Beauty and personal care in 2024: The big picture
Beauty and personal care in Bulgaria recorded moderate value growth in 2024, despite the country’s lower inflation rate. Price increases continued in beauty and personal care forcing some Bulgarians to trade down to private label and local brands, which are generally more affordable, especially in categories such as bath and shower and oral care. Nonetheless, many consumers enjoyed higher disposable income in 2024, which contributed to the positive development of the premium segment. Young professionals in larger urban areas traded up to premium brands, especially in categories like skin care and fragrances. Overall, mid-range beauty and personal care suffered the most as economy and premium brands gained popularity, with many mid-priced brands releasing larger pack sizes to appeal to more price-sensitive consumers. Consumer purchasing habits are closely influenced by social media trends, notably on TikTok. One of the trends popularised on social media is the desire for dupes (duplicates) of well-known premium products, especially in mass skin care and mass color cosmetics. The strong desire for dupes has contributed to the solid performance of mass beauty and personal care.
2024 key trends
Sustainability had a stronger influence in beauty and personal care over 2024, with larger packs and refills emerging in more categories. Traditionally, refills have been available in bath and shower, specifically liquid soap, but they have now emerged in hair care and skin care, appealing to price-sensitive and eco-conscious consumers. New packaging formats and formulations are highly desirable among younger consumers who are willing to try new products. Younger generations are drawn to greater convenience and new sensory experiences, such as powder-based sun protection which can be used over makeup, plumping lip products, and cooling facial make up.
Competitive landscape
Beauty and personal care is predominantly led and influenced by global brands. L'Oréal Bulgaria EOOD is the leading player in value share, supported by its presence in most categories, a portfolio of well-known brands at different price points, and strong recognition among Bulgarian consumers. Regular product launches support the position of the company and its brand portfolio, with L'Oréal Paris and Maybelline New York the largest brands by value share.
Retail developments
Health and personal care stores remained the leading distribution channel for beauty and personal care thanks to the growing network of chains like dm and Lilly drogerie, which opened five and 13 new locations across the country respectively. Bulgarians are increasingly keen to research products online but still enjoy buying beauty and personal care in-store. This trend is gaining traction among Bulgarians, as many consumers remain price sensitive. Many consumers hunt for deals at retailers to secure the best value-for-money. Moreover, the popularity of physical health and personal care stores continues to be supported by the preference of consumers to see goods before they buy, as well as the possibility to get personalised recommendations from in-store personnel.
What next for beauty and personal care ?
Beauty and personal care will continue its positive trajectory over the forecast period, with premium skin care, fragrances, and sun protection posting strong value growth. Rising purchasing power and higher disposable incomes will strengthen demand for beauty and personal care. The strong cultural emphasis of maintaining a youthful appearance, especially among young women, will also support category performance. The premium segment is predicted to outperform the mass segment in volume and value terms, especially in categories such as skin care, colour cosmetics, and fragrances. New premium brands are set to emerge in categories such as bath and shower, which should drive premium sales. The prevalence of international brands supported by heavy marketing investment will dampen the performance of local brands. The latter tend to be well-known and trusted by older generations, which should sustain performance. Social media is likely to be the primary marketing channel for premium and international brands, while traditional TV marketing is preferred by mass market brands, whose customer base is typically older.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Bulgaria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Bulgaria?
- Which are the leading brands in Bulgaria?
- How are products distributed in Bulgaria?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Bulgaria
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
DISCLAIMER
Baby and Child-Specific Products in Bulgaria
KEY DATA FINDINGS
Premium lines expand in baby and child-specific skin care
Lavena AD maintains a solid lead over the competition
Health and personal stores are the most popular channel
Demographic challenges and competitive pressures to weigh on category performance
Bright outlook for baby and child-specific sun care
Sustainability trend is to move centre-stage
Bath and Shower in Bulgaria
KEY DATA FINDINGS
Urban consumers favour liquid soaps and body wash/shower gel
Unilever Bulgaria EOOD leads with Dove brand
Health and personal care stores draw shoppers with added-value and promotional deals
Buoyant value growth is anticipated for bath and shower
Promotional efforts, private label and refills will meet demands for affordability
New packaging will put sustainability high on the agenda
Colour Cosmetics in Bulgaria
KEY DATA FINDINGS
Players capitalise on strong demand for colour cosmetics
L'Oréal Bulgaria EOOD strengthens its leading position
Health and personal care stores have a strong advantage
Healthy outlook for colour cosmetics
Premium segment has scope for growth
Multifunctional products will emerge in mass and premium segments
Deodorants in Bulgaria
KEY DATA FINDINGS
Brands woo consumers with advanced formulas and healthier options
New players emerge to compete alongside international heavyweights
Health and personal care stores gain traction
Moderate value growth as consumers switch to roll-ons and sticks
Hotter weather to drive demand for prolonged protection
Innovation will bring more sustainable products with fewer chemicals
Depilatories in Bulgaria
KEY DATA FINDINGS
Women are keen to invest in higher quality products
Procter & Gamble Bulgaria EOOD extends its lead in depilatories
Health and personal care stores remain strong but lose ground as e-commerce and discounters gain value share
Depilatories stands to witness moderate value growth
Social media trends have strong influence on purchasing behaviour
Sustainability to influence new product developments
Fragrances in Bulgaria
KEY DATA FINDINGS
Premium fragrances grow at faster pace than mass fragrances
Direct sellers lose ground as Sarantis Bulgaria Ltd maintains its lead
Beauty specialists lead as e-commerce makes strong inroads
Strong outlook as fragrances are popularised via social media
Unisex fragrances to make some headway
Sustainability trend is focal point for players
Hair Care in Bulgaria
KEY DATA FINDINGS
More sophisticated hair care routines drive category growth
L'Oréal Bulgaria EOOD holds lead in hair care
Diverse product choice and promotions attracts consumers to health and personal care stores
Complex hair routines to ensure steady growth in hair care
Shift away from perms and relaxants will continue
Players will build on refill packaging with wider sustainable focus
Men's Grooming in Bulgaria
KEY DATA FINDINGS
Men’s grooming enjoys strong value growth
Procter & Gamble Bulgaria EOOD takes a firmer lead with well-known brands
Beauty specialists and e-commerce retailers are strong competition for health and personal stores
Strong outlook as men’s grooming culture develops
New product launches in premium segment
Product innovation will target men’s niche requirements
Oral Care in Bulgaria
KEY DATA FINDINGS
Oral care enjoys bright performance as whitening products lift category
GlaxoSmithKline Plc holds firm lead in oral care
Supermarkets gain share in response to consumer price sensitivity
Promising outlook as oral hygiene becomes more widespread
Electric toothbrushes to gain wider appeal
Sustainable oral care will be focal point of innovation
Skin Care in Bulgaria
KEY DATA FINDINGS
Skin care records steady value growth
L'Oréal Bulgaria EOOD maintains its prominent position
Skin care products are typically bought in-store although online sales are growing
Skin care faces a bright outlook
Rising disposable incomes to fuel premium skin care choices
Innovation will focus on various areas
Sun Care in Bulgaria
KEY DATA FINDINGS
Consumers pay stronger attention to sun care protection
Pierre Fabre Dermo-Cosmetique Bulgaria EOOD accelerates its position
Sun care distribution favours health and personal care stores
Strong growth potential for sun care
Climate change will boost demand for sun protection
Players will elevate sun protection formulas with added benefits
Premium Beauty and Personal Care in Bulgaria
KEY DATA FINDINGS
Growing interest in premium lines despite economic uncertainty
Pierre Fabre Dermo-Cosmetique Bulgaria EOOD improves lead with Avène brand
Consumers are keen to trade up in skin care
Premium to grow ahead of mass segment as more consumers choose to trade up
Generation Z will fuel shift towards premium goods
Strong growth potential for sustainable and natural premium products
Mass Beauty and Personal Care in Bulgaria
KEY DATA FINDINGS
Players respond to strong desire for youthful and healthy appearance
L'Oréal Bulgaria EOOD holds firm lead in mass beauty and personal care
Preference for private label supports mass segment
Strong growth in mass segment as affordability remains key
Nail products will lose out to professional alternatives
Sustainability agenda will focus on packaging
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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-
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
-
- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
-
-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
-
- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
-
- Premium Powder
- Mass Powder
-
- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
-
-
-
- Premium Lip Gloss
- Mass Lip Gloss
-
- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
-
- Premium Lipstick
- Mass Lipstick
-
- Premium Other Lip Products
- Mass Other Lip Products
-
-
-
- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
-
-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
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-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
-
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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-
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
-
- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
-
- Premium Men's Skin Care
- Mass Men's Skin Care
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-
- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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-
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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-
-
- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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-
-
- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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-
- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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-
- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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-
-
-
- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
-
-
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
-
- Premium Deodorants
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
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-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
-
-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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