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.
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.
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.
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.
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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Consumer Health market research database.