Home Care in Bulgaria

Home Care in Bulgaria

EXECUTIVE SUMMARY

A move towards more premium products prompts strong value growth in home care

Economic growth has a positive effect

The leading players, both local and multinational, 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 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Care in Bulgaria

HEADLINES

PROSPECTS

Growth in air care is driven mostly by electric air fresheners

Car and candle air fresheners also see steady growth

Spray/aerosol format continues to account for the biggest value share

COMPETITIVE LANDSCAPE

Air care is dominated by international brands; Ambi-Pur performs particularly well

Balev Corp increases its lead in car air fresheners

Local hand-made candles create competition for branded products

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Air Care: % Value 2015-2019
Table 14 LBN Brand Shares of Air Care: % Value 2016-2019
Table 15 Forecast Sales of Air Care by Category: Value 2019-2024
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Bleach in Bulgaria

HEADLINES

PROSPECTS

Competition from other categories hampers growth

Bleach is mainly used for cleaning bathrooms

Consumers prefer scented bleach over the classic version

COMPETITIVE LANDSCAPE

Ace maintains its long-standing lead

Local brands perform well due to their low prices

The importance of advertising demonstrated by Ace

CATEGORY DATA

Table 17 Sales of Bleach: Value 2014-2019
Table 18 Sales of Bleach: % Value Growth 2014-2019
Table 19 NBO Company Shares of Bleach: % Value 2015-2019
Table 20 LBN Brand Shares of Bleach: % Value 2016-2019
Table 21 Forecast Sales of Bleach: Value 2019-2024
Table 22 Forecast Sales of Bleach: % Value Growth 2019-2024

Dishwashing in Bulgaria

HEADLINES

PROSPECTS

Automatic dishwashing sees a rising share of sales

Hand dishwashing also sees rising sales thanks to value-added features

Strong growth set to continue, especially in automatic dishwashing

COMPETITIVE LANDSCAPE

Henkel Bulgaria maintains its lead, followed by Ficosota Syntez

Players leverage partnerships and new launches

Mexon’s Medix brand leads hand dishwashing but the private label share is rising

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2014-2019
Table 25 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 27 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 28 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Home Insecticides in Bulgaria

HEADLINES

PROSPECTS

Electric insecticides sees the most dynamic value growth

Spray/aerosol insecticides are preferred, but electric insecticides sees higher growth

Challenge from alternative products and professional extermination companies

COMPETITIVE LANDSCAPE

Johnson Wax Group remains the undisputed leader due to consumer trust

The Killtox brand maintains strong growth due to low price and marketing

More than half of sales are through supermarkets and hypermarkets

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2014-2019
Table 31 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 32 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 33 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 34 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 35 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 36 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Laundry Care in Bulgaria

HEADLINES

PROSPECTS

Bulgarians buy more laundry care products but are not brand-loyal

The value share of laundry detergents is increasing

More notable health and wellness trend in laundry care

COMPETITIVE LANDSCAPE

Procter & Gamble Bulgaria leads with well-established brands

Local players remain innovative

Private label lines struggle against cheaper alternatives and internet retailing

CATEGORY INDICATORS

Table 37 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 38 Sales of Laundry Care by Category: Value 2014-2019
Table 39 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 40 Sales of Laundry Aids by Category: Value 2014-2019
Table 41 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 42 Sales of Laundry Detergents by Category: Value 2014-2019
Table 43 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 44 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 45 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 46 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 47 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 48 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 49 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 50 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 51 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Polishes in Bulgaria

HEADLINES

PROSPECTS

Shoe polish maintains the highest sales and growth

Growth in furniture polish boosted by the rise in rental properties

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

COMPETITIVE LANDSCAPE

Pronto remains the leading brand as it is synonymous with polishes

Medix is a local brand in the top three in polishes

The leaders in shoe polish remain unchanged

CATEGORY DATA

Table 52 Sales of Polishes by Category: Value 2014-2019
Table 53 Sales of Polishes by Category: % Value Growth 2014-2019
Table 54 NBO Company Shares of Polishes: % Value 2015-2019
Table 55 LBN Brand Shares of Polishes: % Value 2016-2019
Table 56 Forecast Sales of Polishes by Category: Value 2019-2024
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in Bulgaria

HEADLINES

PROSPECTS

Multi-purpose cleaners continues to dominate, and this will continue

Environmental concerns set to lead to new launches

Changing consumer habits contribute to growth

COMPETITIVE LANDSCAPE

Unilever maintains its lead due to marketing activities and new launches

Strong performances by local brands

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

CATEGORY DATA

Table 58 Sales of Surface Care by Category: Value 2014-2019
Table 59 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 62 NBO Company Shares of Surface Care: % Value 2015-2019
Table 63 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 64 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 65 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 66 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in Bulgaria

HEADLINES

PROSPECTS

Strong growth for toilet care thanks to rising disposable incomes

Rim blocks gains value share despite already being the largest category

With low per capita consumption, growth opportunities remain

COMPETITIVE LANDSCAPE

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

New launches with different features and formats maintain dynamism

Eco and bio products attract higher-income consumers

CATEGORY DATA

Table 68 Sales of Toilet Care by Category: Value 2014-2019
Table 69 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 70 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 71 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 72 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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