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Country Report

Home Care in

Home Care in Bulgaria

59 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Home care records growth

Bulgarian household income and expenditure increased over the review period. The citizens of the largest cities across the country enjoyed improved standards of living and were prepared to spend more.

Produced for “foreigners” and sold in Bulgaria

Alternative retail outlets for home care multiplied in the large cities across the country. Beginning in 2008 as an alternative to popular retail outlets, entrepreneurs began to take day trips to nearby countries in order to purchase home care products in bulk.

Detergent brands the most active in advertising

Digitalisation changes the way people interact and their behaviour. An increasing number of consumers are spending large parts of their day on the internet or social networking, sharing opinions and experiences, and placing trust in opinion leaders.

Multi-purpose cleaners the first choice

Multi-purpose cleaners remain by far the most popular in Bulgaria and they continue to record growth as customers seek to simplify the cleaning process with systems which are both easier and safe to use. The Medix brand by Mexon is among the leaders due to its ease of use and convenience.

Consumers open to innovation

Bulgarian consumers typically adopt innovations rapidly, such as liquid detergents, capsules, multi-purpose cleaners and wet wipes, which some manufacturers have introduced to the Bulgarian market. Categories such as furniture polish wipes, introduced in 2014, liquid air fresheners, introduced in 2013, carpet fresheners and automatic dishwashing liquids all continue to perform well.

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Home Care Sample Report Home Care Sample Data

Overview

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.

Samples (FAQs about samples):

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Bulgaria for free:

The Home Care 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 Home Care in Bulgaria?
What are the major brands in Bulgaria?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Bulgaria?

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.

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Home Care in Bulgaria

EXECUTIVE SUMMARY

Home care records growth

Produced for “foreigners” and sold in Bulgaria

Detergent brands the most active in advertising

Multi-purpose cleaners the first choice

Consumers open to innovation

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Bulgaria

HEADLINES

PROSPECTS

Air pollution supports air care products

Price is not the leading factor in purchase decisions

Air care to continue to grow

COMPETITIVE LANDSCAPE

Strong recognition of the leaders

Exports an opportunity for development

Growth through innovation and investment in advertising

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Bulgaria

HEADLINES

PROSPECTS

Mature category

Consumer preferences turn to other categories

Bleach to stagnate in the forecast period

COMPETITIVE LANDSCAPE

Ace – the most promoted brand

Local players often without a brand

Domestic companies important

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Bulgaria

HEADLINES

PROSPECTS

Consumers seek effective solutions

Promotions are key in purchase decisions

Concentrated products drive the category

COMPETITIVE LANDSCAPE

Somat remains the leading brand

Finish leads advertising

Hand dishwashing – a place for domestic brands

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Bulgaria

HEADLINES

PROSPECTS

Health concerns over the category

Modern grocery retailers lead

Consumers continue to prefer spray/aerosol insecticides

COMPETITIVE LANDSCAPE

Johnson Wax Group the indisputable leader

International companies lead the category

Room for competition and growth in undeveloped categories

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Bulgaria

HEADLINES

PROSPECTS

Laundry care driven by branded products

Increasing preference for liquid detergents

Liquid tablet detergents grow, compact powder tablet detergents decline

COMPETITIVE LANDSCAPE

Constant advertising a key to success

Ficosota an aggressive player

New owner for a domestic company

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Bulgaria

HEADLINES

PROSPECTS

Well-known brands lead the category

Promotions the most important factors in purchase decisions

Pollution increases the requirement for polishes

COMPETITIVE LANDSCAPE

Undisputed leader for over a decade

Few domestic players, but with strong positions

Private label increases its share

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Bulgaria

HEADLINES

PROSPECTS

Multi-purpose cleaners to remain the largest category

Convenience to remain an important factor

Room for development of the smaller categories

COMPETITIVE LANDSCAPE

Unilever continues to lead

Unfair competition

Private label launches innovations

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Bulgaria

HEADLINES

PROSPECTS

Sales of toilet care to increase

User-friendliness drives sales

Convenience to drive product development and sales

COMPETITIVE LANDSCAPE

The leader drives innovation

Henkel remains among the leaders

Domestic players do not exploit the potential of the category

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Bulgaria

New Report Guarantee

Executive Summary

New Report Guarantee

Home care records growth

Produced for “foreigners” and sold in Bulgaria

Detergent brands the most active in advertising

Multi-purpose cleaners the first choice

Consumers open to innovation

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Bulgaria

EXECUTIVE SUMMARY

Home care records growth

Produced for “foreigners” and sold in Bulgaria

Detergent brands the most active in advertising

Multi-purpose cleaners the first choice

Consumers open to innovation

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Bulgaria

HEADLINES

PROSPECTS

Air pollution supports air care products

Price is not the leading factor in purchase decisions

Air care to continue to grow

COMPETITIVE LANDSCAPE

Strong recognition of the leaders

Exports an opportunity for development

Growth through innovation and investment in advertising

CATEGORY DATA

Bleach in Bulgaria

HEADLINES

PROSPECTS

Mature category

Consumer preferences turn to other categories

Bleach to stagnate in the forecast period

COMPETITIVE LANDSCAPE

Ace – the most promoted brand

Local players often without a brand

Domestic companies important

CATEGORY DATA

Dishwashing in Bulgaria

HEADLINES

PROSPECTS

Consumers seek effective solutions

Promotions are key in purchase decisions

Concentrated products drive the category

COMPETITIVE LANDSCAPE

Somat remains the leading brand

Finish leads advertising

Hand dishwashing – a place for domestic brands

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Bulgaria

HEADLINES

PROSPECTS

Health concerns over the category

Modern grocery retailers lead

Consumers continue to prefer spray/aerosol insecticides

COMPETITIVE LANDSCAPE

Johnson Wax Group the indisputable leader

International companies lead the category

Room for competition and growth in undeveloped categories

CATEGORY DATA

Laundry Care in Bulgaria

HEADLINES

PROSPECTS

Laundry care driven by branded products

Increasing preference for liquid detergents

Liquid tablet detergents grow, compact powder tablet detergents decline

COMPETITIVE LANDSCAPE

Constant advertising a key to success