Executive Summary

Apr 2019
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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Wipes in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wipes in Bulgaria?
  • What are the major brands in Bulgaria?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Wipes in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Consumers substitute general purpose wipes with baby wipes
Antibacterial wipes are on the rise
The revival of moist toilet paper

COMPETITIVE LANDSCAPE

Beiersdorf Bulgaria innovates in facial wipes
Brand owners view moist toilet paper as having high potential
Forecourt retailers is an important channel for wipes

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2013-2018
Table 2 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 5 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Tissue and Hygiene in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

2018 proves a strong year for tissue and hygiene
An extensive focus on innovation to boost differentiation
Private label has an increasing presence in tissue and hygiene
Distribution in the retail and AFH channels
Growth is expected to continue in the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources