Consumer Health in Bulgaria

Consumer Health in Bulgaria

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

Summary 1 OTC: Switches 2019-2020

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Stockpiling of analgesics boosts sales in 2020, along with reduction in doctor visits

Voltaren sees strong growth in 2020 thanks to innovative new product launch

Speculations about the impact of different analgesics on treating COVID-19 damage ibuprofen sales

RECOVERY AND OPPORTUNITIES

Analgesics expected to see strong growth into the forecast period, as modern lifestyles give more demand for pain killers

Generics expected to see strong growth in coming years, with a number of brands expanding portfolios

Ageing population will lead to growing demand among elderly into the forecast period

CATEGORY DATA

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

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

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and strong cold and flu season leads to boost in sales of cough, cold and allergy medication

Unit price increases due to stockpiling and rising costs of base ingredients

Increased focus on herbal/traditional products in 2020, with Bulgarians preferring natural medication

RECOVERY AND OPPORTUNITIES

Innovation set to define cough, cold and allergy during the forecast period

Nasal sprays are expected to see strong growth into the forecast period

Outlook positive for cough, cold and allergy (hay fever) remedies

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Digestive remedies becomes increasingly saturated, while Sanofi-Aventis leads with new product launches boosting popularity

Proton Pump Inhibitors see strong growth in 2020 due to increase in demand for IBS treatments

Laxatives sees dynamic growth in 2020 as growing elderly population and lockdown measures increase demand

RECOVERY AND OPPORTUNITIES

Personalisation and premiumisation will be important into the forecast period, targeting urban consumers

Premium herbal brands expected to boost sales into the forecast period

Positive growth likely to continue being seen throughout forecast period

CATEGORY DATA

Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 lockdown along with increased use of disinfectants boosts sales of some products, while others suffer due to stay at home restrictions

Premiumisation expected in 2020, with hair loss treatment a target product

Treatments for wounds and injuries likely to become more premium product in 2020, with new product launches

RECOVERY AND OPPORTUNITIES

Price will become increasingly important into forecast period, as consumers face reduced disposable incomes

Premiumisation expected to continue into the forecast period

Sales of dermatologicals expected to continue to shift online into the forecast period

CATEGORY DATA

Table 29 Sales of Dermatologicals by Category: Value 2015-2020
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 34 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

NRT Smoking Cessation Aids in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

NRT smoking cessation aids expected to remain in low demand in 2020

Herbal based products see boost in demand, offering a more natural alternative

Johnson & Johnson’s Nicorette remains virtually ubiquitous in NRT in Bulgaria

RECOVERY AND OPPORTUNITIES

High levels of affluence among smokers offers opportunities for value-added products

Social acceptance of smoking will remain a barrier to the uptake of NRT into the forecast period

E-commerce is likely to increase into the forecast period, boosting sales of NRT through these channels

CATEGORY INDICATORS

Table 36 Number of Smokers by Gender 2015-2020

CATEGORY DATA

Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025

Sleep Aids in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Sleep aids see strong growth due to increases in stress and insomnia brought on by the pandemic

Proliferation of economy sleep aids offer more affordable products for price sensitive consumers in 2020

Sanofi-Aventis launches new herbal-based products to appeal to Bulgarian preference for natural ingredients

RECOVERY AND OPPORTUNITIES

Greater polarisation in sleep aid product positioning expected into forecast period

Promotional activity in chained chemists/pharmacies will support sales growth into forecast period

Herbal-based brands are expected to see rising demand into the forecast period, with more consumers seeking out natural products

CATEGORY DATA

Table 43 Sales of Sleep Aids: Value 2015-2020
Table 44 Sales of Sleep Aids: % Value Growth 2015-2020
Table 45 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 46 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 47 Forecast Sales of Sleep Aids: Value 2020-2025
Table 48 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

Eye Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts demand for eye care products as more people spend time in front of screens

Eye care among the most consolidated of consumer health categories

Expansion of optical stores and reimbursement of eye treatments boost demand in 2020

RECOVERY AND OPPORTUNITIES

Paediatric eye care expected to see development into the forecast period

Development of more natural eye care products expected into the forecast period, along with single use dosages

Bulgaria’s ageing population will contribute to growth of eye care in coming years

CATEGORY DATA

Table 49 Sales of Eye Care by Category: Value 2015-2020
Table 50 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Eye Care: % Value 2016-2020
Table 52 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 53 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

Wound Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 lockdown restrictions damage sales of wound care products in 2020

Personalisation in wound care products expected in 2020

Medica AD retains its leading position in 2020 due to strong demand for its various brands

RECOVERY AND OPPORTUNITIES

Wound care expected to see strong recovery into forecast period, as consumers spend more time outdoors

Innovation in new product developments expected into forecast period

Premiumisation and personalisation will become increasingly important into the forecast period

CATEGORY DATA

Table 55 Sales of Wound Care by Category: Value 2015-2020
Table 56 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Wound Care: % Value 2016-2020
Table 58 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 59 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 bolsters sales of vitamin C in 2020, as consumers focus on immune support

Vitamin D registers a strong performance in 2020, due to ageing population and immune boosting benefits

Local players leverage trusted brand names, attracting more consumers by widening product range

RECOVERY AND OPPORTUNITIES

Future for vitamins looks bright, with awareness about advantages of vitamins increasing

More private label brands likely to launch vitamin ranges into forecast period

Multivitamins will remain popular into forecast period, with more targeted products expected

CATEGORY DATA

Table 61 Sales of Vitamins by Category: Value 2015-2020
Table 62 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 63 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 64 NBO Company Shares of Vitamins: % Value 2016-2020
Table 65 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 66 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts sales of dietary supplements as consumers become more focused on prevention

STADA Arzneimittel completes Walmark acquisition in 2020

Private label continues to expand in 2020, though international brands still dominate

RECOVERY AND OPPORTUNITIES

Strong growth expected for dietary supplements into forecast period, with low per capita uptake

Positioning will become increasingly important as consumer base widens

Direct selling continues to gain ground in dietary supplements

CATEGORY DATA

Table 68 Sales of Dietary Supplements by Category: Value 2015-2020
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 70 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 71 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts demand for weight supplements, encouraging consumers to focus on health and diet

Weight loss supplements retain popularity in 2020, attracting strong consumer loyalty

New product launches maintain interest in weight management products in 2020

RECOVERY AND OPPORTUNITIES

Marketing and promotions remain essential to success in weight management and wellbeing, particularly digital engagement

Meal replacement products expected to see strong growth into forecast period

Demand for OTC obesity continues to decline

CATEGORY DATA

Table 75 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Closed fitness centres and gyms dampen sales of sports nutrition products in 2020

Sports nutrition becomes increasingly holistic, with different formats and product types

Sila.bg launches media channel to appeal to younger tech-savvy consumers

RECOVERY AND OPPORTUNITIES

More consumers will turn to home workouts in near forecast period, with companies likely to cater to this trend

Sports nutrition will continues to benefit from the increasing importance of fitness culture

Digital marketing and social media engagement vital into forecast period

CATEGORY DATA

Table 81 Sales of Sports Nutrition by Category: Value 2015-2020
Table 82 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 83 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 84 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 85 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts sales of herbal/traditional products, as consumers seek preventative measures

Fortex Nutraceuticals expands into herbal/traditional products, focusing on immune boosting ingredients

International players expand range of herbal/traditional products, with marketing key for success

RECOVERY AND OPPORTUNITIES

Polarisation in product positioning, with premium and economy offerings growing in popularity into forecast period

Herbal/traditional dietary supplements will drive growth in a category benefiting from prevailing consumer trends

CATEGORY DATA

Table 87 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Less need for cough, cold and allergy remedies in 2020, though paediatric vitamins and dietary supplements in high demand

Unhealthy diet and high smoking prevalence increase demand for paediatric health products

Reckitt Benckiser Group leads in 2020, though GSK Consumer Health brand Panadol also sees strong growth

RECOVERY AND OPPORTUNITIES

Cost will become an increasingly important factor into the forecast period

Immune support will be key for growth in paediatric consumer health into forecast period

Maturity of demand set to negatively influence growth in paediatric consumer health

CATEGORY DATA

Table 93 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 95 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

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