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Paediatric Consumer Health in
Bulgaria

Country Report

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Executive Summary

Oct 2019
PROSPECTS
Strong growth for paediatric consumer health products likely to continue

As Bulgaria’s urban consumers become more affluent and face fewer restrictions on their disposable incomes, much of the increased spending of families is focused on their children. This includes paediatric consumer health and the category benefited from the general trend towards high spending on children during 2019.

Heavy cold and flu season contributes to growth in paediatric consumer health

The heavy cold and flu season seen in Bulgaria during winter 2018/2019 contributed to the stable demand for paediatric cough, cold and allergy remedies during 2019. Although this winter was not particular harsh by regular Bulgarian standards, the cold and flu season was exacerbated by several outbreaks of the varicella virus, which causes chicken pox and also causes respiratory issues in babies and children.

Maturity of demand set to negatively influence growth in paediatric consumer health

During the forecast period, sales in paediatric consumer health are likely to be negatively impacted by maturity of demand and negative demographic trends. In particular, Bulgaria’s low birth rate and the high rate of emigration among young adults, still the demographic group most likely to start a family and have children, are likely to narrow the consumer base for paediatric consumer health.

COMPETITIVE LANDSCAPE
Reckitt Benckiser maintains its leading position due to the popularity of Nurofen

2019 saw Reckitt Benckiser Group Plc remain the leading player in paediatric consumer health and the UK-based multinational can attribute this to the consistent popularity of its Nurofen brand. Nurofen is a highly trusted brand and this is not least due to the fact that Nurofen is often recommended by physicians and retail pharmacists.

Borola continues to benefit from low pricing and doctors’ recommendations

Borola EOOD maintained a strong position in paediatric consumer health in 2019 due to the popularity of its legacy brand Imunobor Kids Active. The brand continues to benefit from low pricing and a reputation for offering excellent value for money.

Television advertising is an increasingly important aspect of success in the category

Television advertising is becoming increasingly important to brand owners in numerous consumer categories, and paediatric consumer health is no exception. Advertisements for paediatric consumer products are increasingly being scheduled during children’s programming in an effort to increase brand awareness among children and increase the likelihood that parents will purchase brands due to pester power.

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Paediatric Consumer Health in Bulgaria

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Overview

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

The Paediatric Consumer Health in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Paediatric Consumer Health in Bulgaria?
  • What are the major brands in Bulgaria?
  • What are the most popular formats for  treatments?
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:

 Consumer Health market research database

Paediatric Consumer Health in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Strong growth for paediatric consumer health products likely to continue
Heavy cold and flu season contributes to growth in paediatric consumer health
Maturity of demand set to negatively influence growth in paediatric consumer health

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its leading position due to the popularity of Nurofen
Borola continues to benefit from low pricing and doctors’ recommendations
Television advertising is an increasingly important aspect of success in the category

CATEGORY DATA

Table 1 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 2 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 3 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 4 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 5 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 6 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 7 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Consumer Health in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Consumer health continues to benefit from economic develop and rising incomes
Limited spending power continues to suppress sales growth
The industry remains highly consolidated, with tight regulation stifling competition
Growth is recorded in internet retailing as online shopping begins to take off
Moderate sales growth expected in consumer health over the forecast period

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources