Executive Summary

Oct 2019
Consumer health continues to benefit from economic develop and rising incomes

Bulgaria’s consumer health industry recorded further positive growth during 2019 and this can be attributed mainly to low unemployment and rising incomes, especially in major urban areas. However, the country’s declining population and low and declining birth rate continue to place limits on sales growth potential.

Limited spending power continues to suppress sales growth

Although income levels are rising in Sofia and many of Bulgaria’s other cities, spending on consumer health remains constrained by the limited budgets of many households. This, combined with rising health awareness and improving access to healthcare in major cities, has created the ideal preconditions for low-cost options to perform very well in consumer health.

The industry remains highly consolidated, with tight regulation stifling competition

Consumer health in Bulgaria remains a highly consolidated industry and this is largely due to the tight regulation on the production, marketing and distribution of Rx and OTC remedies. These include tight restrictions on retail channels for OTC products and strict price controls on the vast majority of OTC medicines, resulting in minimal margins for wholesalers and producers.

Growth is recorded in internet retailing as online shopping begins to take off

There were approximately 60 online retailers of OTC consumer health products registered in Bulgaria at the end of the review period, according to the Registry of the Bulgarian Drug Agency. This was a result of a flurry of new license applications over the second half of the review period, with numerous new licenses issued to companies intending sell OTC products online.

Moderate sales growth expected in consumer health over the forecast period

The various trends influencing sales of consumer health products in Bulgaria are set to continue counterbalancing each other over the forecast period, resulting in slow but steady growth in volume and value sales across most categories. Although Bulgaria’s population is falling, income levels are rising, especially in Sofia and other large cities.

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Consumer Health in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health 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 Consumer Health 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:

The Consumer Health 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 Consumer Health in Bulgaria?
  • What are the major brands in Bulgaria?
  • What are the main trends in OTC Healthcare?

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 Consumer Health market research database.

Consumer Health in Bulgaria

EXECUTIVE SUMMARY

Consumer health continues to benefit from economic develop and rising incomes
Limited spending power continues to suppress sales growth
The industry remains highly consolidated, with tight regulation stifling competition
Growth is recorded in internet retailing as online shopping begins to take off
Moderate sales growth expected in consumer health over the forecast period

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Bulgaria

HEADLINES

PROSPECTS

The importance of generics continues to increase, challenging branded products
Aspirin continues to be prescribed for its cardiac health properties
Increasingly hectic urban lifestyles create fertile ground for growth in analgesics

COMPETITIVE LANDSCAPE

Cross-border shopping presents challenges to local players
Local analgesics players focus on generics
The concentration of chemists/pharmacies in cities challenges category players

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Winter cough, cold and flu season supports sales in several categories
Strong growth in paediatric cough/cold remedies spurs new product development
Outlook positive for cough, cold and allergy (hay fever) remedies

COMPETITIVE LANDSCAPE

Engelhard Arzneimittel benefits from rising demand for herbal/traditional brands
New players enter the category, focusing on herbal/traditional products
Innovation set to define the category during the forecast period

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Bulgaria

HEADLINES

PROSPECTS

Positive growth in topical antifungals drives overall growth in dermatologicals
More targeted products respond to demand for products catering to specific needs
Sales of dermatologicals continue to shift online

COMPETITIVE LANDSCAPE

Leading brands continue to support growth through marketing and promotion
Natural products remain the first choice for many consumers of hair loss treatments
Growth in topical germicidals/antiseptics supported by premium product launches

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 28 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Bulgaria

HEADLINES

PROSPECTS

Value growth in dietary supplements supported by the premiumisation trend
Probiotic supplements continues to drive growth across dietary supplements
Positioning becomes increasingly important as the consumer base widens

COMPETITIVE LANDSCAPE

International brands remain in control of sales, recording strong growth in 2019
Direct selling continues to gain ground in dietary supplements
Media advertising campaigns remain essential for success in dietary settlements

CATEGORY DATA

Table 30 Sales of Dietary Supplements by Category: Value 2014-2019
Table 31 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 32 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 33 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 34 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 35 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 36 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Bulgaria

HEADLINES

PROSPECTS

Demand for indigestion and heartburn remedies driven by lifestyle factors
Demand for digestive remedies continues to evolve
Positive growth likely to continue being seen throughout forecast period

COMPETITIVE LANDSCAPE

Generics present strong challenges to the leading brands in proton pump inhibitors
Sanofi-Aventis maintains its s with a diverse product portfolio strong position
New players into the category, targeting demand for products with natural positioning

CATEGORY DATA

Table 37 Sales of Digestive Remedies by Category: Value 2014-2019
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in Bulgaria

HEADLINES

PROSPECTS

Ageing population contributes growth and eye care
Sales growth slowdown in allergy eye care linked to rising demand for combination products
Paediatric products likely to see strong growth during the forecast period

COMPETITIVE LANDSCAPE

Eye care among the most consolidated of consumer health categories
The expansion of optical stores improves the distribution of eye care
The recommendations of the physicians still important for sales growth in eye care

CATEGORY DATA

Table 43 Sales of Eye Care by Category: Value 2014-2019
Table 44 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Eye Care: % Value 2015-2019
Table 46 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 47 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Bulgaria

HEADLINES

PROSPECTS

Herbal/traditional dietary supplements drives growth in a category benefiting from prevailing consumer trends
High prevalence of colds, flu and other illnesses during winter support sales
Marketing, advertising and promotions are increasingly important in the category

COMPETITIVE LANDSCAPE

Walmark maintains leadership through its investment in advertising and marketing
Naturprodukt continues to benefit from its investment in innovation and marketing
Engelhart Arzneimittel benefits from rising interest in paediatric herbal/traditional products

CATEGORY DATA

Table 49 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 50 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 52 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 53 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 54 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

NRT Smoking Cessation Aids in Bulgaria

HEADLINES

PROSPECTS

High smoking prevalence presents challenges and opportunities to the category
Social acceptance of smoking remains a barrier to the uptake of NRT
Reduced harm tobacco products present competition to NRT smoking cessation aids

COMPETITIVE LANDSCAPE

Johnson & Johnson’s Nicorette remains virtually ubiquitous in NRT in Bulgaria
Tabex challenges Nicorette by offering a more natural alternative

CATEGORY DATA

Table 55 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 56 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 58 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 59 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 60 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024

Paediatric Consumer Health in Bulgaria

HEADLINES

PROSPECTS

Strong growth for paediatric consumer health products likely to continue
Heavy cold and flu season contributes to growth in paediatric consumer health
Maturity of demand set to negatively influence growth in paediatric consumer health

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its leading position due to the popularity of Nurofen
Borola continues to benefit from low pricing and doctors’ recommendations
Television advertising is an increasingly important aspect of success in the category

CATEGORY DATA

Table 61 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 62 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 63 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 64 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 65 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 66 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 67 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in Bulgaria

HEADLINES

PROSPECTS

Increasingly stressful urban lifestyles boost demand for sleep aids
Advertising and regular new launches support dynamic performance of sleep aids
Unit prices continue to increase as consumers move towards more expensive items

COMPETITIVE LANDSCAPE

Sanofi-Aventis focuses on new launches to improve its position
Proliferation of premium brands contributes to category growth
Promotional activity in chained chemists/pharmacies supports sales growth

CATEGORY DATA

Table 68 Sales of Sleep Aids: Value 2014-2019
Table 69 Sales of Sleep Aids: % Value Growth 2014-2019
Table 70 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 71 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 72 Forecast Sales of Sleep Aids: Value 2019-2024
Table 73 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in Bulgaria

HEADLINES

PROSPECTS

Sports nutrition continues to benefit from the increasing importance of fitness culture
Slow growth in sports protein powder due to maturity of demand
Sports non-protein products slated for a solid forecast period performance

COMPETITIVE LANDSCAPE

Healthstore OOD expands the range of products it offers to counter flagging demand
Sales head online as sports nutrition consumers seek greater convenience
Sports nutrition distribution shifts towards health and fitness clubs

CATEGORY DATA

Table 74 Sales of Sports Nutrition by Category: Value 2014-2019
Table 75 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 76 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 77 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 78 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 79 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Bulgaria

HEADLINES

PROSPECTS

Multivitamins continues to suffer from shift towards more targeted products
Vitamin D registers a strong performance, rising from a low base
Premiumisation spurs value growth as consumers seek more sophisticated products

COMPETITIVE LANDSCAPE

Supravit continues to benefit from its convenient delivery format and low prices
International brands continue to lead sales, registering dynamic growth in 2019
Direct selling continues to expand its presence in vitamins

CATEGORY DATA

Table 80 Sales of Vitamins by Category: Value 2014-2019
Table 81 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 82 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 83 NBO Company Shares of Vitamins: % Value 2015-2019
Table 84 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 85 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 86 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Bulgaria

HEADLINES

PROSPECTS

Stronger growth in line with the development of health and wellness trend
Weight loss supplements continues to attract high numbers of consumers
Demand for OTC obesity continues to decline

COMPETITIVE LANDSCAPE

Growth in weight loss and well-being supported by numerous new product launches
Marketing and promotions remain essential to success in weight management and well-being
Direct selling gains further ground in meal replacement

CATEGORY DATA

Table 87 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 88 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 89 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 90 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 91 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 92 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Bulgaria

HEADLINES

PROSPECTS

Value growth in wound care supported by premiumisation
Dynamic growth in first aid kits linked to rising car ownership and outdoor sports
Strong growth set to continue despite maturity of demand

COMPETITIVE LANDSCAPE

Medica AD retains its leading position due to strong demand for its various brands
Decathlon improves its position through strong growth in its Aptonia private label
Premiumisation benefits niche players offering sophisticated products

CATEGORY DATA

Table 93 Sales of Wound Care by Category: Value 2014-2019
Table 94 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 95 NBO Company Shares of Wound Care: % Value 2015-2019
Table 96 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 97 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 98 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024