Home care in 2022 has recorded a significant increase in retail value growth, with laundry care and surface care recording solid results. However, positive current retail value results were mainly driven by inflation, which has negatively impacted volume sales. Rising budget constraints and uncertainty caused by the war in Ukraine and the energy crisis has impacted consumer buying habits. Spending on non-food and non-essential goods experienced negative growth in 2022.
The publisher's Home Care in Bulgaria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The publisher's Home Care in Bulgaria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Home Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
HOME CARE IN BULGARIAEXECUTIVE SUMMARY
- Home care in 2022: the big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- Table 1 Households 2017-2022
- Table 2 Sales of Home Care by Category: Value 2017-2022
- Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
- Table 4 NBO Company Shares of Home Care: % Value 2018-2022
- Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
- Table 7 Distribution of Home Care by Format: % Value 2017-2022
- Table 8 Distribution of Home Care by Format and Category: % Value 2022
- Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
SOURCES
- Summary 1 Research Sources
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Laundry care is vulnerable to price hikes, boosting current retail value growth
- Liquid format and concentrated formulas remain the key growth drivers
- Shopping tourism to Turkey is slowing down growth in laundry care
- Cheaper brands and private labels rise, as convenience drives growth in laundry care
- Local producers are expected to strengthen positions in laundry care
- Eco-green products will continue to expand and drive value growth in laundry care
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2017-2022
- Table 12 Sales of Laundry Care by Category: Value 2017-2022
- Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
- Table 14 Sales of Laundry Aids by Category: Value 2017-2022
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
- Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
- Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
- Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
- Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
- Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
- Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
- Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
- Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
- Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Dishwashing remains a growth driver of home care, despite growing budget constraints
- Automatic dishwashing results in solid value growth, offering heightened convenience
- Private label continues to grow in 2022, due to constraints on household budgets
- Ongoing urbanisation drives sales of automatic dishwashing products
- As automatic dishwashing rises, hand dishwashing will slow across the forecast period
- Brands that promote cost-saving and environmental awareness will appeal to consumers
- CATEGORY INDICATORS
- Table 68 Household Possession of Dishwashers 2017-2022
- Table 69 Sales of Dishwashing by Category: Value 2017-2022
- Table 70 Sales of Dishwashing by Category: % Value Growth 2017-2022
- Table 71 NBO Company Shares of Dishwashing: % Value 2018-2022
- Table 72 LBN Brand Shares of Dishwashing: % Value 2019-2022
- Table 73 Forecast Sales of Dishwashing by Category: Value 2022-2027
- Table 74 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Multi-purpose care and home care disinfectants drive retail volume growth
- Wash and wax floor cleaners suffer as consumers lack time to wash floors
- Growing demand for non-grocery retailers drives sales in surface care
- Surface care remains essential; however, trading down impacts retail value growth
- Growing eco-awareness hampers and challenges growth for surface care wipes
- Procter & Gamble launches Swiffer onto the landscape, boosting awareness for floor cleaners
- Table 26 Sales of Surface Care by Category: Value 2017-2022
- Table 27 Sales of Surface Care by Category: % Value Growth 2017-2022
- Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
- Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
- Table 30 NBO Company Shares of Surface Care: % Value 2018-2022
- Table 31 LBN Brand Shares of Surface Care: % Value 2019-2022
- Table 32 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
- Table 33 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
- Table 34 Forecast Sales of Surface Care by Category: Value 2022-2027
- Table 35 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Following the outbreak of COVID-19, bleach posts a notable slowdown in sales
- Colour-safe laundry bleach is rising in both retail volume and value terms
- Ace remains the landscape leader, while local players increase their share
- Rising awareness to divert interest away from chlorine products
- Local players to strengthen positions as consumer look to save costs
- Convenience and safety limit the popularity of bleach among younger consumers
- Table 36 Sales of Bleach: Value 2017-2022
- Table 37 Sales of Bleach: % Value Growth 2017-2022
- Table 38 NBO Company Shares of Bleach: % Value 2018-2022
- Table 39 LBN Brand Shares of Bleach: % Value 2019-2022
- Table 40 Forecast Sales of Bleach: Value 2022-2027
- Table 41 Forecast Sales of Bleach: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Budget constraints limit growth for specific toilet care products
- Dynamic development for ITBs as in-cistern devices record a drop in volume sales
- Supermarkets and e-commerce gain share as consumers hunt for bargain prices
- Private label is set to increase its share over the forecast period
- Value growth in toilet care is expected to slow down as consumers look for discounts
- Products combining convenience of use and good results will thrive
- Table 42 Sales of Toilet Care by Category: Value 2017-2022
- Table 43 Sales of Toilet Care by Category: % Value Growth 2017-2022
- Table 44 NBO Company Shares of Toilet Care: % Value 2018-2022
- Table 45 LBN Brand Shares of Toilet Care: % Value 2019-2022
- Table 46 Forecast Sales of Toilet Care by Category: Value 2022-2027
- Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Sales are challenged by a lack of innovation, with substitute products limiting growth
- Floor polish faces limited growth due to the popularity of alternative floorings
- Pronto leads furniture polish; however, cheaper options are a threat to growth
- Volume growth for furniture polish recovers, driven by the sustainable property market
- Shoe polish to remain stable as consumers look to maintain the appearance of shoes
- Private label to gain further share as price-conscious behaviour continues
- Table 48 Sales of Polishes by Category: Value 2017-2022
- Table 49 Sales of Polishes by Category: % Value Growth 2017-2022
- Table 50 NBO Company Shares of Polishes: % Value 2018-2022
- Table 51 LBN Brand Shares of Polishes: % Value 2019-2022
- Table 52 Forecast Sales of Polishes by Category: Value 2022-2027
- Table 53 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Air care records current retail value growth as volume sales decline
- Candle air fresheners remain popular, offering a natural solution that creates ambience
- Lack of advertisement and ongoing shifts to natural products shape the landscape
- Car air care to drive solid value growth across the forecast period
- Electric aroma diffusers grow, posing competition to air care products
- Table 54 Sales of Air Care by Category: Value 2017-2022
- Table 55 Sales of Air Care by Category: % Value Growth 2017-2022
- Table 56 Sales of Air Care by Fragrance: Value Ranking 2020-2022
- Table 57 NBO Company Shares of Air Care: % Value 2018-2022
- Table 58 LBN Brand Shares of Air Care: % Value 2019-2022
- Table 59 Forecast Sales of Air Care by Category: Value 2022-2027
- Table 60 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
- HOME INSECTICIDES IN BULGARIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Growth is aided by the countryside property market, driving sales of spray/aerosols
- Insecticide coils lags as consumers question its effectiveness
- Awareness of chemicals used within insecticide products is increasing
- Urbanisation and use of specialised exterminators impacts retail volume sales
- The popularity of rural houses and villas drives demand in home insecticides
- Climate change boosts the ongoing potential of home insecticides
- Table 61 Sales of Home Insecticides by Category: Value 2017-2022
- Table 62 Sales of Home Insecticides by Category: % Value Growth 2017-2022
- Table 63 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
- Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
- Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
- Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
- Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
