Sales of Wound Care by Category: Value 2018-2023
Table 118 Forecast Sales of Wound Care by Category: % Value Growth 2018-2023

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