Weight Management and Wellbeing in Bulgaria

PROSPECTS

Stronger growth in line with the development of health and wellness trend

Weight management and wellbeing registered an acceleration in sales growth in 2019 as rising demand was driven by the intensification of the health and wellness trend. Consumer awareness about the links between maintaining a healthy weight and longevity is growing among the population, with younger consumers particularly aware that maintaining a healthy weight is synonymous with a long, healthy and happy life.

Weight loss supplements continues to attract high numbers of consumers

Weight loss supplements continued to register an outstanding performance in 2019, leaving growth in weight management and wellbeing and underlining its position as the main driver of overall growth in the category. In addition, the consumer base for weight loss supplements remains loyal, with many not fully aware of rival products that have emerged in recent years.

Demand for OTC obesity continues to decline

OTC obesity continued to register negative volume growth in 2019 as consumers became increasingly sceptical about these products. The main issue that Bulgarian consumers have with OTC obesity products is the side effects that the category has become notorious for and the often severe impact that they can have on energy levels.

COMPETITIVE LANDSCAPE

Growth in weight loss and well-being supported by numerous new product launches

2019 saw growth in weight management and well-being strong supported by new product development as the leading players sought to leverage innovation to improve their positions in the category. New products were launched by some of the category’s leaders, with Fortex Nutraceuticals launching two new extensions of its leading brand Chitozan: Chitozan Green Coffee and Chitozan Plus.

Marketing and promotions remain essential to success in weight management and well-being

It remains an essential element of success in weight management and wellbeing for companies to provide strong promotional and marketing support to their respective brands. Major brand owners such as Vitaslim OOD and Vitagold OOD focus heavily on marketing and promotional activity to ensure consistent and incrementally increasing demand for their brands.

Direct selling gains further ground in meal replacement

With direct selling generally on the march in Bulgaria, some of the country’s leading direct selling companies registered strong performances in management and wellbeing towards the end of the review period. In particular, 2019 saw Herbalife record a dynamic performance in meal replacement, while Oriflame registered outstanding growth in meal replacement as well.

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