ITBs remained the largest category in toilet care in Bulgaria in value terms in 2021 and also achieved the fastest growth. Its dynamic performance and high potential are thanks to the convenience of the products and the strong marketing and promotion carried out by companies.
In 2020 and 2021, the number of registered homes increased at a double-digit rate. The pandemic has shifted Bulgarians’ focus to their homes as the safest and most comfortable place to be during tough times.
After the initial boost in 2020 related to the outbreak of COVID-19, toilet care witnessed its sales growth slow down slightly in 2021. However, demand remained strong following the more frequent cleaning and disinfection habits of Bulgarians.
Toilet care in Bulgaria is projected to achieve steady, solid growth over the forecast period. Stable demand driven by consumer inertia and the lasting trend towards enhanced hygiene following COVID-19.
Bref and Domestos have been the leading brands in toilet care for several years, with no changes in their respective positions since 2018. Together they command around a third of overall value sales each year.
Private label has a very low value share of toilet care in Bulgaria, which has not altered in a number of years. Despite the price sensitivity of mass consumers, Bulgarians typically allocate a budget for toilet care products and substitute traditional bleach with more innovative and convenient products to maintain the hygiene and cleanliness of their toilet.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
See All of Our DefinitionsThis report originates from Passport, our Toilet Care research and analysis database.
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