Dishwashing in Bulgaria

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.

Files are delivered directly into your account within a few minutes of purchase.