Sun Care in Bulgaria

PROSPECTS

Notable premiumisation trends in sun care continue

Sun care remained a very dynamic category in 2018, especially in value sales terms. The notable premiumisation trends among the active urban population supported the expansion of added-value brands, including premium pharma brands, customised products for the face and lips, and ranges for infants.

Healthy growth in travel and tourism in Bulgaria will foster demand for sun care in all four seasons

The sustainable growth of the travel and tourism industry in Bulgaria continued to drive sales of sun care products in 2018. The extended tourism season and growing awareness about prevention and protection throughout the year fostered greater consumer interest in the category.

Baby and child-specific sun care boosted by higher health- and prevention-awareness among parents in Bulgaria

Health and wellness trends among urban consumers in Bulgaria further intensified in 2018. Awareness among parents about the need to use sun protection and aftersun products for their babies and children increased as a result.

COMPETITIVE LANDSCAPE

Premium pharma brands achieve accelerated growth

The vast popularity of internet retailing and large chained health and beauty specialist retailers such as drugstores/parapharmacies has increased the visibility of more premium brands such as La Roche-Posay, Avene, Vichy, Lierac, Bioderma, Uriage and A-derma. These premium pharma brands have further benefited from frequent promotion, including gift packs as part of loyalty programmes, and special retailer discounts.

Avon Bulgaria performs excellently in self-tanning

In 2018, Avon Bulgaria’s Avon Sun experienced dynamic growth in self-tanning, driven by innovative products with multiple benefits. Avon Sun Magic Tan lotion for body and face is positioned as hydrating, nourishing the skin and providing a spotless bronze sun tan in all seasons, both indoor and outdoor.

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