Home Care in Bulgaria

Home Care in Bulgaria

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Rising concerns about hygiene and price increases see laundry care record strong current value growth

Eco trends grow in popularity in 2020, as Bulgarians value responsible consumerism

Procter & Gamble Bulgaria leads with its well-established brands

RECOVERY AND OPPORTUNITIES

Players will need to offer value for money and innovative product development in a competitive field

Sustainability concerns will drive growth in refill stores in the future

Direct selling will benefit from ongoing economic uncertainty

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Increased consumption and price hikes see volume and value growth in dishwashing in 2020

Rise in automatic dishwashing habits and changes in eating habits drive growth in 2020

Henkel Bulgaria maintains its lead in 2020, as Ficosota Syntez plays catch up

RECOVERY AND OPPORTUNITIES

Cash-strapped consumers will prioritise value for money in the future

Automatic dishwashing will see growth as more consumers buy dishwashers

Hand dishwashing can benefit from value-added features

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Home care disinfectants sees exceptional growth as consumers maintain scrupulous hygiene practices in 2020

Sustainability trends drive growth in refill services, eco brands and added value products in 2020

Unilever maintains its lead thanks to marketing activities and new launches

RECOVERY AND OPPORTUNITIES

E-commerce will continue to gain momentum across the forecast period

Niche categories have opportunities for growth as hygiene trends continue

Multi-purpose cleaners will gain share at the expense of wash and wax floor cleaners in the future

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Bulgarians value bleach as a low-priced and efficient disinfectant in 2020

Local brands perform well in 2020 due to their low prices and widespread availability

Ace maintains its long-standing lead in a fragmented arena

RECOVERY AND OPPORTUNITIES

Bleach has limited opportunities for growth as more gentle home care products become available

Domestic players will retain popularity in bleach thanks to good reputations and affordable prices

Consumers will opt for scented bleach over classic varieties

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Rim blocks and rim liquids drive growth in 2020 as consumers step up home hygiene habits

E-commerce, hypermarkets and supermarkets gain share in 2020

Bref maintains its lead in toilet care thanks to its wide product range

RECOVERY AND OPPORTUNITIES

Ongoing economic uncertainty will see discounted products remain popular

Toilet liquids will record current value growth and see innovation in eco-friendly products

With low per capita consumption, growth opportunities remain

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Pronto remains the leading brand as it is synonymous with polishes in Bulgaria

Polishes impacted by changes in consumer trends in 2020

Local brand Medix retains third ranking in polishes in 2020

RECOVERY AND OPPORTUNITIES

Competing categories likely to hamper the growth of furniture and floor polish

Property sales and holiday lets will boost value growth of polish in the future

Environmental concerns will drive product development in polishes in the future

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Air care is dominated by international brands in 2020

Natural air care products see increasing sales among affluent and health-conscious consumer groups

Demand for air care remains stable in 2020 as more Bulgarians spent time indoors

RECOVERY AND OPPORTUNITIES

Car air fresheners will bounce back quickly from the pandemic as travel restrictions ease

‘Green wave’ will see consumers opt for more natural air care products in the future

Growing urban population will drive growth in electric air fresheners

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Home insecticides sees stable performance as more Bulgarians spend time at home in 2020

Johnson Wax Group remains the undisputed leader thanks to consumer loyalty

Expansion of brands across the price spectrum in 2020

RECOVERY AND OPPORTUNITIES

Although pest control services pose a threat, changing consumer lifestyles will continue to drive growth in home insecticides

Climate change may boost sales of insecticides over the forecast period

Johnson Wax Group will retains its strong lead in home insecticides, while channel shifts offer opportunities for growth

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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