Following the significant boost to sales in 2020, driven by the pandemic and home seclusion, demand for retail tissue in 2021 remained positive. While volume sales further increased, the rate of growth for value remained higher due to an increase in costs for raw materials, transportation, production energy and thus, impacting the end retail price.
Boxed facial tissues witnessed dynamic growth in the first year of COVID-19 to the detriment of pocket handkerchiefs, which recorded double-digit declines due to the notable home seclusion trend. However, greater mobility in line with an easing of restrictions in 2021 saw demand for pocket handkerchiefs improve, although retail volume sales remained lower than pre-pandemic levels.
Although innovations are limited in Bulgarian retail tissue, there is a growing trend for unscented, plain, natural and biodegradable fibres as part of new product development. For example, fourth-ranked Zewa, which continued to gain value share in 2021, launched a series of boxed facial tissues, pocket handkerchiefs and toilet paper called Natural Soft.
Overall demand for retail tissue in Bulgaria is expected to remain positive over the forecast period. After the considerable price rise noted in 2021, the category’s average unit price is expected to continue increasing over the course of the forecast period.
Domestic producers will continue to dominate retail tissue in Bulgaria, mainly driven by Ficosota Syntez OOD (Emeka) and Interpred Partner OOD (Zebra). Both companies have made considerable investments in the category, and have plans to further improve the quality of their products.
Sales of retail tissue through e-commerce received a boost from the home seclusion trend in 2020 as a result of COVID-19, and while demand through this channel is likely to continue to grow, it is predicted to be much slower. The investments made by specialised online stores and large grocery retail chains and drugstores in their e-commerce platforms as a result of the pandemic, means that warehouses, fulfilment centres and delivery methods will continue to develop the online offer in Bulgaria.
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Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Retail Tissue 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 Retail Tissue research and analysis database.
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