Demand for wipes in Bulgaria continued to grow in 2021, following a generally positive performance by the category the previous year, when heightened hygiene and cleaning routines as a result of the virus drove up sales of antibacterial all purpose cleaning wipes, intimate wipes and moist toilet wipes. Furthermore, a relaxing of restrictions meant that demand for cosmetic wipes improved after a marginal dip in retail volume terms the previous year when sales were impacted by limited mobility outside of the home, including socialising and remote working as a result of lockdowns and various restrictions.
Baby wipes remained the most significant category of wipes in Bulgaria at the end of the review period, and a notable growth driver since they are considered more gentle on the skin and free from chemicals and fragrances by all users, despite their main positioning in terms of demographic. Therefore, despite a declining birth rate and a further drop in demand for nappies/diapers, retail volume sales of baby wipes continued to rise in 2021, offering multifunctionality to consumers for use both in and outside of the home.
Although wipes, mainly consisting of baby wipes and antibacterial options, is oversaturated with brands and led by Agiva OOD and Lavena AD (Bochko), the only two players to hold double-digit value share in 2021, companies continued to launch new brands and products. For example, Aroma AD introduced its new Chisto antibacterial wipes in different pack sizes at the end of 2020 in line with increased consumption driven by COVID-19.
With intensifying post-pandemic out-of-home lifestyles in Bulgaria, demand for wipes will continue to grow over the forecast period. In addition, heightened health concerns and greater attention to personal hygiene driven by COVID-19 are expected to remain long-lasting trends moving forwards.
The healthy and ecological trend is predicted to develop further in Bulgaria over the forecast period. As a result, 99% water-based wipes (particularly for baby wipes) are likely to gain greater popularity.
Boosted by COVID-19, sales of wipes through e-commerce and direct selling grew in 2020, although the latter witnessed declines the following year. On the other hand, the most significant retailing channels - health and beauty specialist retailers such as drugstores and modern grocery retail chains - will continue to expand both offline by opening new physical stores, and online by establishing their e-commerce platforms or third party partnerships.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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