Deodorants in Bulgaria

PROSPECTS

Increasing product variety drives consumption of deodorants

Enlarged product variety and availability through retailers stimulated consumers to purchase deodorants more frequently in 2018. Private label expanded significantly in the category following increased consumer spending on personal care.

Health and wellness trends impact deodorants

Consumers are becoming more educated and aware about deodorant ingredients and their impact on their skin. Brand owners are therefore increasingly positioning their products as being “free from” certain ingredients, eg alcohol/spirit and fragrance.

Heavy promotional activity from large multinationals helps sustain stable growth

Value for money remained a prime purchasing motivator in 2018 as Bulgarians demonstrated a low level of loyalty to brands in deodorants. Due to their high price-sensitivity, consumers purchased during promotional periods and selected brands perceived as the best available.

COMPETITIVE LANDSCAPE

Multinationals focus on innovation

The deodorants category in Bulgaria is dominated by international players. Promotional activity and marketing budgets play an important role in driving interest and demand.

Sarantis Bulgaria launches a new unisex deodorant

In 2018 Sarantis Bulgaria leveraged the growing popularity of oriental unisex fragrances in its new product, Tesori D’Oriente, in deodorants. The new launch is positioned in the upper-mass segment and features an enhanced scent.

Niche brand owners’ growing popularity is driven by the health wave

In 2018, health and wellness trends amongst urban consumers facilitated increased demand for “clean” formulas in personal care products such as deodorants. Although efficacy remained highly valued, products that featured free-from formulas were increasingly trusted and preferred by consumers.

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