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The COVID-19 pandemic encouraged greater consumer awareness of hygiene, disinfection and cleaning, which lead to increased consumption of home care products in Bulgaria in 2020, especially those related to surface cleaning and laundry care. More frequent laundry washing also increased the use of specialised products such as laundry bleach and laundry disinfectants. As a result of increased hygiene practices, the best performing categories in surface care included bleach and home disinfectants.
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 2025 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Rising concerns about hygiene and price increases see laundry care record strong current value growth
Eco trends grow in popularity in 2020, as Bulgarians value responsible consumerism
Procter & Gamble Bulgaria leads with its well-established brands
RECOVERY AND OPPORTUNITIES
Players will need to offer value for money and innovative product development in a competitive field
Sustainability concerns will drive growth in refill stores in the future
Direct selling will benefit from ongoing economic uncertainty
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increased consumption and price hikes see volume and value growth in dishwashing in 2020
Rise in automatic dishwashing habits and changes in eating habits drive growth in 2020
Henkel Bulgaria maintains its lead in 2020, as Ficosota Syntez plays catch up
RECOVERY AND OPPORTUNITIES
Cash-strapped consumers will prioritise value for money in the future
Automatic dishwashing will see growth as more consumers buy dishwashers
Hand dishwashing can benefit from value-added features
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home care disinfectants sees exceptional growth as consumers maintain scrupulous hygiene practices in 2020
Sustainability trends drive growth in refill services, eco brands and added value products in 2020
Unilever maintains its lead thanks to marketing activities and new launches
RECOVERY AND OPPORTUNITIES
E-commerce will continue to gain momentum across the forecast period
Niche categories have opportunities for growth as hygiene trends continue
Multi-purpose cleaners will gain share at the expense of wash and wax floor cleaners in the future
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Bulgarians value bleach as a low-priced and efficient disinfectant in 2020
Local brands perform well in 2020 due to their low prices and widespread availability
Ace maintains its long-standing lead in a fragmented arena
RECOVERY AND OPPORTUNITIES
Bleach has limited opportunities for growth as more gentle home care products become available
Domestic players will retain popularity in bleach thanks to good reputations and affordable prices
Consumers will opt for scented bleach over classic varieties
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020 Table 44 Sales of Bleach: % Value Growth 2015-2020 Table 45 NBO Company Shares of Bleach: % Value 2016-2020 Table 46 LBN Brand Shares of Bleach: % Value 2017-2020 Table 47 Forecast Sales of Bleach: Value 2020-2025 Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Rim blocks and rim liquids drive growth in 2020 as consumers step up home hygiene habits
E-commerce, hypermarkets and supermarkets gain share in 2020
Bref maintains its lead in toilet care thanks to its wide product range
RECOVERY AND OPPORTUNITIES
Ongoing economic uncertainty will see discounted products remain popular
Toilet liquids will record current value growth and see innovation in eco-friendly products
With low per capita consumption, growth opportunities remain
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020 Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Pronto remains the leading brand as it is synonymous with polishes in Bulgaria
Polishes impacted by changes in consumer trends in 2020
Local brand Medix retains third ranking in polishes in 2020
RECOVERY AND OPPORTUNITIES
Competing categories likely to hamper the growth of furniture and floor polish
Property sales and holiday lets will boost value growth of polish in the future
Environmental concerns will drive product development in polishes in the future
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020 Table 56 Sales of Polishes by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Polishes: % Value 2016-2020 Table 58 LBN Brand Shares of Polishes: % Value 2017-2020 Table 59 Forecast Sales of Polishes by Category: Value 2020-2025 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Air care is dominated by international brands in 2020
Natural air care products see increasing sales among affluent and health-conscious consumer groups
Demand for air care remains stable in 2020 as more Bulgarians spent time indoors
RECOVERY AND OPPORTUNITIES
Car air fresheners will bounce back quickly from the pandemic as travel restrictions ease
'Green wave' will see consumers opt for more natural air care products in the future
Growing urban population will drive growth in electric air fresheners
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020 Table 62 Sales of Air Care by Category: % Value Growth 2015-2020 Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 64 NBO Company Shares of Air Care: % Value 2016-2020 Table 65 LBN Brand Shares of Air Care: % Value 2017-2020 Table 66 Forecast Sales of Air Care by Category: Value 2020-2025 Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home insecticides sees stable performance as more Bulgarians spend time at home in 2020
Johnson Wax Group remains the undisputed leader thanks to consumer loyalty
Expansion of brands across the price spectrum in 2020
RECOVERY AND OPPORTUNITIES
Although pest control services pose a threat, changing consumer lifestyles will continue to drive growth in home insecticides
Climate change may boost sales of insecticides over the forecast period
Johnson Wax Group will retains its strong lead in home insecticides, while channel shifts offer opportunities for growth
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2015-2020 Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025