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Consumer Health in Bulgaria

Publisher Euromonitor International
Published Sep 22, 2025
Length 99 Pages
SKU # EP20439495

Description

Consumer health in Bulgaria recorded a positive value performance in 2025, although volume growth was more modest. High unit prices and relatively low purchasing power limited potential, and price sensitivity remained an important factor shaping consumer behaviour. Many Bulgarians turned to private label options or lower-priced domestic products as a result. The improving economic environment helped to stabilise the market, with inflation softening, disposable incomes starting to recover, and to...

Euromonitor International's 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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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.

Table of Contents

99 Pages
Consumer Health in Bulgaria
Euromonitor International
September 2025
List Of Contents And Tables
CONSUMER HEALTH IN BULGARIA
EXECUTIVE SUMMARY
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
ANALGESICS IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Growing demand for analgesics
Aspirin remains the most popular option
Pharmacies remain the preferred channel
PROSPECTS AND OPPORTUNITIES
Demand is set to increase in the coming years
Strong e-commerce performance expected
Bulgarians more likely to stock up
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
High consumer interest in cough, cold and allergy remedies
Large international companies dominate sales
Pharmacies remain the dominant channel
PROSPECTS AND OPPORTUNITIES
Respiratory issues will become more common
E-commerce to gain traction
Rising focus on health and wellness
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
DIGESTIVE REMEDIES IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Tourism rebound and heavy cuisine sustain demand for digestive remedies
No-Spa leads as Bulgarians trust established international brands
Pharmacies dominate while e-commerce expands through discounts and convenience
PROSPECTS AND OPPORTUNITIES
Population ageing and chronic conditions support moderate growth
Innovation and digital tools to reshape consumer engagement
Healthier eating habits to influence long-term demand
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2020-2025
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
DERMATOLOGICALS IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Climate change, pollution and stress fuel demand for dermatologicals
Multinational players consolidate leadership while dermocosmetics gain ground
Pharmacies remain central while e-commerce accelerates with niche offerings
PROSPECTS AND OPPORTUNITIES
Environmental and lifestyle pressures to sustain demand
Technological advances to enable innovation and digital care solutions
Demand for natural and sustainable products to intensify
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
NRT SMOKING CESSATION AIDS IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
High smoking prevalence sustains demand for NRT products
Nicorette dominates as category-defining brand, though competition from herbal remedies emerges
Pharmacies drive sales while e-commerce accelerates with convenience and accessibility
PROSPECTS AND OPPORTUNITIES
Large pools of smokers provide long-term growth potential
Digital tools and e-commerce to shape future cessation journeys
Herbal remedies and supplements to intensify competitive pressures
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2020-2025
CATEGORY DATA
Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
SLEEP AIDS IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Stressful lifestyles and digital habits fuel growing demand for sleep aids
Novanight consolidates leadership as Doppelherz drives dynamism
Pharmacies dominate while e-commerce becomes an increasingly important sales channel
PROSPECTS AND OPPORTUNITIES
Rising prevalence of sleep disorders will sustain long-term demand
Digitalisation and wearables to enhance consumer engagement
Natural solutions and sustainability to guide consumer choices
CATEGORY DATA
Table 44 Sales of Sleep Aids: Value 2020-2025
Table 45 Sales of Sleep Aids: % Value Growth 2020-2025
Table 46 NBO Company Shares of Sleep Aids: % Value 2021-2025
Table 47 LBN Brand Shares of Sleep Aids: % Value 2022-2025
Table 48 Forecast Sales of Sleep Aids: Value 2025-2030
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
EYE CARE IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Longer allergy seasons and digital lifestyles drive eye care demand
Visine retains brand leadership while Ophthalmo Septonex gains traction
Pharmacies remain dominant while e-commerce emerges as the fastest-growing channel
PROSPECTS AND OPPORTUNITIES
Eye strain, allergies, and ageing will sustain category growth
E-commerce expansion and digital innovation to transform access
Eco-friendly packaging and transparent labelling to attract conscious consumers
CATEGORY DATA
Table 50 Sales of Eye Care by Category: Value 2020-2025
Table 51 Sales of Eye Care by Category: % Value Growth 2020-2025
Table 52 NBO Company Shares of Eye Care: % Value 2021-2025
Table 53 LBN Brand Shares of Eye Care: % Value 2022-2025
Table 54 Forecast Sales of Eye Care by Category: Value 2025-2030
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
WOUND CARE IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Outdoor activities and active lifestyles boost demand for wound care
Medica AD retains leadership while Burnshield gains visibility
Pharmacies dominate sales while e-commerce emerges as fastest-growing channel
PROSPECTS AND OPPORTUNITIES
Outdoor recreation and proactive habits to sustain growth
Innovation in materials and segmentation to reshape the category
Sustainability to influence consumer preferences
CATEGORY DATA
Table 56 Sales of Wound Care by Category: Value 2020-2025
Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
VITAMINS IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Rising health awareness and immunity concerns sustain demand for vitamins
Local heritage brands dominate while Bayer drives dynamic growth
Pharmacies remain key while e-commerce accelerates
PROSPECTS AND OPPORTUNITIES
Multivitamins and immunity products to remain key growth drivers
Technology and personalisation to shape product innovation
Eco-conscious packaging and beauty-linked vitamins to attract consumers
CATEGORY DATA
Table 62 Sales of Vitamins by Category: Value 2020-2025
Table 63 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 64 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 65 NBO Company Shares of Vitamins: % Value 2021-2025
Table 66 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 67 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
DIETARY SUPPLEMENTS IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Rising health awareness drives demand for dietary supplements
International and local players expand presence
Pharmacies remain dominant while e-commerce accelerates
PROSPECTS AND OPPORTUNITIES
Ageing, preventive health and education to sustain demand
Technology and innovation to shape future product offerings
Natural, eco-friendly and lifestyle-linked supplements to gain relevance
CATEGORY DATA
Table 69 Sales of Dietary Supplements by Category: Value 2020-2025
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 71 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 72 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
WEIGHT MANAGEMENT AND WELLBEING IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Rising health and image concerns drive demand for weight management products
Herbalife maintains leadership while local players gain traction
Omnichannel pharmacies and e-commerce support growth
PROSPECTS AND OPPORTUNITIES
Consumer image concerns and rising caution to shape demand
Digital transformation to drive innovation and personalisation
Growing focus on holistic health and sustainability
CATEGORY DATA
Table 76 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
SPORTS NUTRITION IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Expanding fitness culture supports sports nutrition uptake
International brands dominate while smaller players gain ground
E-commerce and social media reshape retail landscape
PROSPECTS AND OPPORTUNITIES
Rising focus on active lifestyles to sustain demand
Digital transformation and influencer engagement to shape competition
Growing opportunities for plant-based and sustainable sports nutrition
CATEGORY DATA
Table 82 Sales of Sports Nutrition by Category: Value 2020-2025
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 84 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
HERBAL/TRADITIONAL PRODUCTS IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Strong cultural tradition sustains demand for herbal remedies
Leading players consolidate while challengers grow
Pharmacies remain trusted, while e-commerce expands reach
PROSPECTS AND OPPORTUNITIES
Tradition, ageing population and affordability to drive growth
Digital tools and innovation to expand consumer engagement
Traceability, sustainability and local sourcing to gain importance
CATEGORY DATA
Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
PAEDIATRIC CONSUMER HEALTH IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Health awareness drives stronger demand for children’s products
Leading players expand through brand trust and affordability
Pharmacies remain the core channel while e-commerce surges
PROSPECTS AND OPPORTUNITIES
Rising demand for premium children’s health despite demographic decline
Innovation and digitalisation to reshape the competitive landscape
Natural positioning and government initiatives to support growth
CATEGORY DATA
Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030

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