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.
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.
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.
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 is a Bulgarian producer which exports to over 65 markets. It has food and non-food divisions and is growing every year.
Mexon is a major Bulgarian producer of home care products. Its most famous brand is Medix.
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This industry report originates from Passport, our Home Care market research database.