Sun Care in Bulgaria

PROSPECTS

Dynamic development of travel and tourism fosters sustainable growth in sun care

The growing attractiveness of the overall Balkan region as a tourism destination turned Bulgaria into a popular end and transit destination for visitors. Low-cost airline development in Bulgaria by the likes of Ryan Air and Wizz Air fostered increased tourist flow, especially in the seaside and winter ski resorts.

Premiumisation trends within sun care

The outstanding value growth of sun care in the review period was driven by stronger premiumisation trends within the active urban population, which is increasingly tuned to the need and benefits of using quality and efficacy-proven products. The massive popularity of internet retailing and large chained health and beauty specialist retailers like drugstores and pharmacies increased visibility of more premium brands like La Roche-Posay, Avene, Vichy, Lierac, Lancaster, Bioderma and A-derma, which further benefitted from frequent promotion, including gift packs as part of loyalty programmes or special retailer discounts.

Cross-category benefits drive innovation in the long term

With urbanisation trends and increasing purchasing power of city consumers coupled with rapidly developing channels and product variety, Bulgarians are more informed about products and demand more holistic and complex treatment in sun care. Products that go beyond UV sun protection are enjoying greater popularity.

COMPETITIVE LANDSCAPE

Outstanding performance for Avon Bulgaria in 2017

In 2017, Avon Bulgaria’s Avon Sun recorded strong growth in sun care, driven by baby and child-specific sun care and sun protection. Avon focused more on fostering the digital presence and marketing of its brands online, which benefitted overall sales in sun care – especially in baby products.

Piz Buin focuses extensively on innovation and customisation

Sarantis Bulgaria was the fastest-growing company within the top five in sun care in 2017 thanks to its innovative bestselling brand Piz Buin. The brand is well positioned in the upper mass consumer segment, which is driven by premiumisation trends and growing spending power of urban consumers.

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