In 2021, skin care demonstrated steady retail value sales growth. For most consumers, these products are an essential part of daily beauty regimes.
Health and wellness trends have strengthened in Bulgaria in line with underlying trends, but the pandemic has seen them accelerate. There is widespread consumer perception that the use of chemicals or other ‘unnatural’ additives in skin care can be damaging to human health, and as a result there is rising demand for natural solutions in both mass and premium categories.
In skin care, products with a more clinical alignment have performed well. Premium and mass anti-agers, for example, saw strong growth in 2021, partly because of urbanisation trends and the high level of pollution in Bulgarian cities.
The emerging niche of antipollution skin care is set to see rising popularity among urban consumers in the forecast period. Major cities like Sofia and Plovdiv rank among the most polluted in the EU, while exposure to tobacco smoke is also common in everyday life in urban Bulgaria.
The share of skin care retail sales generated by e-commerce more than doubled during the pandemic, with growth in the channel accelerated by the lockdown. The immediate reasons for this are obvious – restrictions on movement and social distancing, the shutdown of non-essential retail and consumer reluctance to expose themselves to the threat of infection have all combined to shunt more Bulgarian consumers online.
Social media has merged as a key purchase trigger for many skin care consumers, especially in the Gen Z and millennial consumer bases. Influencers, celebrity endorsements and product placements have greatly increased in importance over the review period, and there has been a marked uptick in online conversation in beauty and personal care forums, consumer review and the sharing of feedback and opinion of skin care products.
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Understand the latest market trends and future growth opportunities for the Skin Care 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 Skin Care 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 is the aggregation of facial care, body care, hand care and skin care sets/kits.See All of Our Definitions
This report originates from Passport, our Skin Care research and analysis database.
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