Consumer Health

The return to outdoor activities in Bulgaria following the lifting of COVID-19 restrictions and the end of home seclusion have had a positive impact on sales of wound care products. As people re-engage in various outdoor pursuits such as sports,…

Social media has become a powerful influence in the market for weight management and wellbeing products in Bulgaria. These platforms, which include Instagram, Facebook, YouTube, and especially TikTok, provide consumers with access to videos promoting…

Consumers in Bulgaria are becoming more health conscious, seeking ways to boost their immune systems, improve their energy levels, and maintain general wellbeing. Already prominent prior to the pandemic, the health and wellness trend received a…

The sports nutrition category has seen international brands, such as Post Holdings Inc, Optimum Nutrition Inc, and Pure Nutrition Technology, establish strong positions in the Bulgarian market. International brands typically offer a wide range of…

The demands of busy and stressful lifestyles in Bulgaria have given rise to a significant increase in the demand for sleep aids. As modern life becomes increasingly fast-paced and work-related pressures intensify, many individuals find themselves…

Parental preference for child-specific consumer health products is a progressively growing trend in Bulgaria, reflecting a strong desire for products tailored to the unique needs and sensitivities of children, in contrast to the more traditional…

The pervasive smoking habits in Bulgaria exert a considerable negative effect on the sales of NRT smoking cessation aids. Bulgaria has one of the highest smoking rates in the European Union, with a significant portion of the population addicted to…

In Bulgaria, younger consumers are increasingly turning to herbal/traditional products as a natural and holistic alternative to conventional medications. These consumers are at the forefront of the shift towards a more preventive and holistic…

The maturity of the market in Bulgaria implies that most potential customers are already using or have easy access to eye care products, reaching a saturation point in terms of penetration. This situation can lead to intensified competition among…

Marketers are increasingly focusing on educating consumers about digestive health, utilising both traditional and digital platforms. Given the sensitive nature of digestive health issues, campaigns are designed to be empathetic and non-intrusive.…

Probiotics, known for their positive impact on digestive health and overall wellbeing, have gained significant traction among health conscious consumers. The growing awareness of probiotics as a preventive measure against common digestive issues,…

The sedentary lifestyles that are prevalent in Bulgaria significantly impact the market for dermatological products. A lack of physical activity often goes hand in hand with prolonged periods of sitting indoors, which can lead to reduced exposure to…

Price sensitivity among Bulgarian consumers is a key factor influencing their purchasing decisions when it comes to cough, cold, and allergy (hay fever) remedies. As the minimum wage in Bulgaria is just under EUR400 in 2023, a significant portion of…

In 2023, the consumer health market in Bulgaria is set to see steady current value growth, with sales set to continue to fall at constant 2023 prices, though at a slower rate than in the previous year in both cases. Consumer preferences are shifting…

The analgesics market in Bulgaria has reached a mature stage, characterised by steady growth and well-established product offerings. This maturity is evident in the consistent demand for pain relief solutions driven by factors such as an ageing…