Further growth is expected in mass beauty and personal care in Bulgaria over the forecast period, with growth being on par with that recorded over the course of the review period. The category is set to benefit from a consumer shift from premium to mass brands in the period to 2027 as a result of high inflation and economic instability in the country.
In some categories such as fragrances, however, the premium segment is expected to win significant share over the forecast period despite the high inflation and economic instability in the country. This is due to the fact that premium brands are becoming more affordable for Bulgarian consumers, while the price of mass brands remain the same or are even increasing in some cases.
Hypermarkets and supermarkets are anticipated to remain of the main channels of distribution of mass beauty and personal care products in Bulgaria over the forecast period; however, e-commerce is expected to grow significantly, especially in categories with high coverage such as skin care and colour cosmetics. The closure of malls and other non-essential retailers during COVID-19 pushed brand operators and retailers to pivot sales strategies, and increase investment in online platforms and digital marketing strategies.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal 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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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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