Executive Summary

Feb 2019
PROSPECTS
Massive insect invasions are still dealt with by professionals

When there is a massive invasion of insects, especially in large areas such as apartment blocks, inhabitants prefer to use professionals to handle the problem. This is usually in cities, where people do not have the time to fight insects themselves.

Spray/aerosol insecticides are preferred by Bulgarian consumers

Spray/aerosol insecticides accounted for approximately half of overall value sales of home insecticides in 2018. The reason is that such products have almost immediate results compared with insecticide baits or electric insecticides.

Electric insecticides sees the most dynamic value growth

In 2018, the most dynamic current value growth was seen by electric insecticides. Such products are perceived by consumers as being less detrimental to human health compared with sprays, for example, because of the lack of risk of inhaling the substance.

COMPETITIVE LANDSCAPE
Johnson Wax Group remains the undisputed leader

Johnson Wax Group was the undisputed leader in home insecticides in value terms in 2018, with its Raid brand leading and Baygon second. Both brands saw strong growth in electric home insecticides, due to massive advertising campaigns during spring and summer 2018, including television commercials, which increased product awareness.

The Killtox brand is set to take third place

Killtox was the third brand in home insecticides in 2018, climbing one place compared with 2017. The brand does not have advertising support, but its price is almost half that of Raid and sells at a slightly lower price than Baygon.

More than half of sales are through supermarkets and hypermarkets

Supermarkets and hypermarkets increased their sales and shares in 2018, accounting for more than half of value sales of home insecticides in 2018. The reason is the strong promotional activities in these channels.

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Home Insecticides in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Insecticides 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 Insecticides industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Insecticides 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 Insecticides in Bulgaria?
  • What are the major brands in Bulgaria?
  • Which type of insects (eg. ants, mosquitoes, flies, cockroaches etc) are most prevalent in Bulgaria?
  • What are the key new product launches in the insecticides market?

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.

Home Insecticides in Bulgaria - Category analysis

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 1 Sales of Home Insecticides by Category: Value 2013-2018
Table 2 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 3 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 4 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 5 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 6 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 7 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Home Care in Bulgaria - Industry Overview

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 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources