Laundry care recorded strong retail current value in 2020, as a result rising concerns about hygiene coupled with price increases - concentrated products are pricier. Although during lock-down people stayed at home more and had less dirty laundry, as restrictions eased, there was a greater consumption of laundry care products.
Eco trends were highly visible in laundry care in 2020, thanks to greater awareness of responsible consumerism. EcoLabel Certification was very common, and was encouraged by the European union, of which Bulgaria remains a member.
Multinational Procter & Gamble Bulgaria EOOD continued to lead laundry care in current value terms in 2020. It has a presence in both laundry detergents and liquid fabric softeners with the brands Ariel, Tide, Bonux, Fairy and Lenor.
The growth of specialised products such as colour safe laundry bleach, laundry disinfectants seen in 2020 will continue, as will consumer preoccupation with hygiene and disinfection in the wake of the COVID-19 pandemic.
The refill stores that began opening in the big cities in Bulgaria in 2020 will continue to expand over the forecast period as eco-consumerism gains traction and Bulgarians seek to minimise their plastic footprint. There will be heavy investment in marketing and promotion to drive interest and stimulate growth in this type of channel as players seek to signal their environmental credentials.
Over the forecast period, there is likely to be an expansion of direct sellers, and new entry Prouve Bulgaria has significant potential for growth. Direct selling in Bulgaria is well developed, and will benefit from ongoing economic uncertainty, as Bulgarians, especially the digital generation, increasingly value opportunities for self-employment and additional income.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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