Consumer Health in Bulgaria

October 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Health industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Analgesics
  • Cough, Cold and Allergy Remedies
  • Digestive Remedies
  • Dermatologicals
  • NRT Smoking Cessation Aids
  • Sleep Aids
  • Eye Care
  • Wound Care
  • Vitamins
  • Dietary Supplements
  • Weight Management
  • Sports Nutrition
  • Herbal/Traditional Products
  • Paediatric Consumer Health

If you're in the Consumer Health industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Health in Bulgaria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Health in Bulgaria?
  • Which are the leading brands in Consumer Health in Bulgaria?
  • How are products distributed in Consumer Health in Bulgaria?
  • How has the regulatory and operating environment for Consumer Health changed in Bulgaria?
  • How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
  • How significant are wider health concerns and consumer awareness in determining sales?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Consumer Health in Bulgaria

Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023
Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Distribution of Consumer Health by Format: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format and Category: % Value 2023
Table 9 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DISCLAIMER

DEFINITIONS

Summary 1 Research Sources

Analgesics in Bulgaria

KEY DATA FINDINGS

Market maturity leaves little room for development and innovation
Self-medicating trend continues spreading among consumers
Widespread advertising campaigns remain a driving force for sales
E-commerce to continue gaining popularity among consumers over the forecast period
Development of non-opioid analgesics possibly leading to changes in the market over the forecast period
Ageing population and longer life expectancy to support sales over the forecast period
Table 11 Sales of Analgesics by Category: Value 2018-2023
Table 12 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Analgesics: % Value 2019-2023
Table 14 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 15 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

Sleep Aids in Bulgaria

KEY DATA FINDINGS

Stressful busy lifestyles boost demand
Surge in sleeping disorders supports sales
E-commerce to continue developing
CBD products likely to gain in popularity among younger demographics
Shift towards natural products to reshape consumer preferences
Consequences of urbanisation to sustain demand over the forecast period
Table 17 Sales of Sleep Aids: Value 2018-2023
Table 18 Sales of Sleep Aids: % Value Growth 2018-2023
Table 19 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 20 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 21 Forecast Sales of Sleep Aids: Value 2023-2028
Table 22 Forecast Sales of Sleep Aids: % Value Growth 2023-2028

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

KEY DATA FINDINGS

Price sensitivity and self-medication support sales growth
Seasonality of demand boosts sales growth over colder months
Pharmacies remains main distribution channel despite development of e-commerce
Increase in outdoor activities to benefit sales
Longer allergy seasons and increased amount of pollen to boost demand over the forecast period
Natural products to alter consumer preferences
Table 23 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 25 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 26 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

Dermatologicals in Bulgaria

KEY DATA FINDINGS

Sedentary lifestyles support steady growth
Ageing population maintains demand
Consumers turn to online retailing
Spreading self-medication trend to boost demand over forecast period
Natural products growing more popular among consumers
Demographic trend of decreasing birth rate to slow down growth of nappy (diaper) rash treatment products
Table 29 Sales of Dermatologicals by Category: Value 2018-2023
Table 30 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 32 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
Table 34 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

Digestive Remedies in Bulgaria

KEY DATA FINDINGS

Heavy advertising continues to support sales
Traditional heavy diet and sedentary lifestyle of older generations support high demand
No-spa benefits from dual focus on female consumers and young people
Growing popularity of probiotics to hinder sales growth
Growing number of health conscious consumers likely to decrease demand
E-commerce expected to continue to gain popularity among consumers
Table 36 Sales of Digestive Remedies by Category: Value 2018-2023
Table 37 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 39 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 40 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

Eye Care in Bulgaria

KEY DATA FINDINGS

Market maturity limits growth opportunities
Ageing population supports steady increase in demand
Alcon Laboratories retains lead, while the pharmacies channel continues to dominate distribution
Prevalence of digital lifestyles to boost demand over the forecast period
Increase in eye health awareness to sustain growth
E-commerce expected to continue its expansion
Table 42 Sales of Eye Care by Category: Value 2018-2023
Table 43 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 44 NBO Company Shares of Eye Care: % Value 2019-2023
Table 45 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 46 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 47 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028

NRT Smoking Cessation Aids in Bulgaria

KEY DATA FINDINGS

Smoking culture decreases demand
Lack of public anti-smoking campaigns leads to decline in volume sales
Johnson & Johnson dominates
E-commerce likely to grow despite category’s decreasing popularity
Increased respiratory tract health awareness following the COVID-19 pandemic likely to sustain demand
Growing popularity of vaping diminishes growth potential
Table 48 Number of Smokers by Gender 2018-2023
Table 49 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 50 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 52 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 53 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028

Wound Care in Bulgaria

KEY DATA FINDINGS

Re-engaging in outdoor activities leads to recovery of sales
Regulations for car safety support demand
Brick and mortar stores remain preferred distribution channels over e-commerce
Consumers likely to shift toward eco-friendly options
Expanding range of distribution channels to boost growth over the forecast period
Innovation required to stand out in a mature market
Table 55 Sales of Wound Care by Category: Value 2018-2023
Table 56 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Wound Care: % Value 2019-2023
Table 58 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 59 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

Sports Nutrition in Bulgaria

KEY DATA FINDINGS

Multinationals remain the leading players
E-commerce continues to grow
Social media trends boost demand for creatine
Positive outlook for sports nutrition over the forecast period
Growing fitness culture predicted to support growth
Dietary trends to reshape the market
Table 61 Sales of Sports Nutrition by Category: Value 2018-2023
Table 62 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 63 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 64 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 65 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 66 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

Dietary Supplements in Bulgaria

KEY DATA FINDINGS

Probiotic supplements benefit from growing awareness, while magnesium remains popular
Dietary supplements category sees demand supported by social media
Fragmented competitive landscape creates need for regular product launches
E-commerce expected to continue expansion
Diversification of product offerings anticipated to fuel competition
Growing awareness of preventive measures to generate increase in demand
Table 67 Sales of Dietary Supplements by Category: Value 2018-2023
Table 68 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 69 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 70 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 71 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 72 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 73 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

Vitamins in Bulgaria

KEY DATA FINDINGS

Health and wellness trend continues to sustain sales growth
Demand grows as a result of vitamin D deficiency epidemic
Enduring demand for multivitamins, but growing awareness of role of particular single vitamins
Trend of personalisation expected to alter consumer preferences
Steady growth in sales expected over the forecast period
E-commerce to continue benefiting from health and wellness trend
Table 74 Sales of Vitamins by Category: Value 2018-2023
Table 75 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 76 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 77 NBO Company Shares of Vitamins: % Value 2019-2023
Table 78 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 79 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 80 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

Weight Management and Wellbeing in Bulgaria

KEY DATA FINDINGS

Sales growth facilitated by social media
Busy lifestyles support demand
Weight loss supplements a leading category in the market
Increase in obesity among adults to drive demand over the forecast period
Meal replacements anticipated to experience fast growth over the forecast period
Growing fitness culture among young demographics to boost demand
Table 81 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 82 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 83 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 84 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 85 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

Herbal/Traditional Products in Bulgaria

KEY DATA FINDINGS

Healthy living trend to continue supporting market expansion
Growing awareness boosting self-medication trend
Category benefits from trust in traditional medicine
E-commerce expected to provide opportunities for new market entrants
Urban lifestyles to support demand, with women more likely to purchase herbal/traditional products
Shift toward natural products to boost demand over the forecast period
Table 87 Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028

Paediatric Consumer Health in Bulgaria

KEY DATA FINDINGS

Preference for child specific products
Store-based pharmacies remains the dominant channel
Consumer awareness speeds up shift toward natural products
Increasing number of allergies to boost demand for paediatric cough, cold, and allergy (hay fever) remedies
Online platforms offer opportunities for market expansion
Demographic trends set to present an obstacle to category development
Table 93 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 95 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
Table 96 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
Table 97 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 98 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Consumer Health

    • Adult Mouth Care
          • Adult Acetaminophen
          • Adult Aspirin
          • Adult Combination Products - Analgesics
          • Adult Diclofenac
          • Adult Dipyrone
          • Adult Ibuprofen
          • Adult Ketoprofen
          • Adult Naproxen
          • Adult OTC Triptans
          • Paediatric Acetaminophen
          • Paediatric Aspirin
          • Paediatric Combination Products - Analgesics
          • Paediatric Dipyrone
          • Paediatric Ibuprofen
          • Paediatric Naproxen
          • Acetaminophen
          • Aspirin
          • Combination Products - Analgesics
          • Diclofenac
          • Dipyrone
          • Ibuprofen
          • Ketoprofen
          • Naproxen
          • OTC Triptans
      • Topical Analgesics/Anaesthetic
    • Sleep Aids
      • Antihistamines/Allergy Remedies (Systemic)
        • Paediatric Allergy Remedies
        • Paediatric Cough/Cold Remedies
      • Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
      • Cough Remedies
        • Nasal Sprays
        • Oral Decongestants
        • Inhalant Decongestants
        • Decongestant Rubs
        • Nasal Decongestant Drops
        • Nasal Decongestant Plasters
      • Medicated Confectionery
      • Pharyngeal Preparations
      • Medicated Shampoos
      • Topical Antifungals
      • Vaginal Antifungals
      • Hair Loss Treatments
      • Nappy (Diaper) Rash Treatments
      • Antiparasitics/Lice (Head and Body) Treatments
      • Antipruritics
      • Cold Sore Treatments
      • Haemorrhoid Treatments
      • Paediatric Dermatologicals
      • Topical Allergy Remedies/Antihistamines
      • Topical Germicidals/Antiseptics
        • Paediatric Diarrhoeal Remedies
        • Paediatric Indigestion and Heartburn Remedies
        • Paediatric Laxatives
        • Paediatric Motion Sickness Remedies
      • Diarrhoeal Remedies
      • IBS Treatments
        • Antacids
        • Antiflatulents
        • Digestive Enzymes
        • H2 Blockers
        • Proton Pump Inhibitors
      • Laxatives
      • Motion Sickness Remedies
    • Emergency Contraception
      • Allergy Eye Care
      • Standard Eye Care
      • NRT Gum
      • NRT Inhalators
      • NRT Lozenges
      • NRT Patches
      • Other NRT
      • First Aid Kits
      • Gauze, Tape and Other Wound Care
      • Sticking Plasters/Adhesive Bandages
      • Protein/Energy Bars
      • Sports Protein Powder
      • Sports Protein RTD
    • Sports Non-Protein Products
      • Combination Dietary Supplements
        • Aloe
        • Combination Herbal/Traditional Dietary Supplements
        • Cranberry
        • Echinacea
        • Evening Primrose Oil
        • Garlic
        • Ginkgo Biloba
        • Ginseng
        • St John's Wort
        • Other Herbal/Traditional Dietary Supplements
        • Co-Enzyme Q10
        • Combination Non-Herbal/Traditional Dietary Supplements
        • Eye Health Supplements
        • Fish Oils/Omega Fatty Acids
        • Glucosamine
          • Calcium Supplements
          • Mineral Supplements
        • Probiotic Supplements
        • Protein Supplements
        • Other Non-Herbal/Traditional Dietary Supplements
    • Paediatric Vitamins and Dietary Supplements
    • Tonics
      • Multivitamins
        • Vitamin A
        • Vitamin B
        • Vitamin C
        • Vitamin D
        • Vitamin E
        • Other Single Vitamins
    • Meal Replacement
    • OTC Obesity
    • Slimming Teas
    • Supplement Nutrition Drinks
    • Weight Loss Supplements
    • Herbal/Traditional Topical Analgesics
    • Herbal/Traditional Sleep Aids
    • Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
    • Herbal/Traditional Digestive Remedies
    • Herbal/Traditional Dermatologicals
    • Herbal/Traditional Paediatric Dietary Supplements
    • Herbal/Traditional Dietary Supplements
    • Herbal/Traditional Tonics
    • Allergy Eye Care
    • Antihistamines/Allergy Remedies (Systemic)
    • Paediatric Allergy Remedies
    • Topical Allergy Remedies/Antihistamines
      • Paediatric Acetaminophen
      • Paediatric Aspirin
      • Paediatric Combination Products - Analgesics
      • Paediatric Dipyrone
      • Paediatric Ibuprofen
      • Paediatric Naproxen
      • Paediatric Allergy Remedies
      • Paediatric Cough/Cold Remedies
      • Paediatric Diarrhoeal Remedies
      • Paediatric Indigestion and Heartburn Remedies
      • Paediatric Laxatives
      • Paediatric Motion Sickness Remedies
    • Paediatric Dermatologicals
    • Nappy (Diaper) Rash Treatments
    • Paediatric Vitamins and Dietary Supplements

Consumer Health

It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing

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