Executive Summary

Oct 2019
PROSPECTS
Increasingly stressful urban lifestyles boost demand for sleep aids

Sleep aids was among the most dynamic OTC categories in Bulgaria during the 2019 and underpinning sales growth in the category was rising demand among urban consumers. Recent years have seen the lifestyles of those living in Sofia and Bulgaria’s other large cities become increasingly fast-paced and hectic.

Advertising and regular new launches support dynamic performance of sleep aids

Dynamic growth in sleep aids can also be attributed to the activity of leading manufacturers. In particular, innovation is an important aspect of the category success in recent years.

Unit prices continue to increase as consumers move towards more expensive items

Strong unit price growth was seen in sleep aids during 2019 as the category’s increasingly affluent urban consumer base continued to demand more sophisticated products which promise better performance at higher prices. Indeed, it is more common for those with high purchasing power to suffer from sleep disorders due to the increasing stress levels they face in their work and the more frequent travel that they take, for instance.

COMPETITIVE LANDSCAPE
Sanofi-Aventis focuses on new launches to improve its position

Sanofi-Aventis continue to innovate during 2019 as this has proven a reliable way to support sales growth for its sleep aids brands. After the successful launch of its Magne B6 Good Night brand in Bulgaria, 2018 saw Sanofi-Aventis introduce another new product into the category: Novanight.

Proliferation of premium brands contributes to category growth

Among the strongest drivers of value growth in sleep aids towards the end of the review period was the preference for premium brands among the category’s affluent core consumer base. During the forecast period, the shift towards niche premium brands is set to contribute to further high value growth in the category.

Promotional activity in chained chemists/pharmacies supports sales growth

Among the most important ways of boosting growth in sales of sleep aids is promotional activity in chained chemists/pharmacies. Retail sales of these products are limited to chemists/pharmacies, making it the only channel that companies and brands present in the category focus their marketing activities on.

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Sleep Aids in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sleep Aids 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 Sleep Aids industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sleep Aids in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sleep Aids in Bulgaria?
  • What are the major brands in Bulgaria?
  • What is the market size of Sleep Aids in Bulgaria?
  • What are the major brands in Bulgaria?
  • Do herbal/traditional brands like Passiflora or Dormiplant available?
  • Do consumers in Bulgaria use calming or sleeping products?

Why buy this report?

  • 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

This industry report originates from Passport, our Consumer Health market research database.

Sleep Aids in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Increasingly stressful urban lifestyles boost demand for sleep aids
Advertising and regular new launches support dynamic performance of sleep aids
Unit prices continue to increase as consumers move towards more expensive items

COMPETITIVE LANDSCAPE

Sanofi-Aventis focuses on new launches to improve its position
Proliferation of premium brands contributes to category growth
Promotional activity in chained chemists/pharmacies supports sales growth

CATEGORY DATA

Table 1 Sales of Sleep Aids: Value 2014-2019
Table 2 Sales of Sleep Aids: % Value Growth 2014-2019
Table 3 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 4 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 5 Forecast Sales of Sleep Aids: Value 2019-2024
Table 6 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Consumer Health in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Consumer health continues to benefit from economic develop and rising incomes
Limited spending power continues to suppress sales growth
The industry remains highly consolidated, with tight regulation stifling competition
Growth is recorded in internet retailing as online shopping begins to take off
Moderate sales growth expected in consumer health over the forecast period

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources