Home Care in Bulgaria
Retail value growth was positive for home care in Bulgaria in 2023, supported by rising price points and ongoing inflation. As such, while retail value sales rose, retail volume was challenged, with declining disposable budgets impacting consumers purchasing decisions. This led to a noticeable shift from branded to private label options, with consumers seeking quality goods at affordable price points.
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 2028 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?
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 2028 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.
Home Care in Bulgaria
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN BULGARIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail volume growth struggles due to heightened price points, with value sales grow
Marketing promotions and innovations support sales of concentrated liquid detergents
Consumers reach for products with multiple benefits and cost savings
PROSPECTS AND OPPORTUNITIES
The improved economy leads to positive results for laundry care
Rising trust in private label as Bulgarians continue to look for cost savings
E-commerce share grows, while supermarkets benefit from strong promotions
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Convenience drives sales of automatic dishwashing tablets in 2023
Hand dishwashing declines due to the convenience and time-saving of automatic dishwashing
International players led, while price sensitivity cause private label to gain ground
PROSPECTS AND OPPORTUNITIES
The ongoing need for convenience and effective cleaning drives growth
Hand dishwashing focuses on effectiveness and cost-savings to drive sales
Players focus on eco-friendly ingredients and packaging to drive sales
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
A decline following COVID-19 partners with rising inflation to challenge sales
Multi-purpose cleaners drive sales through convenience and storage optimisation
Growth in bathroom cleaners driven by effective shower and faience cleaners
PROSPECTS AND OPPORTUNITIES
Disinfectants record an ongoing decline following a strong uplift during COVID-19
Players focus on eco-friendly innovations and recycled packaging to drive growth
Private label lines drive growth as retail chains expand across the country
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Volume sales decline following a steep uplift during COVID-19
Consumers increasingly opt for products without aggressive odours
Procter & Gamble Bulgaria retains its lead, while local players improve share
PROSPECTS AND OPPORTUNITIES
An ongoing decline as consumers become increasingly concerned about chlorine
Multi-purpose cleaners and toilet liquids with bleach became the growing preference
Modern grocery outlets expand into smaller cities, boosting sales
CATEGORY DATA
Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive growth for convenient products, as in-cistern devices decline
Ease of use and pleasant scents drive sales of rim blocks and toilet liquids/foams
Drugstores and discounters record positive growth through affordable price points
PROSPECTS AND OPPORTUNITIES
Toilet liquids and ITB's drive ongoing growth through convenience
Private label offerings drive growth, with players focusing on innovation
Value growth slows in toilet care as consumers continue to look for discounts
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Polish sales suffer as consumers cut down on non-essentials during rising inflation
Metal polish faces an ongoing decline as consumers choose multi-purpose cleaners
Furniture and shoe polishes benefit from a lack of substitute products
PROSPECTS AND OPPORTUNITIES
Sales of floor and metal polishes remain challenged by substitute cleaners
As disposable incomes rise, sales of furniture and shoe polish increase
Pronto retains its lead, however, affordable options will increase their share
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
While a focus on essential spending limits growth, home air care performs well
Players focus on natural ingredients to align with consumers' rising demands
Dynamic growth for e-commerce continues to support sales of air care
PROSPECTS AND OPPORTUNITIES
Products that align with home care trends drive growth across the forecast period
The use of natural ingredients is set to rise as reeds and sachets grow in popularity
International players retain the lead, focusing on natural innovations at affordable prices
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home insecticides decline as consumers in cities use professional services
Many consumers view insecticide coils as inconvenient, dampening sales
Raid retains its lead through a wide offering of varied goods
PROSPECTS AND OPPORTUNITIES
Retail volume sales rise, while value sales slow as price points stabilise
Health concerns lead to continued use of specialist services in Bulgaria
Electric insecticides that are harmless to the environment drive growth
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN BULGARIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail volume growth struggles due to heightened price points, with value sales grow
Marketing promotions and innovations support sales of concentrated liquid detergents
Consumers reach for products with multiple benefits and cost savings
PROSPECTS AND OPPORTUNITIES
The improved economy leads to positive results for laundry care
Rising trust in private label as Bulgarians continue to look for cost savings
E-commerce share grows, while supermarkets benefit from strong promotions
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Convenience drives sales of automatic dishwashing tablets in 2023
Hand dishwashing declines due to the convenience and time-saving of automatic dishwashing
International players led, while price sensitivity cause private label to gain ground
PROSPECTS AND OPPORTUNITIES
The ongoing need for convenience and effective cleaning drives growth
Hand dishwashing focuses on effectiveness and cost-savings to drive sales
Players focus on eco-friendly ingredients and packaging to drive sales
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
A decline following COVID-19 partners with rising inflation to challenge sales
Multi-purpose cleaners drive sales through convenience and storage optimisation
Growth in bathroom cleaners driven by effective shower and faience cleaners
PROSPECTS AND OPPORTUNITIES
Disinfectants record an ongoing decline following a strong uplift during COVID-19
Players focus on eco-friendly innovations and recycled packaging to drive growth
Private label lines drive growth as retail chains expand across the country
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Volume sales decline following a steep uplift during COVID-19
Consumers increasingly opt for products without aggressive odours
Procter & Gamble Bulgaria retains its lead, while local players improve share
PROSPECTS AND OPPORTUNITIES
An ongoing decline as consumers become increasingly concerned about chlorine
Multi-purpose cleaners and toilet liquids with bleach became the growing preference
Modern grocery outlets expand into smaller cities, boosting sales
CATEGORY DATA
Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive growth for convenient products, as in-cistern devices decline
Ease of use and pleasant scents drive sales of rim blocks and toilet liquids/foams
Drugstores and discounters record positive growth through affordable price points
PROSPECTS AND OPPORTUNITIES
Toilet liquids and ITB's drive ongoing growth through convenience
Private label offerings drive growth, with players focusing on innovation
Value growth slows in toilet care as consumers continue to look for discounts
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Polish sales suffer as consumers cut down on non-essentials during rising inflation
Metal polish faces an ongoing decline as consumers choose multi-purpose cleaners
Furniture and shoe polishes benefit from a lack of substitute products
PROSPECTS AND OPPORTUNITIES
Sales of floor and metal polishes remain challenged by substitute cleaners
As disposable incomes rise, sales of furniture and shoe polish increase
Pronto retains its lead, however, affordable options will increase their share
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
While a focus on essential spending limits growth, home air care performs well
Players focus on natural ingredients to align with consumers' rising demands
Dynamic growth for e-commerce continues to support sales of air care
PROSPECTS AND OPPORTUNITIES
Products that align with home care trends drive growth across the forecast period
The use of natural ingredients is set to rise as reeds and sachets grow in popularity
International players retain the lead, focusing on natural innovations at affordable prices
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN BULGARIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home insecticides decline as consumers in cities use professional services
Many consumers view insecticide coils as inconvenient, dampening sales
Raid retains its lead through a wide offering of varied goods
PROSPECTS AND OPPORTUNITIES
Retail volume sales rise, while value sales slow as price points stabilise
Health concerns lead to continued use of specialist services in Bulgaria
Electric insecticides that are harmless to the environment drive growth
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
