Consumer Health in Bulgaria

Report
111 Pages
October 2023
Region: Bulgaria
Euromonitor International
ID: 2622104

In 2023, the consumer health market in Bulgaria is set to see steady current value growth, with sales set to continue to fall at constant 2023 prices, though at a slower rate than in the previous year in both cases. Consumer preferences are shifting toward more healthy lifestyles as part of a general rise in health awareness and growing interest in overall wellbeing. As a result, categories such as vitamins and dietary supplements are seeing significant increases in demand.

The Consumer Health in Bulgaria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Consumer Health 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.

CONSUMER HEALTH IN BULGARIA

EXECUTIVE SUMMARY

Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Distribution of Consumer Health by Format: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format and Category: % Value 2023
Table 9 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DISCLAIMERDEFINITIONS

SOURCES

Summary 1 Research Sources

ANALGESICS IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Market maturity leaves little room for development and innovation
Self-medicating trend continues spreading among consumers
Widespread advertising campaigns remain a driving force for sales

PROSPECTS AND OPPORTUNITIES

E-commerce to continue gaining popularity among consumers over the forecast period
Development of non-opioid analgesics possibly leading to changes in the market over the forecast period
Ageing population and longer life expectancy to support sales over the forecast period

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2018-2023
Table 12 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Analgesics: % Value 2019-2023
Table 14 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 15 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Price sensitivity and self-medication support sales growth
Seasonality of demand boosts sales growth over colder months
Pharmacies remains main distribution channel despite development of e-commerce

PROSPECTS AND OPPORTUNITIES

Increase in outdoor activities to benefit sales
Longer allergy seasons and increased amount of pollen to boost demand over the forecast period
Natural products to alter consumer preferences

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

DIGESTIVE REMEDIES IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Heavy advertising continues to support sales
Traditional heavy diet and sedentary lifestyle of older generations support high demand
No-spa benefits from dual focus on female consumers and young people

PROSPECTS AND OPPORTUNITIES

Growing popularity of probiotics to hinder sales growth
Growing number of health conscious consumers likely to decrease demand
E-commerce expected to continue to gain popularity among consumers

CATEGORY DATA

Table 23 Sales of Digestive Remedies by Category: Value 2018-2023
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 25 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

DERMATOLOGICALS IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Sedentary lifestyles support steady growth
Ageing population maintains demand
Consumers turn to online retailing

PROSPECTS AND OPPORTUNITIES

Spreading self-medication trend to boost demand over forecast period
Natural products growing more popular among consumers
Demographic trend of decreasing birth rate to slow down growth of nappy (diaper) rash treatment products

CATEGORY DATA

Table 29 Sales of Dermatologicals by Category: Value 2018-2023
Table 30 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 32 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
Table 34 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

NRT SMOKING CESSATION AIDS IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Smoking culture decreases demand
Lack of public anti-smoking campaigns leads to decline in volume sales
Johnson & Johnson dominates

PROSPECTS AND OPPORTUNITIES

E-commerce likely to grow despite category’s decreasing popularity
Increased respiratory tract health awareness following the COVID-19 pandemic likely to sustain demand
Growing popularity of vaping diminishes growth potential

CATEGORY INDICATORS

Table 36 Number of Smokers by Gender 2018-2023

CATEGORY DATA

Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028

SLEEP AIDS IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Stressful busy lifestyles boost demand
Surge in sleeping disorders supports sales
E-commerce to continue developing

PROSPECTS AND OPPORTUNITIES

CBD products likely to gain in popularity among younger demographics
Shift towards natural products to reshape consumer preferences
Consequences of urbanisation to sustain demand over the forecast period

CATEGORY DATA

Table 43 Sales of Sleep Aids: Value 2018-2023
Table 44 Sales of Sleep Aids: % Value Growth 2018-2023
Table 45 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 46 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 47 Forecast Sales of Sleep Aids: Value 2023-2028
Table 48 Forecast Sales of Sleep Aids: % Value Growth 2023-2028

EYE CARE IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Market maturity limits growth opportunities
Ageing population supports steady increase in demand
Alcon Laboratories retains lead, while the pharmacies channel continues to dominate distribution

PROSPECTS AND OPPORTUNITIES

Prevalence of digital lifestyles to boost demand over the forecast period
Increase in eye health awareness to sustain growth
E-commerce expected to continue its expansion

CATEGORY DATA

Table 49 Sales of Eye Care by Category: Value 2018-2023
Table 50 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Eye Care: % Value 2019-2023
Table 52 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 53 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028

WOUND CARE IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Re-engaging in outdoor activities leads to recovery of sales
Regulations for car safety support demand
Brick and mortar stores remain preferred distribution channels over e-commerce

PROSPECTS AND OPPORTUNITIES

Consumers likely to shift toward eco-friendly options
Expanding range of distribution channels to boost growth over the forecast period
Innovation required to stand out in a mature market

CATEGORY DATA

Table 55 Sales of Wound Care by Category: Value 2018-2023
Table 56 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Wound Care: % Value 2019-2023
Table 58 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 59 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

VITAMINS IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Health and wellness trend continues to sustain sales growth
Demand grows as a result of vitamin D deficiency epidemic
Enduring demand for multivitamins, but growing awareness of role of particular single vitamins

PROSPECTS AND OPPORTUNITIES

Trend of personalisation expected to alter consumer preferences
Steady growth in sales expected over the forecast period
E-commerce to continue benefiting from health and wellness trend

CATEGORY DATA

Table 61 Sales of Vitamins by Category: Value 2018-2023
Table 62 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 63 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 64 NBO Company Shares of Vitamins: % Value 2019-2023
Table 65 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 66 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

DIETARY SUPPLEMENTS IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Probiotic supplements benefit from growing awareness, while magnesium remains popular
Dietary supplements category sees demand supported by social media
Fragmented competitive landscape creates need for regular product launches

PROSPECTS AND OPPORTUNITIES

E-commerce expected to continue expansion
Diversification of product offerings anticipated to fuel competition
Growing awareness of preventive measures to generate increase in demand

CATEGORY DATA

Table 68 Sales of Dietary Supplements by Category: Value 2018-2023
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 70 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 71 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

WEIGHT MANAGEMENT AND WELLBEING IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Sales growth facilitated by social media
Busy lifestyles support demand
Weight loss supplements a leading category in the market

PROSPECTS AND OPPORTUNITIES

Increase in obesity among adults to drive demand over the forecast period
Meal replacements anticipated to experience fast growth over the forecast period
Growing fitness culture among young demographics to boost demand

CATEGORY DATA

Table 75 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

SPORTS NUTRITION IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Multinationals remain the leading players
E-commerce continues to grow
Social media trends boost demand for creatine

PROSPECTS AND OPPORTUNITIES

Positive outlook for sports nutrition over the forecast period
Growing fitness culture predicted to support growth
Dietary trends to reshape the market

CATEGORY DATA

Table 81 Sales of Sports Nutrition by Category: Value 2018-2023
Table 82 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 83 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 84 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 85 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

HERBAL/TRADITIONAL PRODUCTS IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Healthy living trend to continue supporting market expansion
Growing awareness boosting self-medication trend
Category benefits from trust in traditional medicine

PROSPECTS AND OPPORTUNITIES

E-commerce expected to provide opportunities for new market entrants
Urban lifestyles to support demand, with women more likely to purchase herbal/traditional products
Shift toward natural products to boost demand over the forecast period

CATEGORY DATA

Table 87 Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028

PAEDIATRIC CONSUMER HEALTH IN BULGARIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Preference for child specific products
Store-based pharmacies remains the dominant channel
Consumer awareness speeds up shift toward natural products

PROSPECTS AND OPPORTUNITIES

Increasing number of allergies to boost demand for paediatric cough, cold, and allergy (hay fever) remedies
Online platforms offer opportunities for market expansion
Demographic trends set to present an obstacle to category development

CATEGORY DATA

Table 93 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 95 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
Table 96 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
Table 97 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 98 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028

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