The COVID-19 pandemic in 2020 drove outstanding growth of immune support combination herbal/traditional dietary supplements. Aviron Rapid and Resista Protect by Neopharm Bulgaria, as well as single herbal/traditional dietary supplements like garlic and echinacea, also recorded a strong performance.
Herbal medicine is deeply rooted in traditional Bulgarian culture. Following the green wave and growing interest in products close to nature, herbal/traditional remedies are enjoying increased demand.
International players continue to expand their range of herbal-based consumer health products in Bulgaria, in order to cater to the preference among local consumers for more natural products. Consumers often stick to well trusted and well-known brands in the increasingly saturated vitamins and dietary supplements product area, with herbal/traditional products leader, Walmark Bulgaria, retaining its top position.
Herbal/traditional topical analgesics demonstrated strong growth at the end of the review period and further growth is expected over the forecast period due to the increasingly dynamic lifestyles of the urban population, as well as greater awareness amongst older consumers about products that improve their quality of life. Bulgarians are becoming more mindful of products’ ingredients and side effects.
The sedentary lifestyle of older Bulgarians, stress and unhealthy diets is set to benefit future sales of herbal/traditional digestive remedies, which will record the fastest growth to 2026. Consumer interest in natural formulas incorporating herbal ingredients is rising, driving demand in the category, particularly amongst the urban population with higher purchasing power who are increasingly experiencing digestive issues due to their busy everyday lives and stress.
Rising consumer awareness and interest in herbal alternative medicine is a sustainable trend which has been further boosted by COVID-19 and modern health challenges associated with industrial food, pollution and the extensive use of chemicals in consumer products. Mass modern production methods in every aspect of life are increasingly questioned regarding ethical principles, sustainability and their long-term effect on human health.
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Understand the latest market trends and future growth opportunities for the Herbal/Traditional Products industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Herbal/Traditional Products research and analysis database.
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