Home-based photoepilation is becoming very popular in Bulgaria due to the increased availability and accessibility of the technology. The new photoepilation devices are trendy and appealing to millennials and generation Z as they offer efficient, painless hair removal at an affordable price.
Women’s pre-shave is a very niche category that struggled in the past due to the items being easy to substitute with products that have similar features and better prices, such as body wash/shower gel. In the forecast period, however, there will be a growing preference for personalised products amongst female consumers and increased availability, which will stimulate interest in pre-shave products designed for women.
With the rising travel culture and dynamic urban lifestyle in Bulgaria, consumers increasingly value products that save time and offer convenience. Women’s razors and blades was therefore the most preferred category in depilatories in 2018, generating stable sales growth.
In 2018, local brand owner Bilka Lifestyle entered depilatories with its new brand line Batist.
The category is strongly led by the Gillette brand in the premium segment. However, sales growth opportunities in women’s shaving have encouraged further brand owners to expand in the segment.
The adult male consumer base living in the main cities is viewed as having high potential by brand owners in hair removers/bleaches. The painless and longer-lasting effect of these items are increasingly attractive to men consumers who are attuned to fashion and beauty trends.
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This industry report originates from Passport, our Beauty and Personal Care market research database.