Executive Summary

Oct 2019
PROSPECTS
Value growth in dietary supplements supported by the premiumisation trend

Very strong growth was registered in dietary supplements in 2019 and this can be attributed mainly to the increasing demand for particularly expensive types of products. These premium dietary supplements are usually highly targeted and promise high quality standards as well as noticeable results.

Probiotic supplements continues to drive growth across dietary supplements

Probiotic supplements registered slower growth in 2019 due to the category approaching the maturity. However, probiotic supplements remains the main driver of growth in dietary supplements.

Positioning becomes increasingly important as the consumer base widens

Niche categories with strong growth potential continue to emerge in dietary supplements. The main factor underpinning this trend is that consumers are becoming increasingly sophisticated and discerning in their dietary supplement choices, which can in turn be linked to their rising incomes and higher expectations.

COMPETITIVE LANDSCAPE
International brands remain in control of sales, recording strong growth in 2019

International brands continue to generate the bulk of sales in dietary supplements in 2019, with local names holding only niche positions in certain categories. Moreover, international brands continue to register the strongest growth rates as they have more successfully tapped into the emerging consumer trend for more targeted products that offer clear results.

Direct selling continues to gain ground in dietary supplements

as in vitamins, sales dietary settlements are increasingly accounted for by direct selling companies. Direct selling is becoming more popular in Bulgaria as it wept since a way of obtaining the highest coffee products at prices which are fairly reasonable in comparison with store-based retail channels: another factor spurring growth in dietary supplements through direct selling is that many of the products in the category are highly targeted, which gives direct selling company is an advantage as the direct contact between their sales agents and customers enables them to consult with the client base and deliver products which very closely conform to their wants and needs.

Media advertising campaigns remain essential for success in dietary settlements

2019 saw the leading players in dietary supplements continue to invest higher amounts in media advertising campaigns to promote their products to a wider audience. Central to these efforts have been television advertising campaigns, with the scheduling of spots carefully organised by reference to individual brand positioning.

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Dietary Supplements in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dietary Supplements 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 Dietary Supplements industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dietary Supplements 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 Dietary Supplements in Bulgaria?
  • What are the major brands in Bulgaria?
  • Are combination products with acetaminophen still popular?

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 Consumer Health market research database.

Dietary Supplements in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Value growth in dietary supplements supported by the premiumisation trend
Probiotic supplements continues to drive growth across dietary supplements
Positioning becomes increasingly important as the consumer base widens

COMPETITIVE LANDSCAPE

International brands remain in control of sales, recording strong growth in 2019
Direct selling continues to gain ground in dietary supplements
Media advertising campaigns remain essential for success in dietary settlements

CATEGORY DATA

Table 1 Sales of Dietary Supplements by Category: Value 2014-2019
Table 2 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 3 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 5 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 6 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 7 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Consumer Health in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Consumer health continues to benefit from economic develop and rising incomes
Limited spending power continues to suppress sales growth
The industry remains highly consolidated, with tight regulation stifling competition
Growth is recorded in internet retailing as online shopping begins to take off
Moderate sales growth expected in consumer health over the forecast period

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources