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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Bulgaria

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Due to the COVID-19 pandemic, many Bulgarians started working from home in 2020. Schools and universities closed from March to July and many students switched to distance learning again from November 2020, which led to increased time spent at home.

COVID-19 country impact

A state of emergency was imposed across the country from 13 March until 13 May, with Bulgarians only allowed to leave their home to shop for groceries, walk pets or for healthcare purposes and fines imposed on those flouting the rules. Parks, playgrounds, schools and kindergartens were all closed, as was parliament.

Company response

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.

Retailing shift

According to industry experts, online purchases of FMCG doubled in Bulgaria in 2020 due to the restrictive measures and more time spent at home as a result of COVID-19. Tissue and hygiene was one of the industries that experienced the positive effect of this channel shift.

What next for tissue and hygiene?

The economic impact of the COVID-19 pandemic is expected to limit household spending in 2021 and 2022, and Bulgaria is set to witness a slow down of its positive economic growth over the course of the forecast period to 2025. Economic forecasts puts Bulgaria on a path to slow recovery that will take more than 18 months.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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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

Company response

Retailing shift

What next for tissue and hygiene?

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

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 measures and more time spent at home impact growth in 2020

Eco-friendly trend becoming more prominent in Bulgaria

International companies remain dominant in sanitary protection

RECOVERY AND OPPORTUNITIES

Shift towards thin towels with wings expected to continue

Premiumisation amongst affluent consumers in the capital

General price sensitivity in the wake of COVID-19

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Price reductions and promotions to attract consumers in 2020

Increase of shopping tourism limits growth of nappies/diapers/pants in Bulgaria

Procter & Gamble the clear leader with its eponymous Pampers brand

RECOVERY AND OPPORTUNITIES

Future growth from baby boom in 2020 due to COVID-19

Increasing price sensitivity and lower brand loyalty expected

Reusable products could see increased demand

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Rising product awareness and ageing population drive demand in 2020

Budget brands lead, however potential to upgrade

Torunskie Zaklady Materialow Opatrunkowych SA maintains its lead

RECOVERY AND OPPORTUNITIES

Ageing population and sharpened focus on health to benefit future category sales

Growth supported by rising consumer awareness

Increase of shopping tourism limits growth in Bulgaria

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Baby wipes remain the driver of growth in 2020

Facial cleansing wipes suffer as less make up is worn due to social distancing

Nappies/diapers/pants players expand into baby wipes, taking advantage of consumer trust in their brands

RECOVERY AND OPPORTUNITIES

Antibacterial and protection features increasingly popular

Polarised consumption expected going forward

Category set to become increasingly competitive and fragmented

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Strong category growth with shift from away-from-home tissue due to COVID-19

Expansion of product ranges across the entire price spectrum

Hayat’s value for money brands ensure strong consumer loyalty and sales growth

RECOVERY AND OPPORTUNITIES

Further growth and increasing competition expected

Investment in and potential of e-commerce to drive future growth

Premium product potential despite the economic impact of COVID-19

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has a significant impact on away-from-home tissue in 2020

Healthcare channel expansion in 2020 stimulates demand

Kimberly-Clark Corp maintains its lead with its iconic Kleenex brand

RECOVERY AND OPPORTUNITIES

Gradual recovery expected over the forecast period

Hospitals/healthcare institutions will remain a strong driver of growth

Private label to continue developing in away-from-home channels

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
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 2020-2025
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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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

Company response

Retailing shift

What next for tissue and hygiene?

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

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

COVID-19 measures and more time spent at home impact growth in 2020

Eco-friendly trend becoming more prominent in Bulgaria

International companies remain dominant in sanitary protection

RECOVERY AND OPPORTUNITIES

Shift towards thin towels with wings expected to continue

Premiumisation amongst affluent consumers in the capital

General price sensitivity in the wake of COVID-19

CATEGORY DATA

Nappies/Diapers/Pants in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Price reductions and promotions to attract consumers in 2020

Increase of shopping tourism limits growth of nappies/diapers/pants in Bulgaria

Procter & Gamble the clear leader with its eponymous Pampers brand

RECOVERY AND OPPORTUNITIES

Future growth from baby boom in 2020 due to COVID-19

Increasing price sensitivity and lower brand loyalty expected

Reusable products could see increased demand

CATEGORY DATA

Retail Adult Incontinence in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Rising product awareness and ageing population drive demand in 2020

Budget brands lead, however potential to upgrade

Torunskie Zaklady Materialow Opatrunkowych SA maintains its lead

RECOVERY AND OPPORTUNITIES

Ageing population and sharpened focus on health to benefit future category sales

Growth supported by rising consumer awareness

Increase of shopping tourism limits growth in Bulgaria

CATEGORY DATA

Wipes in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Baby wipes remain the driver of growth in 2020

Facial cleansing wipes suffer as less make up is worn due to social distancing

Nappies/diapers/pants players expand into baby wipes, taking advantage of consumer trust in their brands

RECOVERY AND OPPORTUNITIES

Antibacterial and protection features increasingly popular

Polarised consumption expected going forward

Category set to become increasingly competitive and fragmented

CATEGORY DATA

Retail Tissue in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Strong category growth with shift from away-from-home tissue due to COVID-19

Expansion of product ranges across the entire price spectrum

Hayat’s value for money brands ensure strong consumer loyalty and sales growth