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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Bulgaria

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

The announcement of Bulgaria’s first confirmed cases of COVID-19 during the second week of March 2020 motivated swift and decisive government action to control and inhibit the spread of the virus across the country. In particular, the second week of March saw the announcement of a complete shutdown of the country’s hospitality industry, the closure of all schools and educational institutions and severe restrictions being placed on non-essential businesses.

COVID-19 country impact

As of 10 May 2020, Bulgaria has seen around 91 deaths due to COVID-19 and 2,000 cases. A state of emergency has been imposed from 13 March until 13 May, with Bulgarians only allowed to leave their home to shop for groceries, walk pets or for healthcare purposes, with fines for those flouting the rules.

Rising spending supports demand as consumers become more sophisticated

Economic development continues to spur overall growth in tissue and hygiene, despite the challenges posed due to the COVID-19 situation. Bulgaria’s economy continued to improve in a sustainable fashion throughout 2019 and this spurred growth in sales of tissue and hygiene for various reasons.

International and local players battle for supremacy in a highly competitive industry

Bulgaria’s tissue and hygiene industry remains highly competitive, with major international players experiencing strong demand with premium brands and higher-price value-added products, while local companies and regional players have been very successful with more basic products that offer high quality at low prices. Value-added products tend to be more popular in sanitary protection and nappy/diapers/pants, where quality and safety remain absolute properties for many, especially affluent urban consumers.

Cautious spending behaviour likely to emerge, although a swift recovery is possible

Although Bulgaria’s economy in recent years has been characterised by financial stability and steady and sustainable real growth, the knock-on effects of the government’s very strict approach to the COVID-19 pandemic can be expected to influence demand for tissue and hygiene during 2020 and 2021, at the very least. With many people in the country dependent on the services industries and in particular consumer foodservice and travel and tourism for their incomes, the damage done to the hospitality sector from at least ten weeks of strict social distancing and the extended closure of the borders to non-residents is likely to weigh heavily on the national economy for some time to come.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene 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 Tissue and Hygiene industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Bulgaria for free:

The Tissue and Hygiene in Bulgaria market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tissue and Hygiene in Bulgaria?
What are the major brands in Bulgaria?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Tissue and Hygiene in Bulgaria

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Rising spending supports demand as consumers become more sophisticated

International and local players battle for supremacy in a highly competitive industry

Cautious spending behaviour likely to emerge, although a swift recovery is possible

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Slim/thin/ultra- thin towels, pantyliners and intimate wipes all major growth drivers

Health and wellness spurs demand for more advanced products

International companies remain dominant in sanitary protection

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Value sales continued to rise despite low birth rate and falling population

Procter & Gamble leads sales while Mega Disposables records strong growth

The presence of private label continues to expand

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

The ageing of Bulgaria’s population set to be favourable for retail adult incontinence

Growth drivers diverge for economy and premium products

Local players thrive as value-added products come to the fore

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes remains the major driver of sales in wipes

Consumers move towards value-added products with specialised positioning

More sophisticated products come to the fore as wipes become more common

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2014-2019
Table 39 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 41 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 42 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers move towards premium brands as retail tissue shakes off its basic image

Demand spreads out from toilet paper to encompass other retail tissue categories

High quality and value for money become increasingly important in retail tissue

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2014-2019
Table 45 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 47 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 48 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Economic development, rising employment and rising spending all support growth

Kleenex maintains its leading position as local players present a stronger challenge

Polarisation likely to continue developing in away-from-home channels

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Bulgaria

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Rising spending supports demand as consumers become more sophisticated

International and local players battle for supremacy in a highly competitive industry

Cautious spending behaviour likely to emerge, although a swift recovery is possible

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Bulgaria

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Rising spending supports demand as consumers become more sophisticated

International and local players battle for supremacy in a highly competitive industry

Cautious spending behaviour likely to emerge, although a swift recovery is possible

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Slim/thin/ultra- thin towels, pantyliners and intimate wipes all major growth drivers

Health and wellness spurs demand for more advanced products

International companies remain dominant in sanitary protection

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Value sales continued to rise despite low birth rate and falling population

Procter & Gamble leads sales while Mega Disposables records strong growth

The presence of private label continues to expand

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

The ageing of Bulgaria’s population set to be favourable for retail adult incontinence

Growth drivers diverge for economy and premium products

Local players thrive as value-added products come to the fore

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes remains the major driver of sales in wipes

Consumers move towards value-added products with specialised positioning

More sophisticated products come to the fore as wipes become more common

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers move towards premium brands as retail tissue shakes off its basic image

Demand spreads out from toilet paper to encompass other retail tissue categories

High quality and value for money become increasingly important in retail tissue