COVID-19 and rising health concerns among Bulgarians did not boost sales of NRT smoking cessation aids in the county. In fact, the opposite trend was observed in 2020 and 2021 following a number of media publications regarding the effect of smoking on COVID-19.
There is only one player in NRT smoking cessation aids in Bulgaria, Johnson & Johnson with its Nicorette brand. Nicorette’s success is based on the distribution partnerships that it has been able to establish and maintain with all of the country’s leading chained chemists/pharmacies.
Next generation products, including heated tobacco and vapour products, are expanding their presence in Bulgaria, being a less harmful alternative to conventional smoking and thereby limiting the growth potential of NTR smoking cessation aids. Respected and prominent health experts are siding with tobacco companies, launching next generation tobacco products to convince smokers of the benefits of switching to less harmful alternatives by participating in campaigns and sharing expert opinions in the media.
The smoking habit is very strong in Bulgaria and tobacco consumption is stable in the country despite the post COVID-19 increased focus on health. Unlike other European countries, in Bulgaria social acceptance of smoking among adolescents is widespread and the lack of any taboo about smoking in front of children means that many Bulgarians grow up with the impression that smoking is perfectly acceptable at any age.
Cigarette prices in Bulgaria remain the lowest in the EU, and the affordability and accessibility of tobacco products, especially cigarettes, contributes to smoking prevalence in the country and limits the growth potential of NRT smoking cessation products. It is likely that the government will stick to the lowest possible taxes and excise duties in the EU in order to keep illegal trade at a minimum; therefore the price factor of tobacco products will continue to play a negative role in the development of NRT smoking cessation aids over the forecast period to 2026.
Despite the challenges coming from local substitute options and next generation products in 2021 and beyond, Johnson & Johnson Bulgaria continues to invest in marketing and promotions, including television advertising, to boost awareness of the benefits of its products, leveraging the growing consumer interest in leading a healthier lifestyle. In the forecast period it is expected that the negative growth trend will slow down and stabilise as more and more urban millennials are looking to completely quit smoking and have the resources and commitment to succeed.
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Understand the latest market trends and future growth opportunities for the NRT Smoking Cessation Aids 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.
If you're in the NRT Smoking Cessation Aids 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.
This report originates from Passport, our NRT Smoking Cessation Aids research and analysis database.
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