Toilet Care in Bulgaria

PROSPECTS

Overall growth for toilet care in 2018

Although some households use bleach to disinfect their toilets, they are low in number and are low-income households. As the economic environment in Bulgaria is improving, consumers have more disposable income and are switching to use more sophisticated and expensive products to clean their toilets.

Rim liquids starts to gain value share

As some consumers consider rim blocks to be less effective and outdated, companies have started to develop rim liquids, which is seeing growth every year. Innovations are leading rim liquids to gain value share and are expected to drive even higher share growth in the forecast period.

Toilet care tablets/powders sees the most dynamic growth in 2018

Growth in toilet care tablets/powders is mostly accounted for by the private label offerings of big chains such as Kaufland and Lidl, which are continuously expanding their store networks in Bulgaria. Tablets and powders are relatively cheaper than in-cistern devices and ITBs, and are considered more effective.

COMPETITIVE LANDSCAPE

Bref is the leading brand in toilet care

One reason for the lead of Henkel Bulgaria’s Bref brand in toilet care is that it offers a variety of solutions, such as clean and fresh power gels, with a variety of rim liquids, such as Power aktiv, Color aktiv, Duo aktiv and re-fillable liquid ITB systems. By offering so many varieties of products with different price positionings, Bref has successfully gained share amongst a large number of customers with different budgets.

Domestos wins Product of the Year with its new rim liquid

Domestos from Unilever Bulgaria was second in toilet care in 2018. It moved up one position, mainly due to promotional activities and the introduction of a new rim liquid, with which it won product of the year in 2018 for “Toilet Care” in the annual Product of the Year contest.

Medix leads toilet liquids/foam

Medix is a Bulgarian home care brand which is widely known and has gained consumer trust with its innovations and campaigns. In 2018, Medix was the leading brand in toilet liquid/foam.

Files are delivered directly into your account within a few minutes of purchase.