Executive Summary

Jun 2019
PROSPECTS
Home-based photoepilation limits demand for hair removers/bleaches

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 viewed as having high potential

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.

The need to save time drives demand in the category

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.

COMPETITIVE LANDSCAPE
Bilka Lifestyle expands into depilatories in 2018

In 2018, local brand owner Bilka Lifestyle entered depilatories with its new brand line Batist.

Beiersdorf Bulgaria enters woman’s razors and blades

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.

Brand owners focus on customised products for men

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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Depilatories in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Depilatories industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Bulgaria?
  • What are the major brands in Bulgaria?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Depilatories in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Home-based photoepilation limits demand for hair removers/bleaches
Women’s pre-shave is viewed as having high potential
The need to save time drives demand in the category

COMPETITIVE LANDSCAPE

Bilka Lifestyle expands into depilatories in 2018
Beiersdorf Bulgaria enters woman’s razors and blades
Brand owners focus on customised products for men

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Growing consumer spending in beauty and personal care fostered by innovation and new launches
Pharma cosmetics grow in popularity
International players achieve great results in 2018
Retailers expanding private label presence in beauty and personal care
Alternative niche brands gaining in significance thanks to internet retailing

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources