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Market Research Report
Product code 
1075326

Tissue and Hygiene in Bulgaria

Published: | Euromonitor International | 54 Pages | Delivery time: 1-2 business days

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Tissue and Hygiene in Bulgaria
Published: May 5, 2022
Euromonitor International
Content info: 54 Pages
Delivery time: 1-2 business days
  • Description
  • Table of Contents

Generally, tissue and hygiene categories recorded mixed performances in 2020/2021 for a number of reasons. For example, the emergence of the pandemic did not have a particularly strong influence on demand for nappies/diapers/pants when compared to the overall declining trend experienced by the category due to the continual drop in the country's birth rate, with 2020 recording the lowest birth rate in 100 years. On the other hand, demand for retail adult incontinence continued to rise in line wit...

Euromonitor International's Tissue and Hygiene 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. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?

  • Get a detailed picture of the Tissue and Hygiene 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.
Product Code: DPPBU

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

  • Tissue and hygiene in 2021: The big picture
  • 2021 key trends
  • Competitive landscape
  • Retailing developments
  • What next for tissue and hygiene?
  • CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026
  • CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

  • Table 1 Birth Rates 2016-2021
  • Table 2 Infant Population 2016-2021
  • Table 3 Female Population by Age 2016-2021
  • Table 4 Total Population by Age 2016-2021
  • Table 5 Households 2016-2021
  • Table 6 Forecast Infant Population 2021-2026
  • Table 7 Forecast Female Population by Age 2021-2026
  • Table 8 Forecast Total Population by Age 2021-2026
  • Table 9 Forecast Households 2021-2026

MARKET DATA

  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

  • Summary 1 Research Sources

SANITARY PROTECTION IN BULGARIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Full recovery for sanitary protection in 2021 in line with greater mobility outside of the home
  • Further switch towards discreet slim/thin/ultra-thin towels
  • Interest in natural and sustainable products influences new launches

PROSPECTS AND OPPORTUNITIES

  • Stable demand for sanitary protection over the forecast period, although price sensitivity is set to subdue value growth
  • Slim/thin/ultra-thin towels set to be most dynamic performer
  • Leader Procter & Gamble will continue to benefit from wide portfolio

CATEGORY DATA

  • Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021
  • Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
  • Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021
  • Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
  • Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
  • Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
  • Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

NAPPIES/DIAPERS/PANTS IN BULGARIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Demand for nappies/diapers/pants continues to decline in line with further drop in Bulgaria's birth rate
  • Pampers dominates in value terms, while private label continues to penetrate category
  • Despite easing of restrictions, e-commerce continues to gain share in 2021

PROSPECTS AND OPPORTUNITIES

  • Disposable pants set to continue to outperform nappies/diapers
  • Promotions to offset rising prices
  • Environmental concerns amongst local parents likely to influence new product development

CATEGORY DATA

  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
  • Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
  • Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
  • Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
  • Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026

RETAIL ADULT INCONTINENCE IN BULGARIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Demand for retail adult incontinence continues to grow due to rising visibility and awareness
  • Leading brands continue to drive efforts to expand target audience
  • Low disposable incomes of elderly population a barrier to penetration of higher-quality options

PROSPECTS AND OPPORTUNITIES

  • Retail adult incontinence offers further growth potential due to ageing population
  • Standard procedures could regulate category and improve overall quality
  • Further marketing and new product development to raise further awareness and address lingering taboos

CATEGORY DATA

  • Table 32 Sales of Retail Adult Incontinence by Category: Value 2016-2021
  • Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
  • Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
  • Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
  • Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

WIPES IN BULGARIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Further demand for wipes in 2021 as hygiene remains top of mind
  • Baby wipes continues to drive overall demand
  • Saturated category sees further new product development

PROSPECTS AND OPPORTUNITIES

  • Wipes offers further room for expansion over the forecast period
  • Water-based wipes likely to see further development
  • Omnichannel strategy likely to expand in Bulgaria

CATEGORY DATA

  • Table 38 Retail Sales of Wipes by Category: Value 2016-2021
  • Table 39 Retail Sales of Wipes by Category: % Value Growth 2016-2021
  • Table 40 NBO Company Shares of Retail Wipes: % Value 2017-2021
  • Table 41 LBN Brand Shares of Retail Wipes: % Value 2018-2021
  • Table 42 Forecast Retail Sales of Wipes by Category: Value 2021-2026
  • Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

RETAIL TISSUE IN BULGARIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Further home seclusion for part of 2021 drives up further demand for retail tissue
  • Facial tissues continues to be influenced by at-home and out-of-home trends
  • Brands aim to address sustainable trend

PROSPECTS AND OPPORTUNITIES

  • Stable demand expected for retail tissue over the forecast period
  • Despite dominance of domestic brands, Zewa and private label are likely to further penetrate the category
  • Further expansion of omnichannel strategies likely for brands and retailers

CATEGORY DATA

  • Table 44 Retail Sales of Tissue by Category: Value 2016-2021
  • Table 45 Retail Sales of Tissue by Category: % Value Growth 2016-2021
  • Table 46 NBO Company Shares of Retail Tissue: % Value 2017-2021
  • Table 47 LBN Brand Shares of Retail Tissue: % Value 2018-2021
  • Table 48 Forecast Retail Sales of Tissue by Category: Value 2021-2026
  • Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

AWAY-FROM-HOME TISSUE AND HYGIENE IN BULGARIA

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Slow recovery for AFH tissue in 2021 due to further home seclusion and low vaccination rate
  • Hospitals/healthcare remains a more resilient channel
  • Rising prices support stronger value performance in 2021

PROSPECTS AND OPPORTUNITIES

  • Full recovery to pre-pandemic volume levels unlikely until 2026
  • Average unit price to remain above pre-pandemic levels, encouraging AFH channels to seek more economical solutions
  • Shopping centres face both challenges and opportunities

CATEGORY DATA

  • Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
  • Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
  • Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021
  • Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
  • Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
  • Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
  • Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026