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Report
Home Care in Bulgaria
Market Direction I 2023-01-25 I 67 Pages I Euromonitor
Home care in 2022 has recorded a significant increase in retail value growth, with laundry care and surface care recording solid results. However, positive current retail value results were mainly driven by inflation, which has negatively impacted volume sales. Rising budget constraints and uncertainty caused by the war in Ukraine and the energy crisis has impacted consumer buying habits. Spending on non-food and non-essential goods experienced negative growth in 2022. This impacted air care and...
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 2027 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.
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
January 2023
List Of Contents And Tables
HOME CARE IN BULGARIA
EXECUTIVE SUMMARY
Home care in 2022: the big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN BULGARIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Laundry care is vulnerable to price hikes, boosting current retail value growth
Liquid format and concentrated formulas remain the key growth drivers
Shopping tourism to Turkey is slowing down growth in laundry care
PROSPECTS AND OPPORTUNITIES
Cheaper brands and private labels rise, as convenience drives growth in laundry care
Local producers are expected to strengthen positions in laundry care
Eco-green products will continue to expand and drive value growth in laundry care
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN BULGARIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dishwashing remains a growth driver of home care, despite growing budget constraints
Automatic dishwashing results in solid value growth, offering heightened convenience
Private label continues to grow in 2022, due to constraints on household budgets
PROSPECTS AND OPPORTUNITIES
Ongoing urbanisation drives sales of automatic dishwashing products
As automatic dishwashing rises, hand dishwashing will slow across the forecast period
Brands that promote cost-saving and environmental awareness will appeal to consumers
CATEGORY INDICATORS
Table 68 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 69 Sales of Dishwashing by Category: Value 2017-2022
Table 70 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 72 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 73 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 74 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN BULGARIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Multi-purpose care and home care disinfectants drive retail volumegrowth
Wash and wax floor cleaners suffer as consumers lack time to wash floors
Growing demand for non-grocery retailers drives sales in surface care
PROSPECTS AND OPPORTUNITIES
Surface care remains essential; however, trading down impacts retail value growth
Growing eco-awareness hampers and challenges growth for surface care wipes
Procter & Gamble launches Swiffer onto the landscape, boosting awareness for floor cleaners
CATEGORY DATA
Table 26 Sales of Surface Care by Category: Value 2017-2022
Table 27 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 30 NBO Company Shares of Surface Care: % Value 2018-2022
Table 31 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 32 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 33 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 34 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 35 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN BULGARIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Following the outbreak of COVID-19, bleach posts a notable slowdown in sales
Colour-safe laundry bleach is rising in both retail volume and value terms
Ace remains the landscape leader, while local players increase their share
PROSPECTS AND OPPORTUNITIES
Rising awareness to divert interest away from chlorine products
Local players to strengthen positions as consumer look to save costs
Convenience and safety limit the popularity of bleach among younger consumers
CATEGORY DATA
Table 36 Sales of Bleach: Value 2017-2022
Table 37 Sales of Bleach: % Value Growth 2017-2022
Table 38 NBO Company Shares of Bleach: % Value 2018-2022
Table 39 LBN Brand Shares of Bleach: % Value 2019-2022
Table 40 Forecast Sales of Bleach: Value 2022-2027
Table 41 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN BULGARIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Budget constraints limit growth for specific toilet care products
Dynamic development for ITBs as in-cistern devices record a drop in volume sales
Supermarkets and e-commerce gain share as consumers hunt for bargain prices
PROSPECTS AND OPPORTUNITIES
Private label is set to increase its share over the forecast period
Value growth in toilet care is expected to slow down as consumers look for discounts
Products combining convenience of use and good results will thrive
CATEGORY DATA
Table 42 Sales of Toilet Care by Category: Value 2017-2022
Table 43 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 45 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 46 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN BULGARIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales are challenged by a lack of innovation, with substitute products limiting growth
Floor polish faces limited growth due to the popularity of alternative floorings
Pronto leads furniture polish; however, cheaper options are a threat to growth
PROSPECTS AND OPPORTUNITIES
Volume growth for furniture polish recovers, driven by the sustainable property market
Shoe polish to remain stable as consumers look to maintain the appearance of shoes
Private label to gain further share as price-conscious behaviour continues
CATEGORY DATA
Table 48 Sales of Polishes by Category: Value 2017-2022
Table 49 Sales of Polishes by Category: % Value Growth 2017-2022
Table 50 NBO Company Shares of Polishes: % Value 2018-2022
Table 51 LBN Brand Shares of Polishes: % Value 2019-2022
Table 52 Forecast Sales of Polishes by Category: Value 2022-2027
Table 53 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN BULGARIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care records current retail value growth as volume sales decline
Candle air fresheners remain popular, offering a natural solution that creates ambience
PROSPECTS AND OPPORTUNITIES
Lack of advertisement and ongoing shifts to natural products shape the landscape
Car air care to drive solid value growth across the forecast period
Electric aroma diffusers grow, posing competition to air care products
CATEGORY DATA
Table 54 Sales of Air Care by Category: Value 2017-2022
Table 55 Sales of Air Care by Category: % Value Growth 2017-2022
Table 56 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 57 NBO Company Shares of Air Care: % Value 2018-2022
Table 58 LBN Brand Shares of Air Care: % Value 2019-2022
Table 59 Forecast Sales of Air Care by Category: Value 2022-2027
Table 60 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN BULGARIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth is aided by the countryside property market, driving sales of spray/aerosols
Insecticide coils lags as consumers question its effectiveness
Awareness of chemicals used within insecticide products is increasing
PROSPECTS AND OPPORTUNITIES
Urbanisation and use of specialised exterminators impacts retail volume sales
The popularity of rural houses and villas drives demand in home insecticides
Climate change boosts the ongoing potential of home insecticides
CATEGORY DATA
Table 61 Sales of Home Insecticides by Category: Value 2017-2022
Table 62 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 63 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
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