Home Care in Bulgaria

February 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Bulgaria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Bulgaria?
  • Which are the leading brands in Home Care in Bulgaria?
  • How are products distributed in Home Care in Bulgaria?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Bulgaria

EXECUTIVE SUMMARY

Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2019-2026 Chart 2 Home Care Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1 Households 2016-2021

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2016-2021 Table 3 Sales of Home Care by Category: % Value Growth 2016-2021 Table 4 NBO Company Shares of Home Care: % Value 2017-2021 Table 5 LBN Brand Shares of Home Care: % Value 2018-2021 Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021 Table 7 Distribution of Home Care by Format: % Value 2016-2021 Table 8 Distribution of Home Care by Format and Category: % Value 2021 Table 9 Forecast Sales of Home Care by Category: Value 2021-2026 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Bulgaria

KEY DATA FINDINGS

2021 DEVELOPMENTS

Sustainable growth in laundry care driven by consumers’ increased preoccupation with hygiene
Liquid formulas continue to drive growth in laundry care for reasons of convenience and storage
All-in-one products in laundry care growing in popularity mainly out of economic concerns

PROSPECTS AND OPPORTUNITIES

Eco green products will continue to expand and drive value growth in laundry care
Marketing and promotion will increase even more to attract consumers seeking better value for money
E-commerce is expected to see strong development as consumers value the convenience, deals and time saving of shopping online

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2016-2021

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2016-2021 Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021 Table 14 Sales of Laundry Aids by Category: Value 2016-2021 Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021 Table 16 Sales of Laundry Detergents by Category: Value 2016-2021 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021 Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021 Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021 Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021 Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021 Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021 Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

Dishwashing in Bulgaria

KEY DATA FINDINGS

2021 DEVELOPMENTS

Automatic dishwashing maintains outstanding growth linked to consumers spending more time at home and the associated rise in dishwasher possession
Baby and child-specific dishwashing products gain popularity within hand dishwashing
Private label continues to grow in 2021 due to constraints on household budgets

PROSPECTS AND OPPORTUNITIES

Rising price sensitivity and demand will sustain high marketing and promotion
E-commerce to remain the fastest growing channel with consumers attracted to online promotions and the convenience of shopping online
Accelerating growth is forecast for automatic dishwashing as dishwasher ownership increases

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2016-2021 Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021 Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021 Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021 Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

Surface Care in Bulgaria

KEY DATA FINDINGS

2021 DEVELOPMENTS

Outstanding growth of home care disinfectants continues in 2021 due to consumers’ pandemic-induced concern with hygiene
Multi-purpose products continue to rise for their convenient and space saving characteristics
Growing demand for home appliances and garden and furniture stores drive sales in surface care

PROSPECTS AND OPPORTUNITIES

Accelerated growth of e-commerce expected in the forecast period
Polarised consumption expected as a result of the post-pandemic economic situation alongside demand for higher-value products
Eco green wave will continue to gain popularity in surface care

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2016-2021 Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021 Table 37 NBO Company Shares of Surface Care: % Value 2017-2021 Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021 Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

Bleach in Bulgaria

KEY DATA FINDINGS

2021 DEVELOPMENTS

Slowdown in bleach in 2021 following peak growth in the first waves of the pandemic
Positive growth in bleach is sustained by its convenient price
Larger pack sizes continue to drive volume sales in bleach

PROSPECTS AND OPPORTUNITIES

Further slowdown projected for bleach in the forecast period as consumers shift to antibacterial and disinfecting surface care and toilet care products
Local producers likely to increase their share following consumers’ growing price sensitivity
Quest for convenience and safety to continue limiting the popularity of bleach among younger consumers

CATEGORY DATA

Table 43 Sales of Bleach: Value 2016-2021 Table 44 Sales of Bleach: % Value Growth 2016-2021 Table 45 NBO Company Shares of Bleach: % Value 2017-2021 Table 46 LBN Brand Shares of Bleach: % Value 2018-2021 Table 47 Forecast Sales of Bleach: Value 2021-2026 Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026

Toilet Care in Bulgaria

KEY DATA FINDINGS

2021 DEVELOPMENTS

ITBs remains the key growth driver in toilet care in 2021
Increased investment in properties and renovation sustains growth in toilet care
Preoccupation with hygiene and disinfection continues to drive demand in toilet care in 2021

PROSPECTS AND OPPORTUNITIES

Strong outlook for toilet care in the forecast period with consumers’ focus solidly on hygiene while staying at home
Multinational brands will continue drive value growth with head-to-head competition between the leaders bringing new launches and additional marketing
Private label expected to emerge in the long term due to consumers’ rising price sensitivity and the development of a broader range of private label toilet care

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2016-2021 Table 50 Sales of Toilet Care by Category: % Value Growth 2016-2021 Table 51 NBO Company Shares of Toilet Care: % Value 2017-2021 Table 52 LBN Brand Shares of Toilet Care: % Value 2018-2021 Table 53 Forecast Sales of Toilet Care by Category: Value 2021-2026 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026

Polishes in Bulgaria

KEY DATA FINDINGS

2021 DEVELOPMENTS

Furniture polish’s sustainable growth driven by sharper focus on home cleaning and hygiene
Continuous decline in metal polish due to dynamic development of multi-surface cleaners
Floor polish faces limited growth due to the popularity of alternative floorings

PROSPECTS AND OPPORTUNITIES

Shoe polish expected to see recovery in the post-pandemic period as Bulgarians return to offices, entertainment venues and on-trade establishments
Furniture polish to maintain high potential in the forecast period boosted by an expanding property market and consumers focusing more on their homes
E-commerce to stimulate demand for polishes in the forecast period with products easily accessible via the internet and social media

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2016-2021 Table 56 Sales of Polishes by Category: % Value Growth 2016-2021 Table 57 NBO Company Shares of Polishes: % Value 2017-2021 Table 58 LBN Brand Shares of Polishes: % Value 2018-2021 Table 59 Forecast Sales of Polishes by Category: Value 2021-2026 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2021-2026

Air Care in Bulgaria

KEY DATA FINDINGS

2021 DEVELOPMENTS

Car air fresheners recovers in 2021 as a key growth driver in air care
Candle air fresheners’ strong performance driven by home seclusion and quest for natural products
Electric air fresheners sees a stable performance in 2021 as the leading multinationals maintain intensive promotion

PROSPECTS AND OPPORTUNITIES

Electric aroma diffusers set for continuous growth posing competition to some types of air care products
Lasting focus on home comfort and ambience to sustain stable demand for air care
E-commerce’s dynamic growth set to be an enabler for air care

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2016-2021 Table 62 Sales of Air Care by Category: % Value Growth 2016-2021 Table 63 Sales of Air Care by Fragrance: Value Ranking 2019-2021 Table 64 NBO Company Shares of Air Care: % Value 2017-2021 Table 65 LBN Brand Shares of Air Care: % Value 2018-2021 Table 66 Forecast Sales of Air Care by Category: Value 2021-2026 Table 67 Forecast Sales of Air Care by Category: % Value Growth 2021-2026

Home Insecticides in Bulgaria

KEY DATA FINDINGS

2021 DEVELOPMENTS

Dynamic growth in the countryside property market sustains healthy interest in home insecticides
Sprays remain the most popular and fastest growing format thanks to their efficacy and convenience
Revival of domestic summer season in Bulgaria benefits electric insecticides

PROSPECTS AND OPPORTUNITIES

Home seclusion and the quest for privacy in tourism to drive demand in home insecticides in the forecast period
Development of professional pest control services will have a slight limiting effect on the growth of home insecticides in the forecast period
Climate change turns the category into one of high potential

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2016-2021 Table 69 Sales of Home Insecticides by Category: % Value Growth 2016-2021 Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021 Table 71 NBO Company Shares of Home Insecticides: % Value 2017-2021 Table 72 LBN Brand Shares of Home Insecticides: % Value 2018-2021 Table 73 Forecast Sales of Home Insecticides by Category: Value 2021-2026 Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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