After a year of steep decline, sun care returned to growth in 2021, although spending in constant value terms did not return to pre-pandemic levels. The key to sales growth was the gradual reopening of the economy, and the relaxation on restrictions on social gatherings, travel and foreign and domestic tourism.
Self-tanning products was the worst performing category within sun care in 2021. Self-tanning products are the most clearly aligned part of sun care with cosmetic trends, as opposed to health and protection, and the lack of occasion to use these products during the pandemic hit demand.
The premiumisation trend that contributed to strong current value growth in sun care toward the end of the review period was temporarily interrupted by the COVID-19 pandemic, but with the gradual reopening of the economy and the resumption of travel, demand for premium products is on the rise again. Consumer awareness about skin health continues to grow, and there is latent interest in premium and dermocosmetics brands that are perceived as effective and offering skin care benefits.
Sun care is set demonstrate steady growth from 2022, although spending in constant value terms is not anticipated to return to pre-pandemic levels until the end of the forecast period. Sun care is expected to see pronounced polarisation over the forecast period.
Sun care is set to see rising opportunity for a more segmented offer. This is largely the result of the ongoing growth in consumer awareness of the dangers of too much sun, with more Bulgarians across a wider part of the consumer base using some form of sun protection, even out of season.
Over the forecast period, sun care will continue to benefit from rising consumer awareness of the skin health benefits offered by year-round sun protection. Producers and retailers that develop a more explicitly clinical position are therefore likely to benefit, especially in a retail environment where consumers have become highly attuned to any potential health benefit.
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Understand the latest market trends and future growth opportunities for the Sun 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 Sun 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 sun protection, aftersun, self-tanning products and baby and child-specific sun care.See All of Our Definitions
This report originates from Passport, our Sun Care research and analysis database.
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