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Beauty and Personal Care in Bulgaria

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    Report

  • 125 Pages
  • April 2024
  • Region: Bulgaria
  • Euromonitor International
  • ID: 2887367
In 2023, beauty and personal care in Bulgaria performed noticeably better than in 2022. The relatively high inflation, especially in the first half of the year, led to significant growth in current value terms, with double-digit increases across most categories. Although price increases led to changes in consumer spending, resulting in some trading down to more affordable options, most categories grew in retail volume terms.

The 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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Rising demand for affordable products underpins growth in mass segment
  • Discounters entice consumers with cheaper mass beauty and personal care products
  • Health and personal care stores influence popularity of mass products
PROSPECTS AND OPPORTUNITIES
  • Price sensitivity will drive the popularity of mass products
  • E-commerce faces solid growth potential
  • Refill pouches to gain popularity due to lower cost and sustainability
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Strong performance in premium segment despite high inflation
  • Dermocosmetic brands drive growth in premium segment
  • Beauty specialists and e-commerce make premium brands accessible to Bulgarians
PROSPECTS AND OPPORTUNITIES
  • Strong growth potential for sustainable and natural premium products in upcoming period
  • Gen Z are critical to premium segment development
  • E-commerce will bring more premium brands to the fore
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Rising awareness of proper skin care drives volume sales
  • Lavena AD leads category with Bochko brand
  • Health and personal care stores lead in distribution
PROSPECTS AND OPPORTUNITIES
  • Falling birth rate to slow volume growth
  • Younger parents prefer natural and organic products
  • E-commerce to expand its share of value sales
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Bulgarians shift towards private label in bath and shower
  • Liquid bath and shower gains popularity
  • Health and personal care stores remain leading channel
PROSPECTS AND OPPORTUNITIES
  • Young adult consumers to seek out more sustainable offerings
  • E-commerce gains share in bath and shower
  • Strong growth potential for intimate washes
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2018-2023
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Robust sales performance in colour cosmetics
  • Home and personal care stores gain share amid cost-of-living crisis
  • Social media is key channel for make-up advice and inspiration
PROSPECTS AND OPPORTUNITIES
  • Rising average incomes to fuel sales of premium colour cosmetics
  • E-commerce has further growth potential
  • Sustainability agenda will fuel changes to production methods
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
  • Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
  • Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
DEODORANTS IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Aluminium shortages contribute to higher deodorant prices in 2023
  • Volume sales remain buoyant even in the face of price rises
  • Health and personal care stores are the leading distribution channel
PROSPECTS AND OPPORTUNITIES
  • Elevated prices of deodorants will fuel value growth but limit consumption
  • Aluminium concerns to weigh on deodorants category
  • E-commerce channel to gain importance
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2018-2023
  • Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
  • Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
  • Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
  • Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Solid performance for depilatories category
  • Manufacturers focus on adding skin care properties
  • Discounters make gains amid cost-of-living crisis
PROSPECTS AND OPPORTUNITIES
  • Competition from men’s and unisex razors to weigh on sales performance
  • Women’s pre-shave to record steady growth
  • E-commerce to gain share in upcoming period
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2018-2023
  • Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
  • Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
  • Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
  • Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Fragrances continue to recover from pandemic
  • Strong performance in premium fragrances
  • Direct sellers under pressure from e-commerce growth
PROSPECTS AND OPPORTUNITIES
  • Economic improvements to underpin future growth
  • Vanilla-based fragrances to remain a key scent
  • E-commerce has further scope for growth
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2018-2023
  • Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
  • Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
  • Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
  • Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Hair care enjoys solid performance amid greater product usage
  • Perms and relaxants lose favour with consumers
  • Health and personal care stores remain the most popular channel for purchasing hair care
PROSPECTS AND OPPORTUNITIES
  • Strong growth outlook in value terms
  • Sustainable products to emerge in hair care
  • E-commerce has further growth potential in hair care
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2018-2023
  • Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
  • Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
  • Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
  • Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
  • Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Men’s grooming benefits from a growing focus on self-care and appearance
  • Brand and product developments are gathering pace in men’s grooming
  • Beauty specialists gain value share
PROSPECTS AND OPPORTUNITIES
  • Moderate growth in men’s grooming as the category develops
  • E-commerce has further scope for growth
  • Older generations will support men’s shaving products
CATEGORY DATA
  • Table 122 Sales of Men’s Grooming by Category: Value 2018-2023
  • Table 123 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
  • Table 124 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
  • Table 125 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
  • Table 126 NBO Company Shares of Men’s Grooming: % Value 2019-2023
  • Table 127 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
  • Table 128 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
  • Table 129 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
  • Table 130 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Teeth whitening and general importance of oral care underpin sales
  • Health and personal care stores take the lead in distribution
  • Electric toothbrushes register strong value growth
PROSPECTS AND OPPORTUNITIES
  • Demand for natural-based oral care is expected to rise
  • Oral care e-commerce sales to rise further
  • Price sensitivity will weigh on purchasing decisions in oral care
CATEGORY DATA
  • Table 91 Sales of Oral Care by Category: Value 2018-2023
  • Table 92 Sales of Oral Care by Category: % Value Growth 2018-2023
  • Table 93 Sales of Toothbrushes by Category: Value 2018-2023
  • Table 94 Sales of Toothbrushes by Category: % Value Growth 2018-2023
  • Table 95 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
  • Table 96 NBO Company Shares of Oral Care: % Value 2019-2023
  • Table 97 LBN Brand Shares of Oral Care: % Value 2020-2023
  • Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
  • Table 99 LBN Brand Shares of Toothpaste: % Value 2020-2023
  • Table 100 Forecast Sales of Oral Care by Category: Value 2023-2028
  • Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
  • Table 102 Forecast Sales of Toothbrushes by Category: Value 2023-2028
  • Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Skin care enjoys double-digit value growth
Skin care manufacturers target Gen Z
  • Firming body care is losing appeal
PROSPECTS AND OPPORTUNITIES
  • New EU legislation on retinol concentration will lead to product reformulations
  • Promising outlook for e-commerce sales
  • Skin care brands to work on enhancing the customer experience
CATEGORY DATA
  • Table 104 Sales of Skin Care by Category: Value 2018-2023
  • Table 105 Sales of Skin Care by Category: % Value Growth 2018-2023
  • Table 106 NBO Company Shares of Skin Care: % Value 2019-2023
  • Table 107 LBN Brand Shares of Skin Care: % Value 2020-2023
  • Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
  • Table 109 LBN Brand Shares of Anti-agers: % Value 2020-2023
  • Table 110 LBN Brand Shares of Firming Body Care: % Value 2020-2023
  • Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
  • Table 112 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
  • Table 113 Forecast Sales of Skin Care by Category: Value 2023-2028
  • Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN BULGARIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Sun care consumption is dampened by bad weather
  • Rising demand for facial sun protection among women
  • Consumers remain price-sensitive amid cost-of-living crisis
PROSPECTS AND OPPORTUNITIES
  • Desire for tanned skin to drive sales of self-tanning products
  • E-commerce to develop with aid of social media trends
  • Premium sun care to grow at fast pace
CATEGORY DATA
  • Table 115 Sales of Sun Care by Category: Value 2018-2023
  • Table 116 Sales of Sun Care by Category: % Value Growth 2018-2023
  • Table 117 NBO Company Shares of Sun Care: % Value 2019-2023
  • Table 118 LBN Brand Shares of Sun Care: % Value 2020-2023
  • Table 119 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
  • Table 120 Forecast Sales of Sun Care by Category: Value 2023-2028
  • Table 121 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028