Tampons and pantyliners were negatively affected by the restrictive COVID-19 measures and self-isolation in 2020 as consumers limited travel and leisure and spent more time at home to prevent the spread of the virus. Towels, meanwhile, remained stable in 2020; however, consumers were more mindful of their budgets and switched to more economy versions such as standard towels.
The green wave and ethical consumption gained further popularity in Bulgaria in 2020, especially amongst the urban population. Products with little impact on the environment and reusable products in tissue and hygiene are still a niche but have potential.
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.
The shift towards thin towels with wings, which was prevalent during the review period, is expected to continue over the forecast period. Review period growth was supported by heavy advertising and marketing campaigns.
The green wave is set to continue to shape consumer preferences for value-added products in the forecast period. Premiumisation will remain an important value driver despite the economic impact of COVID-19.
In general, however, economy pack sizes are expected to become increasingly popular over the forecast period as, following the COVID-19 economic slowdown, consumers are set to be more price sensitive. It is likely that a second wave of COVID-19 will impact consumer lifestyles in 2021, limiting their social lives, travel and tourism and resulting in flexible working.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 Sanitary Protection 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 Sanitary Protection research and analysis database.
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