Home care disinfectants’ outstanding growth in 2020 in both retail volume and current value terms was driven by increased consumer awareness about hygiene and prevention during the COVID-19 pandemic. Consumers spent more time at home during the quarantine period and many shifted to home working permanently which boosted consumption of surface care products with disinfecting properties and multi-purpose features.
As the trend for “zero waste” gained momentum, especially in big cities like Sofia, Plovdiv and Varna, several refill stores opened up in 2020. Clean and eco formulas and pet- and children-friendly products are on the rise as Bulgarians become increasingly aware of their health, and demand formulas that are gentle and safe for all the family.
Unilever Bulgaria maintained its lead in surface care in Bulgaria in current value terms in 2020 with its top brands Cif and Domestos, which have strong marketing support throughout the year. Cif’s below-the-line activities are supported by promotional in-store activities such as secondary positioning, promotional packs (Cif and Domestos together for a special price), regular participation in leaflets and product introductions.
The COVID-19 pandemic accelerated e-commerce penetration in Bulgaria and growth in this channel is expected to drive sales in surface care in 2021 and beyond. Local consumers are becoming used to the convenience that e-commerce offers and their trust in internet retailers will continue to grow.
Niche categories such as home disinfectants and descalers have a positive outlook as consumers become more sophisticated and exposed to greater varieties of products. In the aftermath of the pandemic, preventative hygiene will remain a strong driver of growth for home disinfectants, while descalers will see stable growth thanks to the increased in popularity of coffee makers and hard tap water in cities.
Wash and wax floor cleaners will be challenged by multi-purpose products in the long term. All-in-one products with featured multi-purpose properties are expected to limit the growth potential of specialised wash and wax floor cleaners in the long term.
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Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 report originates from Passport, our Surface Care research and analysis database.
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