Executive Summary

Feb 2019
PROSPECTS
Hand dishwashing dominates

Hand dishwashing dominated in value and volume terms in 2018, and it is expected that over the forecast period this will continue, although automatic dishwashing will gain share. According to the National Statistics Institute, in 2017, only 10% of the Bulgarian population owned a dishwasher, which was higher than in the previous year.

Hand dishwashing sees enhanced formulae to provide easier cleaning and skin care

Volume growth was slower than current value growth in hand dishwashing in the review period. This phenomenon is because formulae are becoming more concentrated so that consumers can wash more dishes using less product.

Dishwashing tablets are preferred in automatic dishwashing

Automatic dishwashing tablets was the preferred product type within automatic dishwashing in 2018. The reason is that it is the only format advertised extensively on television, and consumers are well-aware of how to use the product and its benefits.

COMPETITIVE LANDSCAPE
Henkel Bulgaria maintains its lead

Henkel Bulgaria maintained its lead in dishwashing in value terms throughout the review period. This was due to the good performance of the brand Somat in particular, and also Pur.

Ficosota Syntez maintains second place

Ficosota Syntez is a Bulgarian producer which exports to over 65 markets. It has food and non-food divisions and is growing every year.

Mexon’s Medix brand leads hand dishwashing

Mexon is a major Bulgarian producer of home care products. Its most famous brand is Medix.

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Dishwashing in Bulgaria

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Overview

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

The Dishwashing in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends  
  • 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 Dishwashing in Bulgaria?
  • What are the major brands in Bulgaria?
  • What is the dishwasher penetration rate in Bulgaria?
  • What are the key new product launches in the dishwashing products market?

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 Home Care market research database.

Dishwashing in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Hand dishwashing dominates
Hand dishwashing sees enhanced formulae to provide easier cleaning and skin care
Dishwashing tablets are preferred in automatic dishwashing

COMPETITIVE LANDSCAPE

Henkel Bulgaria maintains its lead
Ficosota Syntez maintains second place
Mexon’s Medix brand leads hand dishwashing

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Care in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Home care sees stable value and volume growth
Economic growth has a positive effect on home care
The leading players maintain their positions
New product developments will continue to stimulate growth
Home care is expected to continue growing over the forecast period

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

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

SOURCES

Summary 1 Research Sources