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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Bulgaria

Apr 2019

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

2018 proves a strong year for tissue and hygiene

Rising incomes amongst urban consumers in Bulgaria and high promotional activity in retail fostered increased consumption of tissue and hygiene products in 2018. The positive performance of tissue and hygiene, as well as the increased awareness and sophistication of urban consumers, encouraged brand owners to intensify new launch activity and develop smaller categories, such as moist toilet paper, intimate wipes and pantyliners.

An extensive focus on innovation to boost differentiation

As tissue and hygiene in Bulgaria is becoming increasingly competitive, differentiation and nurturing consumer loyalty have become essential for brand owners. Whilst in sanitary protection brand loyalty is strong amongst Bulgarian consumers, in retail tissue, nurturing consumer loyalty is yet to gain significance.

Private label has an increasing presence in tissue and hygiene

Increasing consumer flows in modern grocery and drugstore chains such as dm and Lilly benefited private label expansion in various industries, including tissue and hygiene. In 2018, Kaufland launched its new line Bevola in beauty and personal care and tissue and hygiene.

Distribution in the retail and AFH channels

Increasingly, retailers in Bulgaria are investing in expanding their presence in the digital space. In 2017-2018, large chained pharmacies such as Remedium and Sopharmacy developed sophisticated online platforms to cater to the needs of the increasing audience.

Growth is expected to continue in the forecast period

It is likely that the consumption of tissue and hygiene products will continue to grow in the forecast period, despite stable increases in unit prices. The main stimulus will be increasing awareness, as well as the growing need for convenience, more effective hygiene routines and time-saving by urban consumers.

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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

2018 proves a strong year for tissue and hygiene

An extensive focus on innovation to boost differentiation

Private label has an increasing presence in tissue and hygiene

Distribution in the retail and AFH channels

Growth is expected to continue in the forecast period

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Bulgaria

HEADLINES

PROSPECTS

Positive performance driven by the healthy growth of tourism

Popular perception of the benefits of paper tissue over jet air driers

The development of business centres boosts growth

COMPETITIVE LANDSCAPE

Popular distributors of international AFH brands register strong performances

Room for growth in the budget economy segment

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Bulgaria

HEADLINES

PROSPECTS

Price wars in modern grocery retailers

Internet retailing grows in importance

Negative demographic trends threaten longer-term growth

COMPETITIVE LANDSCAPE

Economy brands focus on innovation

Lavena expands into nappies/diapers

Premium brands benefit from the development of internet retailing

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Bulgaria

HEADLINES

PROSPECTS

Increasing availability fosters higher awareness and demand

Lowering the age for light adult incontinence products

The ageing population and urbanisation will sustain demand

COMPETITIVE LANDSCAPE

The development of drugstores and parapharmacies benefits international brands

Private label

Positive outlook for budget brand owners

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Bulgaria

HEADLINES

PROSPECTS

Premiumisation in toilet paper

Outstanding growth for paper towels

Larger pack sizes and multipacks

COMPETITIVE LANDSCAPE

Interpred Partner sees outstanding growth

Fortuna-Kom (Essity) launches new products

Expansion of economy brands

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Bulgaria

HEADLINES

PROSPECTS

Consumers demonstrate strong brand loyalty in sanitary protection

Drugstores gains significance in sanitary protection distribution

Technology and innovation

COMPETITIVE LANDSCAPE

Libresse sees extensive marketing and promotion

An innovative new launch from Bella

The growth of private label

CATEGORY DATA

Table 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Bulgaria

HEADLINES

PROSPECTS

Consumers substitute general purpose wipes with baby wipes

Antibacterial wipes are on the rise

The revival of moist toilet paper

COMPETITIVE LANDSCAPE

Beiersdorf Bulgaria innovates in facial wipes

Brand owners view moist toilet paper as having high potential

Forecourt retailers is an important channel for wipes

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Bulgaria

New Report Guarantee

Executive Summary

New Report Guarantee

2018 proves a strong year for tissue and hygiene

An extensive focus on innovation to boost differentiation

Private label has an increasing presence in tissue and hygiene

Distribution in the retail and AFH channels

Growth is expected to continue in the forecast period

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

2018 proves a strong year for tissue and hygiene

An extensive focus on innovation to boost differentiation

Private label has an increasing presence in tissue and hygiene

Distribution in the retail and AFH channels

Growth is expected to continue in the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Bulgaria

HEADLINES

PROSPECTS

Positive performance driven by the healthy growth of tourism

Popular perception of the benefits of paper tissue over jet air driers

The development of business centres boosts growth

COMPETITIVE LANDSCAPE

Popular distributors of international AFH brands register strong performances

Room for growth in the budget economy segment

CATEGORY DATA

Nappies/Diapers/Pants in Bulgaria

HEADLINES

PROSPECTS

Price wars in modern grocery retailers

Internet retailing grows in importance

Negative demographic trends threaten longer-term growth

COMPETITIVE LANDSCAPE

Economy brands focus on innovation

Lavena expands into nappies/diapers

Premium brands benefit from the development of internet retailing

CATEGORY DATA

Retail Adult Incontinence in Bulgaria

HEADLINES

PROSPECTS

Increasing availability fosters higher awareness and demand

Lowering the age for light adult incontinence products

The ageing population and urbanisation will sustain demand

COMPETITIVE LANDSCAPE

The development of drugstores and parapharmacies benefits international brands

Private label

Positive outlook for budget brand owners

CATEGORY DATA

Retail Tissue in Bulgaria

HEADLINES

PROSPECTS

Premiumisation in toilet paper

Outstanding growth for paper towels

Larger pack sizes and multipacks

COMPETITIVE LANDSCAPE

Interpred Partner sees outstanding growth

Fortuna-Kom (Essity) launches new products

Expansion of economy brands

CATEGORY DATA

Sanitary Protection in Bulgaria

HEADLINES

PROSPECTS

Consumers demonstrate strong brand loyalty in sanitary protection

Drugstores gains significance in sanitary protection distribution

Technology and innovation

COMPETITIVE LANDSCAPE

Libresse sees extensive marketing and promotion

An innovative new launch from Bella

The growth of private label