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Country Report

Home Care in

Home Care in Bulgaria

Feb 2019

US$2,650

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Executive Summary

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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 sees stable value and volume growth

In 2018, home care recorded stable growth, with some categories flourishing and others lagging behind. The categories that posted development tended to be those which were the most advertised; consumers were well-aware of these products, and the convenience of using them to carry out home care tasks appealed.

Economic growth has a positive effect on home care

A major factor positively impacting home care in 2018 was Bulgarians’ increasing disposable incomes. As the economy flourished, consumers were increasingly likely to pay more for products which offered either better quality or special care, boosting the convenience trend.

The leading players maintain their positions

The leading players in home care maintained their positions in 2018. However, the situation in Bulgaria is quite interesting, because two of the five leading companies are actually local producers: Ficosota Syntez and Mexon, whilst the others are well-known international conglomerates: Procter & Gamble, Henkel and Johnson Wax Group.

New product developments will continue to stimulate growth

As Bulgarians’ disposable incomes rise and the convenience trend strengthens, consumers are seeking products that have enhanced formulae, provide additional benefits and save time and effort, as well offering higher quality. Consumers are already paying more in order to receive more in return.

Home care is expected to continue growing over the forecast period

It is expected that the economic environment will continue improving in Bulgaria during the forecast period, which will positively affect home care. Consumers are expected to continue searching for higher-quality products that have higher unit prices, thus stimulating value growth.

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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.

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

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 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 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Bulgaria

HEADLINES

PROSPECTS

Growth in air care is driven mostly by electric air fresheners

The spray/aerosol format continues to account for the biggest value share

Candle air fresheners sees slow growth

COMPETITIVE LANDSCAPE

Air care is dominated by international players in 2018

Balev Corp leads car air fresheners

Local hand-made candles create competition for branded products

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Bulgaria

HEADLINES

PROSPECTS

Consumers prefer scented bleach over the classic version

The main uses of bleach

Other common uses

COMPETITIVE LANDSCAPE

Ace maintains its lead in 2018

Numerous Bulgarian producers fight to increase their sales

The importance of advertising

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Bulgaria

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 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Bulgaria

HEADLINES

PROSPECTS

Massive insect invasions are still dealt with by professionals

Spray/aerosol insecticides are preferred by Bulgarian consumers

Electric insecticides sees the most dynamic value growth

COMPETITIVE LANDSCAPE

Johnson Wax Group remains the undisputed leader

The Killtox brand is set to take third place

More than half of sales are through supermarkets and hypermarkets

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Bulgaria

HEADLINES

PROSPECTS

Bulgarians start buying more laundry care products but are not brand-loyal

The value share of laundry detergents is increasing within laundry care

The share of laundry aids drops, but spot and stain removers is set to support sales

COMPETITIVE LANDSCAPE

Procter & Gamble Bulgaria leads

A local player is in second position

Private label lines struggle against cheaper alternatives

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Bulgaria

HEADLINES

PROSPECTS

Shoe polish accounts for the biggest share in polishes

The share of floor polish is set to decline

The shares of furniture and metal polish decline

COMPETITIVE LANDSCAPE

Pronto remains the leading polishes brand

Medix is a local brand in the top three in polishes

The three leaders in shoe polish remain unchanged

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Bulgaria

HEADLINES

PROSPECTS

Task-specific cleaners are on the rise

Increased interest in disinfectants, especially non-chlorine products

Home care wipes is set to continue its rapid growth due to convenience

COMPETITIVE LANDSCAPE

Unilever maintains its lead due to marketing activities and NPDs

Mexon is second in surface care

Private label surface care lines enjoy stable growth but a low value share

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Bulgaria

HEADLINES

PROSPECTS

Overall growth for toilet care in 2018

Rim liquids starts to gain value share

Toilet care tablets/powders sees the most dynamic growth in 2018

COMPETITIVE LANDSCAPE

Bref is the leading brand in toilet care

Domestos wins Product of the Year with its new rim liquid

Medix leads toilet liquids/foam

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Bulgaria

New Report Guarantee

Executive Summary

New Report Guarantee

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

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 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

MARKET DATA

SOURCES

Air Care in Bulgaria

HEADLINES

PROSPECTS

Growth in air care is driven mostly by electric air fresheners

The spray/aerosol format continues to account for the biggest value share

Candle air fresheners sees slow growth

COMPETITIVE LANDSCAPE

Air care is dominated by international players in 2018

Balev Corp leads car air fresheners

Local hand-made candles create competition for branded products

CATEGORY DATA

Bleach in Bulgaria

HEADLINES

PROSPECTS

Consumers prefer scented bleach over the classic version

The main uses of bleach

Other common uses

COMPETITIVE LANDSCAPE

Ace maintains its lead in 2018

Numerous Bulgarian producers fight to increase their sales

The importance of advertising

CATEGORY DATA

Dishwashing in Bulgaria

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

CATEGORY DATA

Home Insecticides in Bulgaria

HEADLINES

PROSPECTS

Massive insect invasions are still dealt with by professionals

Spray/aerosol insecticides are preferred by Bulgarian consumers

Electric insecticides sees the most dynamic value growth

COMPETITIVE LANDSCAPE

Johnson Wax Group remains the undisputed leader

The Killtox brand is set to take third place

More than half of sales are through supermarkets and hypermarkets

CATEGORY DATA

Laundry Care in Bulgaria

HEADLINES

PROSPECTS

Bulgarians start buying more laundry care products but are not brand-loyal

The value share of laundry detergents is increasing within laundry care

The share of laundry aids drops, but spot and stain removers is set to support sales

COMPETITIVE LANDSCAPE

Procter & Gamble Bulgaria leads