Nappies/Diapers/Pants in Bulgaria

PROSPECTS

Price wars in modern grocery retailers

In 2018, the competition amongst large chained modern grocery retailers intensified, and sustaining high and growing consumption became a strong priority. Price wars were seen across fmcg categories, including nappies/diapers/pants.

Internet retailing grows in importance

The concentration of younger families in the cities intensified in 2018, leading to the growth of modern grocery retailers. At the same time, depopulation and the migration of the active population from rural areas led to a decline for smaller independent retailers and reduced the variety of products available for the remaining young families.

Negative demographic trends threaten longer-term growth

Bulgaria has a falling birth rate; registering another strong decline in 2018 after a record low in 2017, according to official sources. This was somewhat balanced by the potential in terms of per capita consumption.

COMPETITIVE LANDSCAPE

Economy brands focus on innovation

Economy brands such as Molfix by Hayat Bulgaria Chemical and Pufies by Ficosota Syntez offered value for money to consumers through having a variety of pack sizes available, including bulk packaging, and offering exclusive discounts via internet retailing and modern grocery retailers. In addition to stimulating volume consumption, they also focused on a more innovative individualised approach for their products to boost added-value.

Lavena expands into nappies/diapers

The recent expansion of Lavena into nappies/diapers/pants demonstrated the company’s ambitions to sustain its leading role in baby and child care. The launch of Bochko leveraged the loyalty and trust in the legacy brand.

Premium brands benefit from the development of internet retailing

The sustainable development of internet retailing facilitated the entry and visibility of more premium niche brands in Bulgaria in 2018. Following economic development and the concentration of more affluent consumers in cities, there is an opportunity for developing the premium segment in nappies/diapers/pants.

Files are delivered directly into your account within a few minutes of purchase.