Cotton Wool/Buds/Pads in Bulgaria

TRENDS

Medicinal-grade cotton continued to lose popularity in Bulgaria in 2014. The unit price of medicinal and non-medicinal-grade cotton material differs significantly and allows for vast differences in pricing of products. Furthermore, medicinal-grade cotton is normally only found in pharmacies and specialised stores, whilst normal cotton is widely available across retailers, as well as sold in pharmacies. Price is considered an important reason for this ongoing change in consumer preference; however, availability and distribution are also fundamental factors.

COMPETITIVE LANDSCAPE

Medica is the top player in cotton in Bulgaria. The company recorded a 5% decrease in value sales in 2014, despite which it maintained the top position with a 19% retail value share. Palomita was the second largest player in 2014, with a 12% share and a decrease of 2% in value sales. Avans, Mega Disposables, Septona and Agiva are the other substantial competitors in cotton with shares of 10%, 10%, 9% and 8%, respectively.

PROSPECTS

During the forecast period, the sales of medicinal grade cotton products are likely to stabilise. The recent decrease of such products is mostly due to changes in distribution dynamics. Therefore, it is safe to assume that they will not be sustained for longer. Despite this, it is clear that consumers prefer cheaper cotton products whenever presented with a choice, so it is safe to expect a long-term decrease of prices.

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