In 2021, retail value sales of beauty and personal care products recovered from the steep declines registered in the previous year when restrictions on travel, the temporary closure of workplaces and educational institutions and tightly controlled social distancing reduced the need for many of these products, in particular products that might be used for personal grooming before going to work or a party.
This Beauty and Personal Care 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
This Beauty and Personal Care 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun 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 Beauty and Personal 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
EXECUTIVE SUMMARY- Beauty and personal care in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for beauty and personal care?
- CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
- CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
- Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- As social conditions return to normal, demand for mass beauty and personal care products recovers in 2021
- Mass women’s fragrances perform best amidst renewed consumer demand
- Natural innovation in line with evolving consumer concerns during crisis
- Mass beauty and personal care set to see accelerated growth following the slowdown during the COVID-19 pandemic
- Growth of e-commerce to boost sales of mass beauty and personal care brands
- Health, beauty and sustainability trends increasingly marching in step for mass beauty and personal care
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Easing of pandemic-related restrictions and people partaking in social activities again benefits sales of premium colour cosmetics and fragrances
- E-commerce and improved brand availability contribute to the expansion of premium beauty and personal care
- Demand for personal hygiene products remained high in 2021
- Premium beauty and personal care set to see accelerated growth over the forecast period as consumer disposable incomes rise
- Premium brands need new ways to find differentiation
- Less is more for greener, classier premium beauty and personal care
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Reopening of economy and rising consumer confidence supports value sales growth of baby and child-specific products
- Demand for baby and child-specific sun care recovers as travel restrictions are lifted
- E-commerce helps increase sales of baby and child-specific products
- Rising health awareness spikes demand for natural/organic products
- E-commerce opportunities lie in channel’s immaturity and shifting consumer habits
- New digital native mothers and Bulgaria’s social services will widen window for digital interaction
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
- Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
- Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
- Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
- Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
- Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Bar soap maintains positive growth as liquid soap and sanitisers decline due to gradual normalisation of demand
- Ecological claims increasingly important in bath and shower
- Demand for non-essential bath and shower products recovers as initial pandemic-induced anxiety fades
- Increasing polarisation in bath and shower
- E-commerce accelerates, bringing niche products into mainstream
- Bath and shower sees rising demand for green, sustainable innovation
- Table 34 Sales of Bath and Shower by Category: Value 2016-2021
- Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
- Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
- Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
- Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
- Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
- Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
- Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
- Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Colour cosmetics bounces back as social conditions return to normal
- COVID-19 lockdowns and mask wearing change make-up habits
- Digital acceleration driven by virus continues, opening new sales windows
- Colour cosmetics to outperform review period growth
- Digital natives reshaping consumer relationships to brands
- Sustainability set to become premium marker, value driver
- Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
- Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
- Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
- Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
- Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
- Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
- Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
- Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
- Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
- Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
- Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Reopening of economy and consumer going back to work benefits sales of deodorants
- Convenience trend influences consumer deodorant preferences
- Shift online is permanent
- Steady growth as social conditions return to normal
- Deodorant creams and deodorant roll-ons are gaining in popularity
- Scope for greener deodorants with natural functionality
- Table 54 Sales of Deodorants by Category: Value 2016-2021
- Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
- Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
- Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
- Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
- Table 59 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
- Table 60 Forecast Sales of Deodorants by Category: Value 2021-2026
- Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
- Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Return to growth as consumers emerge from lockdown
- Women’s razors and blades sales negatively affected by men’s razors and blades
- Natural trends, segmentation drive innovation
- Moderately stronger growth for depilatories over the forecast period as more brands enter the product area
- Potential for innovation within depilatories
- Economy positions set to thrive
- Table 63 Sales of Depilatories by Category: Value 2016-2021
- Table 64 Sales of Depilatories by Category: % Value Growth 2016-2021
- Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
- Table 66 NBO Company Shares of Depilatories: % Value 2017-2021
- Table 67 LBN Brand Shares of Depilatories: % Value 2018-2021
- Table 68 Forecast Sales of Depilatories by Category: Value 2021-2026
- Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Relaxation of pandemic-related restrictions supports return to growth
- Clean beauty trend strengthens in fragrances
- E-commerce continues its upward trajectory
- Slow recovery for fragrances
- Mass set to see faster recovery, but top end of premium still offers opportunity
- Overhauled retail structures support growth
- Table 70 Sales of Fragrances by Category: Value 2016-2021
- Table 71 Sales of Fragrances by Category: % Value Growth 2016-2021
- Table 72 NBO Company Shares of Fragrances: % Value 2017-2021
- Table 73 LBN Brand Shares of Fragrances: % Value 2018-2021
- Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
- Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
- Table 76 Forecast Sales of Fragrances by Category: Value 2021-2026
- Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Gradual reopening of the economy drives return to growth
- Ongoing consumer interest in innovation
- Perms and relaxants sales continue to decline as consumer demand shrinks due to changing consumer preferences
- Reopened economy and innovation will drive quick return to growth
- E-commerce accelerates in Bulgaria, creating opportunity for hair care
- New social media habits post-pandemic offer opportunity for brand operators
- Table 78 Sales of Hair Care by Category: Value 2016-2021
- Table 79 Sales of Hair Care by Category: % Value Growth 2016-2021
- Table 80 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
- Table 81 NBO Company Shares of Hair Care: % Value 2017-2021
- Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
- Table 83 LBN Brand Shares of Hair Care: % Value 2018-2021
- Table 84 LBN Brand Shares of Colourants: % Value 2018-2021
- Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
- Table 86 LBN Brand Shares of Styling Agents: % Value 2018-2021
- Table 87 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
- Table 88 Forecast Sales of Hair Care by Category: Value 2021-2026
- Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
- Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Return to the workplace and relaxation of restrictions on social activities drives return to growth
- New grooming trends benefit men’s skin care
- Pandemic beard growing, regime relaxation limit men’s shaving
- Men’s grooming set to outperform review period due to growing interest in men’s skin care and premium men’s shaving products
- Beard trend is here to stay and retro-themed grooming products are gaining in popularity
- E-commerce emerges as key driver
- Table 91 Sales of Men’s Grooming by Category: Value 2016-2021
- Table 92 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
- Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
- Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
- Table 95 NBO Company Shares of Men’s Grooming: % Value 2017-2021
- Table 96 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
- Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
- Table 98 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
- Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Oral care less affected by crisis, with health-aligned products prospering
- Rising interest in oral hygiene boosts demand for electric toothbrushes
- E-commerce remains on an upward trajectory
- Bio innovation and natural function can sustain value strength
- Stronger clinical positioning and consumer targeting offer opportunity
- Oral care set to see polarisation over the forecast period
- Table 100 Sales of Oral Care by Category: Value 2016-2021
- Table 101 Sales of Oral Care by Category: % Value Growth 2016-2021
- Table 102 Sales of Toothbrushes by Category: Value 2016-2021
- Table 103 Sales of Toothbrushes by Category: % Value Growth 2016-2021
- Table 104 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
- Table 105 NBO Company Shares of Oral Care: % Value 2017-2021
- Table 106 LBN Brand Shares of Oral Care: % Value 2018-2021
- Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
- Table 108 LBN Brand Shares of Toothpaste: % Value 2018-2021
- Table 109 Forecast Sales of Oral Care by Category: Value 2021-2026
- Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
- Table 111 Forecast Sales of Toothbrushes by Category: Value 2021-2026
- Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Indispensable skin care demonstrates steady growth, with premium ranges seeing growing demand
- Clean beauty trends in skin care
- Lifestyle changes lift demand for some skin care products
- Skin health, natural function still key areas for opportunity in Bulgaria
- Skin care shopping habits well suited to e-commerce development
- Social media and beauty and personal care influencers key to skin care brands over the forecast period
- Table 113 Sales of Skin Care by Category: Value 2016-2021
- Table 114 Sales of Skin Care by Category: % Value Growth 2016-2021
- Table 115 NBO Company Shares of Skin Care: % Value 2017-2021
- Table 116 LBN Brand Shares of Skin Care: % Value 2018-2021
- Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
- Table 118 LBN Brand Shares of Anti-agers: % Value 2018-2021
- Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
- Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
- Table 121 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
- Table 122 Forecast Sales of Skin Care by Category: Value 2021-2026
- Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Recovery as restrictions on travel and tourism are eased
- Self-tanning suffers from beauty, rather than health, alignment
- Premiumisation trends resumes
- Recovery ahead as Bulgaria reopens, but sun care set for polarisation
- Segmentation offers opportunity
- Stronger clinical positioning can benefit from sharpening health awareness
- Table 124 Sales of Sun Care by Category: Value 2016-2021
- Table 125 Sales of Sun Care by Category: % Value Growth 2016-2021
- Table 126 NBO Company Shares of Sun Care: % Value 2017-2021
- Table 127 LBN Brand Shares of Sun Care: % Value 2018-2021
- Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
- Table 129 Forecast Sales of Sun Care by Category: Value 2021-2026
- Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
