Wipes in Bulgaria

PROSPECTS

Consumers substitute general purpose wipes with baby wipes

In Bulgaria, there is a popular trend for adults to use baby wipes instead of general purpose wipes. These products are perceived as having a more natural formula and being gentler on the skin.

Antibacterial wipes are on the rise

Bulgarian cities are amongst the most polluted in Europe. Hygiene issues are very common, with intense cold and flu outbreaks.

The revival of moist toilet paper

Rising interest was seen in niche and higher-priced wipes categories such as moist toilet paper in 2018. This product has been well-received by younger children and teenagers.

COMPETITIVE LANDSCAPE

Beiersdorf Bulgaria innovates in facial wipes

Beiersdorf focuses on innovations tied to the needs of fast-paced urban lifestyles. Following the outstanding success of micellar water in beauty and personal care, Beiersdorf launched other products incorporating micellar water, such as micellar shampoo and micellar facial wipes.

Brand owners view moist toilet paper as having high potential

Both local and multinational players focused on moist toilet paper in 2018. Local player Agiva launched a new customised product, Agiva Play Time WC, targeting children.

Forecourt retailers is an important channel for wipes

In 2018, dynamic travel trends benefited the expansion of large chained petrol stations, which also expanded their retail areas to accommodate more non-food products, including personal hygiene wipes. With the growing travel culture amongst families and the emerging popularity of Bulgaria as a tourist destination, demand for wipes on-the-go increased.

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