Toilet Care in Bulgaria

PROSPECTS

Strong growth for toilet care thanks to rising disposable incomes

Toilet care saw increasingly strong double-digit retail current value growth in 2019, with slightly slower but still double-digit volume growth. Although some households still use bleach to disinfect their toilets, they are reducing in number and are mainly low-income households.

Rim blocks gains value share despite already being the largest category

Rim blocks remained the largest category within toilet care in 2019, accounting for more than half of value sales. It also saw the highest retail current value growth rate in 2019.

With low per capita consumption, growth opportunities remain

Despite the strong growth seen in 2019, toilet care has strong growth potential, as per capita consumption is still relatively low, whilst consumer awareness of and interest in the category are growing. It is likely that in the forecast period the economy segment will experience more notable development.

COMPETITIVE LANDSCAPE

Bref maintains its lead in toilet care thanks to its wide product range

The leader in toilet care in value terms remained Henkel Bulgaria in 2019, and it continued its dynamic growth thanks to the outstanding performance of its Bref brand. Bref offers a variety of solutions, such as clean and fresh power gels, and a variety of rim liquids, such as the Power Aktiv, Color Aktiv, Duo Aktiv and re-fillable liquid ITB systems.

New launches with different features and formats maintain dynamism

2019 was rich in new launches in a variety of formats. Innovations featured advanced protection, all-in-one enhanced formulae and scents and a “professional” positioning to attract consumers.

Eco and bio products attract higher-income consumers

Niche players entered the eco and bio segments in toilet care. Winnie’s Naturel was launched by Econatura, containing plant-based ingredients and featuring a biodegradable free from formula.

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