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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
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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