Dallas, TX -- (SBWIRE) -- 12/08/2011 -- ReportsnReports.com adds Euromonitor International Research Report “Home Care in Bulgaria” to its store.
Sales of home care products remain stable despite the economic crisis
The home care market in Bulgaria remained relatively stable in 2010, despite continuing economic uncertainty. Volume sales remained stable, increasing by some 2% y-o-y, whilst value sales increased by 6%. Although several categories declined slightly, such as liquid detergents and other detergents, products such as polishes and fabric softeners managed to record impressive growth.
Consumers move towards more ecological products
Although many Bulgarians saw their disposable incomes decreasing because of the economic crisis and moved towards cheaper products, the popularity of eco-friendly products continued to increase in 2010. Consumers were permanently moving towards brands which are based on easily biodegradable ingredients, such as Frosch or Grune Line. This trend was especially strong in categories such as surface care and laundry care.
Multinational companies continue to dominate the Bulgarian market
Multinational players (global brand owners) such as Procter & Gamble, Henkel, SC Johnson, Unilever, Reckitt Benckiser and Kigili Group accounted for more than half of total retail value sales in 2009. Of the seven leading companies, six were major global players. Ficosota Syntez was the exception, as it is a local company, although it has expanded into the Balkan States, Eastern Europe and CIS countries.
Modern retail formats continue to expand
Modern retail formats increased rapidly in Bulgaria over the review period, and this continued in 2010, despite the overall decline of the retail market. Supermarket/hypermarket chains such as Carrefour and Kaufland continued their rapid expansion. At the same time, the globally-known discounter chain Lidl opened its first outlets in Bulgaria, and managed to expand very rapidly because of the low prices it offers. All these expansions were at the expense of the usually independent small grocers, which in many cases are too small to compete against the large chains for the attention of consumers.
Sales of home care products will continue to grow
Although sales of home care products were negatively affected by the crisis in 2009, the market recovered in 2010, and is expected to continue to grow over the forecast five years. The main factor in terms of the expected growth will be growth in disposable incomes amongst Bulgarian consumers, with salaries expected to return to growth from 2010 onwards. Moreover, the growing popularity of ecological products will drive up the total value of the market, because these products are usually priced higher than the standard products on offer.
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