Tissue and hygiene registered positive sales growth in Bulgaria in 2022 as value and volume sales increased in both the retail and AFH channels. Among the key factors contributing to positive growth across tissue and hygiene during the year were increased consumer awareness of a range of products including retail adult incontinence and moist toilet wipes, as well as the greater interest in numerous categories, especially paper towels, tampons and disposable pants.
The reopening of Bulgarian society during the post-pandemic era provided huge impetus for growth in sales of a wide variety of tissue and hygiene products during 2022. Consumers are becoming more interested in many of the products that have traditionally underperformed in Bulgaria’s tissue and hygiene industry due to relatively high prices and comparatively limited awareness of the advantages of such products among consumers.
Procter & Gamble Bulgaria EOOD remains the leading player in Bulgaria’s tissue and hygiene market due to its virtually unassailable leading positions in sanitary protection and nappies/diapers/pants, which are by far the most essential of retail hygiene categories. The company’s numerous iconic international brands have a strong presence across nappies/diapers/pants, pantyliners, tampons, standard towels and slim/thin/ultra-thin towels and it also has a strong foothold in baby wipes.
E-commerce has been developing very robustly in Bulgaria since the peak of the COVID-19 pandemic. After a slow start, the development of e-commerce took off in 2020 as many consumers looked to avoid shopping in crowded stores as a way of avoiding coming into contact with the COVID-19 virus.
Tissue and hygiene is slated for a positive performance over the forecast period, with the background trends that underpinned positive sales growth during 2022 likely to remain in effect for much of the forecast period as well. While demand in many categories is already highly mature, with the supply of essential tissue and hygiene products already fully saturated in most parts of the country, the fact that these basic tissue and hygiene items are considered absolutely essential for maintaining appropriate levels of personal hygiene will ensure consistent demand, despite the negative population growth that is expected in Bulgaria for the foreseeable future.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
This report originates from Passport, our Tissue and Hygiene research and analysis database.
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