Product Code: CHBU
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Consumer health in 2021: The big picture
Growth drivers of consumer health in 2021
Accelerated consolidation trends and increased focus on generics following the pandemic
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2016-2021
Table 2 Life Expectancy at Birth 2016-2021
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2016-2021
Table 4 Sales of Consumer Health by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Consumer Health: % Value 2017-2021
Table 6 LBN Brand Shares of Consumer Health: % Value 2018-2021
Table 7 Distribution of Consumer Health by Format: % Value 2016-2021
Table 8 Distribution of Consumer Health by Format and Category: % Value 2021
Table 9 Forecast Sales of Consumer Health by Category: Value 2021-2026
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2021-2026
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2020-2021
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
ANALGESICS IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 accelerates growth of analgesics in 2020 and 2021
Closure of schools and kindergartens see reduced demand for paediatric analgesics
PROSPECTS AND OPPORTUNITIES
E-commerce's outstanding performance to continue in the forecast period
Further growth of more affordable generics expected
Ageing population to drive sustainable future growth in topical analgesics
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2016-2021
Table 12 Sales of Analgesics by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Analgesics: % Value 2017-2021
Table 14 LBN Brand Shares of Analgesics: % Value 2018-2021
Table 15 Forecast Sales of Analgesics by Category: Value 2021-2026
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2021-2026
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
A return to growth is expected in 2021 with the easing of COVID-19 measures
Excessive use of antibiotics as self-medication further drives down growth of cold and flu remedies
Stable performance of efficient and convenient nasal sprays in 2021
PROSPECTS AND OPPORTUNITIES
Price discounts and promotions on the rise
E-commerce to continue its growth, offering consumers attractive prices, convenience and privacy
Longer allergy season and pollution benefit sales of allergy remedies
CATEGORY DATA
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2016-2021
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2021
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2021
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2021-2026
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2021-2026
DIGESTIVE REMEDIES IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stable performance in digestive remedies in 2021 due to anxiety caused by COVID-19 and lasting lifestyle trends
COVID-19 revives H2 blockers such as famotidine
Innovation drives growth
PROSPECTS AND OPPORTUNITIES
E-commerce as driver of digestive remedies
Prevention and protection in digestive remedies increasingly important to consumers
Probiotics limit growth potential in digestive remedies
CATEGORY DATA
Table 23 Sales of Digestive Remedies by Category: Value 2016-2021
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2016-2021
Table 25 NBO Company Shares of Digestive Remedies: % Value 2017-2021
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2018-2021
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2021-2026
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2021-2026
DERMATOLOGICALS IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hemorrhoidal treatments and antipruritics record accelerated growth, driven by COVID-19
Antiparasitics/lice treatment sales stagnated due to COVID-19 restrictive measures
Dermatologicals expected to continue its stable continue growth in the forecast period
PROSPECTS AND OPPORTUNITIES
E-commerce as an important driver in the category
Strong premiumisation trends
Vaginal antifungals' dynamic growth driven by increasing awareness of women's intimate health
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2016-2021
Table 30 Sales of Dermatologicals by Category: % Value Growth 2016-2021
Table 31 NBO Company Shares of Dermatologicals: % Value 2017-2021
Table 32 LBN Brand Shares of Dermatologicals: % Value 2018-2021
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2018-2021
Table 34 Forecast Sales of Dermatologicals by Category: Value 2021-2026
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2021-2026
NRT SMOKING CESSATION AIDS IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Negative trend continues despite greater health awareness
Stagnated category with strong consolidation in one player
Substitute products posing challenge to future growth
PROSPECTS AND OPPORTUNITIES
Bulgaria remains a leading country in terms of female and adolescent smokers
Price sensitivity and smoking prevalence are strong, limiting growth potential
Mindset shift is growing - urban millennials and gen Z increasingly non-smoking
CATEGORY INDICATORS
Table 36 Number of Smokers by Gender 2016-2021
CATEGORY DATA
Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2016-2021
Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2016-2021
Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2017-2021
Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2018-2021
Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2021-2026
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2021-2026
SLEEP AIDS IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sleep aids performs strongly due to sleep disorders caused by COVID-19
Melatonin as COVID-19 remedy
Opportunity for value increase with alternative herbal and non-herbal combinations
PROSPECTS AND OPPORTUNITIES
Sleep disorders increasingly prevalent in the long term
Innovation trends with many new launches
E-commerce's strong contribution to growth
CATEGORY DATA
Table 43 Sales of Sleep Aids: Value 2016-2021
Table 44 Sales of Sleep Aids: % Value Growth 2016-2021
Table 45 NBO Company Shares of Sleep Aids: % Value 2017-2021
Table 46 LBN Brand Shares of Sleep Aids: % Value 2018-2021
Table 47 Forecast Sales of Sleep Aids: Value 2021-2026
Table 48 Forecast Sales of Sleep Aids: % Value Growth 2021-2026
EYE CARE IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth of eye care driven by COVID-19 quarantine measures
Eye care benefitting from increased marketing budgets
Expansion of optical stores and reimbursement of eye treatments boost demand
PROSPECTS AND OPPORTUNITIES
Value added category with dynamic growth
E-commerce driving demand in the forecast period
Low eye health care habits drive future demand
CATEGORY DATA
Table 49 Sales of Eye Care by Category: Value 2016-2021
Table 50 Sales of Eye Care by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Eye Care: % Value 2017-2021
Table 52 LBN Brand Shares of Eye Care: % Value 2018-2021
Table 53 Forecast Sales of Eye Care by Category: Value 2021-2026
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2021-2026
WOUND CARE IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Wound care getting back on the path to growth in 2021 and beyond
First aid kits enjoy a revival with the growing interest in outdoor activities
Wound care increasingly accessible, driving growth
PROSPECTS AND OPPORTUNITIES
Premiumisation and personalisation trends shaping wound care
E-commerce with growing significance for the category
High promotional activity with discounts to stimulate interest in the category
CATEGORY DATA
Table 55 Sales of Wound Care by Category: Value 2016-2021
Table 56 Sales of Wound Care by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Wound Care: % Value 2017-2021
Table 58 LBN Brand Shares of Wound Care: % Value 2018-2021
Table 59 Forecast Sales of Wound Care by Category: Value 2021-2026
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2021-2026
VITAMINS IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Local vitamin brand owners with outstanding growth driven by COVID-19
Slowed growth for mature multivitamins
Rising health awareness following COVID-19 continues to drive demand in vitamins
PROSPECTS AND OPPORTUNITIES
Origin of vitamins increasingly important
Promotional activity and increased health awareness to stimulate interest in multivitamins
Private label expansion expected
CATEGORY DATA
Table 61 Sales of Vitamins by Category: Value 2016-2021
Table 62 Sales of Vitamins by Category: % Value Growth 2016-2021
Table 63 Sales of Multivitamins by Positioning: % Value 2016-2021
Table 64 NBO Company Shares of Vitamins: % Value 2017-2021
Table 65 LBN Brand Shares of Vitamins: % Value 2018-2021
Table 66 Forecast Sales of Vitamins by Category: Value 2021-2026
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2021-2026
DIETARY SUPPLEMENTS IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Rising health and prevention trends boosted by COVID-19 sustain growth in dietary supplements
COVID-19 boosts performance of combination dietary supplements for immune support
Probiotics top-performing category in the current and forecast period
PROSPECTS AND OPPORTUNITIES
E-commerce emerging as key pillar for dietary supplements
Dietary supplements to slow down in the forecast period
New regulation expected to increase consumer confidence and trust in dietary supplements
CATEGORY DATA
Table 68 Sales of Dietary Supplements by Category: Value 2016-2021
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2016-2021
Table 70 Sales of Dietary Supplements by Positioning: % Value 2016-2021
Table 71 NBO Company Shares of Dietary Supplements: % Value 2017-2021
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2018-2021
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2021-2026
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2021-2026
WEIGHT MANAGEMENT AND WELLBEING IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 shifts the focus of the category to health and wellbeing
Slimming teas to show slower recovery as consumers were preoccupied with health rather than beauty and weight loss
Direct sellers with a strong focus on meal replacement
PROSPECTS AND OPPORTUNITIES
Higher consumer awareness of the need to support healthy weight as a long-term trend post COVID-19
Convenient and time-saving meal replacement protein powder on the rise
Accelerated digitalisation trends as growth driver in weight management
CATEGORY DATA
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2016-2021
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2016-2021
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2017-2021
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2018-2021
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2021-2026
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2021-2026
SPORTS NUTRITION IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Restrictive measures with negative impact on sports nutrition
Extensive promotional activity - heavy discounting in 2021
Protein RTDs with strong decline; however, slow recovery is expected
PROSPECTS AND OPPORTUNITIES
Sports nutrition with strong outlook, driven by young active urban consumers
Growing sports culture in the post COVID-19 period
E-commerce to remain a strong driver in the forecast period
CATEGORY DATA
Table 81 Sales of Sports Nutrition by Category: Value 2016-2021
Table 82 Sales of Sports Nutrition by Category: % Value Growth 2016-2021
Table 83 NBO Company Shares of Sports Nutrition: % Value 2017-2021
Table 84 LBN Brand Shares of Sports Nutrition: % Value 2018-2021
Table 85 Forecast Sales of Sports Nutrition by Category: Value 2021-2026
Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2021-2026
HERBAL/TRADITIONAL PRODUCTS IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Overall strong performance of herbal/traditional dietary supplements
Consumer interest in herbs continues to grow and drives interest in herbal remedies
Consumers often stick to well-trusted and well-known brands
PROSPECTS AND OPPORTUNITIES
Herbal/traditional topical analgesics to benefit from dynamic lifestyles and older consumers' rising awareness
Herbal/traditional digestive remedies the fastest-growing category in the forecast period
Rising interest in alternative medicine boosted by the internet
CATEGORY DATA
Table 87 Sales of Herbal/Traditional Products by Category: Value 2016-2021
Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2016-2021
Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2017-2021
Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2018-2021
Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2021-2026
Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2021-2026
PAEDIATRIC CONSUMER HEALTH IN BULGARIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 pandemic limits growth potential of paediatric OTC
Paediatric digestive remedies with sustainable growth due to poor diets
Reckitt Benckiser maintains its leads in 2021 despite slight share loss
PROSPECTS AND OPPORTUNITIES
Category expected to recover and continue its stable performance
Slowdown in paediatric nappy and rash treatment
High potential of paediatric dermatologicals
CATEGORY DATA
Table 93 Sales of Paediatric Consumer Health by Category: Value 2016-2021
Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2016-2021
Table 95 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2021
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2017-2021
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2018-2021
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2021-2026
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2021-2026
