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Learn moreJun 2020
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Towards the end of the review period, overall sales in sanitary protection were pushed by rising demand for slim and ultra-thin towels. Strong growth remains in effect despite high levels of maturity, supported by heavy advertising and marketing campaigns.
Recent years have seen the health and wellness trend become more prominent in Bulgaria. Among the product categories that have been influenced by this overarching trend are sanitary protection, where customers have moved towards more innovative products that offer genuine health benefits and extra care for the skin.
International players remain prominent among the leaders in sanitary protection. Multinational companies and their international brands are able to benefit from strong marketing budgets and consistent media advertising campaigns.
Over the course of 2020, sales of sanitary protection are now expected to grow by 1% overall in 2019 constant value terms after assessing the initial impact of COVID-19. This is in line with the 1% increase forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).
No major changes are expected to be seen in demand for sanitary protection over the longer term in the wake of the COVID-19 pandemic. However, it can be expected that economic hardship caused by the anticipated recession will encourage a shift towards more basic products with lower unit prices and private label.
The forecast period is likely to see further moderate positive growth for sanitary protection. The consumer base for these products is dwindling because of high levels of emigration among women of childbearing age and lower numbers of menstruating women due to the ageing of Bulgaria’s population.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sanitary Protection in Bulgaria market research report includes:
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Why buy this report?
This industry report originates from Passport, our Tissue and Hygiene market research database.
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.