Home Care in Bulgaria

Home Care in Bulgaria

Home care recorded strong growth in 2019, especially in retail current value terms, with slower growth in retail volume terms. The increase in promotional activity in modern grocery retailers encouraged consumers to trade up to higher-priced products, as did higher disposable incomes. Premiumisation was notable in laundry care and surface care, with demand for bio and eco products and all-in-one products stimulating higher value sales. Stronger formulae, enhanced scents, concentrated gel formats...

Euromonitor International'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 2024 illustrate how the market is set to change.

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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


Home Care in Bulgaria
Euromonitor International
February 2020
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
A move towards more premium products prompts strong value growth in home care
Economic growth has a positive effect
The leading players, both local and multinational, maintain their positions
New product developments will continue to stimulate growth
Home care is expected to continue growing over the forecast period
MARKET INDICATORS
Table 1 Households 2014-2019
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Growth in air care is driven mostly by electric air fresheners
Car and candle air fresheners also see steady growth
Spray/aerosol format continues to account for the biggest value share
COMPETITIVE LANDSCAPE
Air care is dominated by international brands; Ambi-Pur performs particularly well
Balev Corp increases its lead in car air fresheners
Local hand-made candles create competition for branded products
CATEGORY DATA
Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Air Care: % Value 2015-2019
Table 14 LBN Brand Shares of Air Care: % Value 2016-2019
Table 15 Forecast Sales of Air Care by Category: Value 2019-2024
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Competition from other categories hampers growth
Bleach is mainly used for cleaning bathrooms
Consumers prefer scented bleach over the classic version
COMPETITIVE LANDSCAPE
Ace maintains its long-standing lead
Local brands perform well due to their low prices
The importance of advertising demonstrated by Ace
CATEGORY DATA
Table 17 Sales of Bleach: Value 2014-2019
Table 18 Sales of Bleach: % Value Growth 2014-2019
Table 19 NBO Company Shares of Bleach: % Value 2015-2019
Table 20 LBN Brand Shares of Bleach: % Value 2016-2019
Table 21 Forecast Sales of Bleach: Value 2019-2024
Table 22 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Automatic dishwashing sees a rising share of sales
Hand dishwashing also sees rising sales thanks to value-added features
Strong growth set to continue, especially in automatic dishwashing
COMPETITIVE LANDSCAPE
Henkel Bulgaria maintains its lead, followed by Ficosota Syntez
Players leverage partnerships and new launches
Mexon’s Medix brand leads hand dishwashing but the private label share is rising
CATEGORY INDICATORS
Table 23 Household Possession of Dishwashers 2014-2019
CATEGORY DATA
Table 24 Sales of Dishwashing by Category: Value 2014-2019
Table 25 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 27 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 28 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Electric insecticides sees the most dynamic value growth
Spray/aerosol insecticides are preferred, but electric insecticides sees higher growth
Challenge from alternative products and professional extermination companies
COMPETITIVE LANDSCAPE
Johnson Wax Group remains the undisputed leader due to consumer trust
The Killtox brand maintains strong growth due to low price and marketing
More than half of sales are through supermarkets and hypermarkets
CATEGORY DATA
Table 30 Sales of Home Insecticides by Category: Value 2014-2019
Table 31 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 32 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 33 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 34 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 35 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 36 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Bulgarians buy more laundry care products but are not brand-loyal
The value share of laundry detergents is increasing
More notable health and wellness trend in laundry care
COMPETITIVE LANDSCAPE
Procter & Gamble Bulgaria leads with well-established brands
Local players remain innovative
Private label lines struggle against cheaper alternatives and internet retailing
CATEGORY INDICATORS
Table 37 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 38 Sales of Laundry Care by Category: Value 2014-2019
Table 39 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 40 Sales of Laundry Aids by Category: Value 2014-2019
Table 41 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 42 Sales of Laundry Detergents by Category: Value 2014-2019
Table 43 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 44 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 45 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 46 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 47 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 48 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 49 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 50 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 51 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Shoe polish maintains the highest sales and growth
Growth in furniture polish boosted by the rise in rental properties
Competing categories likely to hamper the growth of furniture and floor polish
COMPETITIVE LANDSCAPE
Pronto remains the leading brand as it is synonymous with polishes
Medix is a local brand in the top three in polishes
The leaders in shoe polish remain unchanged
CATEGORY DATA
Table 52 Sales of Polishes by Category: Value 2014-2019
Table 53 Sales of Polishes by Category: % Value Growth 2014-2019
Table 54 NBO Company Shares of Polishes: % Value 2015-2019
Table 55 LBN Brand Shares of Polishes: % Value 2016-2019
Table 56 Forecast Sales of Polishes by Category: Value 2019-2024
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Multi-purpose cleaners continues to dominate, and this will continue
Environmental concerns set to lead to new launches
Changing consumer habits contribute to growth
COMPETITIVE LANDSCAPE
Unilever maintains its lead due to marketing activities and new launches
Strong performances by local brands
Private label surface care lines enjoy stable growth but a low value share
CATEGORY DATA
Table 58 Sales of Surface Care by Category: Value 2014-2019
Table 59 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 62 NBO Company Shares of Surface Care: % Value 2015-2019
Table 63 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 64 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 65 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 66 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Strong growth for toilet care thanks to rising disposable incomes
Rim blocks gains value share despite already being the largest category
With low per capita consumption, growth opportunities remain
COMPETITIVE LANDSCAPE
Bref maintains its lead in toilet care thanks to its wide product range
New launches with different features and formats maintain dynamism
Eco and bio products attract higher-income consumers
CATEGORY DATA
Table 68 Sales of Toilet Care by Category: Value 2014-2019
Table 69 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 70 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 71 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 72 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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