Skin Care in Bulgaria

PRE-COVID-19 PERFORMANCE

Antipollution and natural skin care holds growing appeal to health-conscious consumers in 2019

The emerging niche of antipollution skin care enjoyed increased popularity among urban consumers in 2019. Major cities Sofia and Plovdiv rank as among the most polluted in the EU, while exposure to tobacco smoke is also common in everyday life in urban Bulgaria.

Artisanal skin care attracts attention via social media in 2019

Craft and artisanal skin care also gained popularity towards the end of the review period, benefiting from a growing focus on the environment, the back to nature trend and widening availability. Social media is increasingly used as a communication and marketing channel for these products and boosted the visibility of artisanal small batch brands, giving them immediate and direct access to their target consumers.

Leader L'Oréal benefits from success of its dermocosmetics brands in 2019, while direct selling players push for share through innovation

The clear leaders in skin care in 2019 continued to be L'Oréal and Beiersdorf, with these players benefiting from the strength of their dermocosmetics brands in the year and ongoing innovation in this area. Dermocosmetics brands saw strong sales growth, thanks to the ongoing expansion of health and beauty specialist retailers and consumers’ growing interest in high-quality skin care.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

By the end of 2020, the majority of product areas within skin care are expected to see retail volume and value at constant 2019 prices decline. However, facial cleansing wipes will see demand boosted by the events of 2020, being purchased by many in order to sanitise their faces in the hope of preventing the spread of the virus, particularly while away-from-home.

Recovery and opportunities

As consumers begin to spend more time away-from-home once more as the lockdown eases, sales growth for skin care will begin to normalise. 2021 is expected to see fairly muted value growth at constant 2019 prices, due to the ongoing economic uncertainty, but annual growth will increase gradually.

Files are delivered directly into your account within a few minutes of purchase.