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Slow Value Growth Masks Significant Transformations
In 2025, Bulgaria’s home care market saw modest value growth, with retail sales reaching BGN805 million—a 3% increase over the previous year. This uptick was largely due to stable or rising retail prices, influenced by higher minimum and average wages that pushed up production costs. Despite the slow pace, the market is undergoing significant changes as consumer preferences and behaviours shift, particularly towards multifunctional and sustainable products. Shoppers are increasingly looking for items that deliver various advantages, including strong cleaning performance, colour protection, and lasting freshness. Leading companies such as Procter & Gamble, and Henkel continue to dominate the market, leveraging innovation and robust marketing. As health and environmental concerns gain traction among consumers, brands are responding with new formulations and campaigns that emphasise the emotional appeal of their offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Home 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:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home 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 Home 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 Home Care in Bulgaria?
- Which are the leading brands in Home Care in Bulgaria?
- How are products distributed in Home Care in Bulgaria?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Bulgaria
Slow Value Growth Masks Significant Transformations
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Slow Value Growth Masks Significant Transformations
Laundry Care Dominates Home Care Sales
Chart 2 Semana Aura, featuring moodenhancing technology
Multifunctionality Influences Consumer Choices and Boosts Sales
Chart 3 Somat Excellence Premium 5-in-1 combines five features in a single product
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Customers Are Driving the Demand for Options That Are Both Convenient and Environmentally Friendly
Laundry Care Holds the Largest Market Share, with Innovation Fuelling Its Growth
Chart 7 Frosch’s new liquid laundry detergent featuring baking soda
Sustainability and Multifunctionality Shape Industry Future
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Leading Companies Stay Ahead by Innovating
Chart 10 Analyst Insight for Home Care
Opportunities Emerge for Businesses in a Slow-Growing Market
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Supermarkets Dominate Home Care Sales Thanks to Their Convenience and Frequent Promotions
The Rapid Expansion of E-Commerce Is Fuelled by Its Convenience and the Availability of Specialised Products
Discounters Gain Traction with Price-Sensitive Consumers
Chart 13 Retail Channels of Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Bulgaria
Key Data Insights
Slowing Sales Growth Reflects Economic Pressures and Consumer Trade-Offs
Chart 21 Key Industry Trends for Air Care
Slowing Sales Growth Reflects Economic Pressures and Consumer Trade-Offs
Areon's Premium Candle Air Fresheners Capitalise on Wellness Trend
Chart 22 Areon’s natural wax scented candles, presented in ceramic jars for a touch of refined relaxation
Private Label Gains Traction Amid Economic Uncertainty
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Convenience and Wellness to Drive Air Care Growth
Electric and Liquid Air Fresheners to Lead Growth
Trends That Will Be Shaping the Future of Air Care
Chart 26 Forecast Value Sales of Air Care 2020-2030
Chart 27 Forecast Value Sales of Air Care by Category 2025-2030
Leading Companies Maintain Grip through Wide Distribution
Chart 28 Analyst Insight for Air Care
Chart 29 New Profissimo candle air freshener also enhances home decor
Mood-Boosting Ingredients Drive Innovation and Sales
Chart 30 Air Wick Life Scents Are Electric Air Fresheners, Each Combining Several Scents Related to Nature or
Growing Health Awareness Boosts Demand for Natural Ingredients
Private Label Products Gain Traction Amid Economic Uncertainty
Chart 31 Company Shares of Air Care 2025
Chart 32 Brand Shares of Air Care 2025
Hypermarkets and Supermarkets Drive Air Care Sales
Retail E-Commerce Emerges as Fastest-Growing Channel
Chart 33 Retail Channels of Air Care 2020-2025
Chart 34 Economic Context for Air Care
Chart 35 Real Gdp Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Air Care
Chart 38 Population 2020-2030
Chart 39 Consumer Expenditure 2020-2030
Chart 40 Population by Generation 2025
Bleach in Bulgaria
Key Data Insights
Ace Dominates Bleach Market with Multifunctional Benefits
Chart 41 Key Industry Trends for Bleach
Ace Dominates Bleach Market with Multifunctional Benefits
Chart 42 Ace offers bleach with a pine scent
Procter & Gamble's Ace Leads with Protect-Fibre Technology
No New Product Areas Emerge in a Mature Market
Chart 43 Value Sales of Bleach 2020-2030
Chart 44 Volume Sales of Bleach 2020-2030
Consumers Shift to Safer and More Convenient Alternatives
No New Subcategories Emerge in a Mature Market
Traditional Trade and E-Commerce Drive Distribution
Chart 45 Forecast Value Sales of Bleach 2020-2030
Fater Spa and Hela Chim Ltd Lead Market Share Growth
Chart 46 Analyst Insight for Bleach
Emerging Companies and New Product Launches Remain Stagnant
Chart 47 Company Shares of Bleach 2025
Chart 48 Brand Shares of Bleach 2025
Small Local Grocers and Supermarkets Drive Bleach Sales
Retail E-Commerce Emerges as Fastest-Growing Channel
No New Retail Concepts or Collaborations Emerge
Chart 49 Retail Channels of Bleach 2020-2025
Chart 50 Economic Context for Bleach
Chart 51 Real Gdp Growth 2020-2030
Chart 52 Inflation 2020-2030
Chart 53 Consumer Context for Bleach
Chart 54 Population 2020-2030
Chart 55 Consumer Expenditure 2020-2030
Chart 56 Population by Generation 2025
Dishwashing in Bulgaria
Key Data Insights
Increasing Interest in Products That Promote Health and Offer Multiple Benefits
Chart 57 Key Industry Trends for Dishwashing
Increasing Interest in Products That Promote Health and Offer Multiple Benefits
Chart 58 The New Value for Money Denkmit Automatic Dishwashing Tablets
Rise of Private Label Products and Changing Consumer Behaviour
Henkel Bulgaria Eood Champions Multifunctionality by Delivering Somat
Chart 59 Somat Excellence Premium 5In1 – 5 Functions in 1 Unit
Chart 60 Value Sales of Dishwashing 2020-2030
Chart 61 Volume Sales of Dishwashing 2020-2030
Chart 62 Value Sales of Dishwashing by Category 2025
Growth Is Fuelled by Consumers Seeking Sustainable and Convenient Options
Chart 63 Ficosota OOD embraces sustainability with the launch of its new EXO Clean Power
Private Label Products Gain Traction with Affordable Quality
Innovations Focus on Multifunctionality and Sustainability
Chart 64 Forecast Value Sales of Dishwashing 2020-2030
Chart 65 Forecast Value Sales of Dishwashing by Category 2025-2030
Henkel Bulgaria Eoo Maintains Leadership through Innovation
Chart 66 Analyst Insight for Dishwashing
Opportunities Emerge From Consumer Trends and Innovation
Chart 67 Company Shares of Dishwashing 2025
Chart 68 Brand Shares of Dishwashing 2025
Supermarkets and Health and Beauty Specialists Lead Dishwashing Sales
Discounters and Retail E-Commerce Drive Growth with Value Offerings
E-Commerce Gains Traction with Convenience and Niche Products
Chart 69 Retail Channels of Dishwashing 2020-2025
Chart 70 Economic Context for Dishwashing
Chart 71 Real Gdp Growth 2020-2030
Chart 72 Inflation 2020-2030
Chart 73 Consumer Context for Dishwashing
Chart 74 Population 2020-2030
Chart 75 Consumer Expenditure 2020-2030
Chart 76 Population by Generation 2025
Home Insecticides in Bulgaria
Key Data Insights
Growing Health Awareness Supports Demand for Safer Home Insecticides
Chart 77 Key Industry Trends of Home Insecticides
Growing Health Awareness Supports Demand for Safer Home Insecticides
Electric Insecticides Lead Market Growth
Changing Consumer Preferences in Favour of Safer Alternatives
Chart 78 The new Bros bed bug bait contains no insecticides
Chart 79 Value Sales of Home Insecticides 2020-2030
Chart 80 Volume Sales of Home Insecticides 2020-2030
Chart 81 Value Sales of Home Insecticides by Category 2025
Market Growth Is Fuelled by Products That Are Safer and Easier to Use.
Spray/Aerosol Insecticides Remain Largest Subcategory Despite Decline
Growing Urbanisation and Health Concerns Shape Future Business Landscape
Chart 82 Forecast Value Sales of Home Insecticides 2020-2030
Chart 83 Forecast Value Sales of Home Insecticides by Category 2025-2030
Leading Companies Maintain Dominance through Innovation and Distribution
Chart 84 Analyst Insight for Home Insecticides
Chart 85 Company Shares of Home Insecticides 2025
Chart 86 Brand Shares of Home Insecticides 2025
Supermarkets and Hypermarkets Lead Sales through Wide Product Range
Discounters and Retail E-Commerce Drive Growth with Aggressive Expansion
Chart 87 Retail Channels of Home Insecticides 2020-2025
Chart 88 Economic Context for Home Insecticides
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Home Insecticides
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Laundry Care in Bulgaria
Key Data Insights
Slow Value Growth Amidst Volume Declines in Some Subcategories
Chart 95 Key Industry Trends for Laundry Care
Slow Value Growth Amidst Volume Declines in Some Subcategories
Chart 96 Sano Maxima Mix & Wash delivers effective cleaning and preserves colours
Laundry Detergents Dominate, Fabric Softeners Show Dynamic Growth
Chart 97 Amalina extends range with a stain remover
Multifunctionality and Mood-Boosting Ingredients Drive Innovation
Chart 98 Volume Sales of Laundry Care 2020-2030
Chart 99 Value Sales of Laundry Care by Category 2025
Growing Demand for Efficient and Environmentally Friendly Solutions
Fabric Softeners to Maintain Strong Growth Trajectory
E-Commerce Is Expected to Keep Growing, Fuelled by the Ease It Offers to Consumers
Chart 100 Forecast Value Sales of Laundry Care 2020-2030
Chart 101 Forecast Value Sales of Laundry Care by Category 2025-2030
Procter & Gamble and Henkel Maintain Dominance
Chart 102 Procter & Gamble’s Greek Island Breeze limited edition captures scent of summer
Chart 103 Analyst Insight for Laundry Care
Innovation and Competition Drive Market Dynamics
Chart 104 Company Shares of Laundry Care 2025
Chart 105 Brand Shares of Laundry Care 2025
Supermarkets Lead Laundry Care Distribution in Bulgaria
E-Commerce Emerges as Fastest Growing Distribution Channel
Chart 106 Retail Channels of Laundry Care 2020-2025
Chart 107 Economic Context for Laundry Care
Chart 108 Real Gdp Growth 2020-2030
Chart 109 Inflation 2020-2030
Chart 110 Consumer Context for Laundry Care
Chart 111 Population 2020-2030
Chart 112 Consumer Expenditure 2020-2030
Chart 113 Population by Generation 2025
Polishes in Bulgaria
Key Data Insights
Convenience and Lifestyle Changes Drive Decline in Sales
Chart 114 Key Indutry Trends for Polishes
Convenience and Lifestyle Changes Drive Decline in Sales
Shoe Polish Remains Largest Due to Changing Work Habits
Chart 115 Erdal’s magic foam for shoe cleaning and conditioning
Innovative Product Formats Reshape Consumer Behaviour
Chart 116 Value Sales of Polishes 2020-2030
Chart 117 Volume Sales of Polishes 2020-2030
Chart 118 Value Sales of Polishes by Category 2025
Customers Prioritise Ease and Eco-Friendliness
Shoe Polish to Remain Largest Subcategory
Future Growth Will Be Fuelled by Sustainable Practices and Novel Formats
Chart 119 Forecast Value Sales of Polishes 2020-2030
Chart 120 Forecast Value Sales of Polishes by Category 2025-2030
Leading Brands Maintain Dominance through Innovation and Distribution
Chart 121 Analyst Insight for Polishes
Chart 122 Company Shares of Polishes 2025
Chart 123 Brand Shares of Polishes 2025
Small Local Grocers and Supermarkets Dominate Polish Sales
Online Shopping Gains Traction with Eco-Friendly Products
Chart 124 Retail Channels of Polishes 2020-2025
Chart 125 Economic Context for Polishes
Chart 126 Real Gdp Growth 2020-2030
Chart 127 Inflation 2020-2030
Chart 128 Consumer Context for Polishes
Chart 129 Population 2020-2030
Chart 130 Consumer Expenditure 2020-2030
Chart 131 Population by Generation 2025
Surface Care in Bulgaria
Key Data Insights
Slow Value Growth Amidst Volume Decline
Chart 132 Key Industry Trends for Surface Care
Slow Value Growth Amidst Volume Decline
Multi-Purpose Cleaners Drive Growth
Chart 133 EP Commercelaunches Magia degreaser
Health-Conscious Consumers Drive Demand for Natural Ingredients
Chart 134 Astonish White Vinegar harnesses natural cleaning strength of vinegar
Chart 135 Value Sales of Surface Care 2020-2030
Chart 136 Volume Sales of Surface Care 2020-2030
Chart 137 Value Sales of Surface Care by Category 2025
Consumers Value Ease of Use and Prefer Products with Natural Ingredients
E-Commerce and Private Label Products Gain Traction
Specialised Products Decline as Multifunctionality Rises
Chart 138 Forecast Value Sales of Surface Care 2020-2030
Chart 139 Forecast Value Sales of Surface Care by Category 2025-2030
Leading Players Maintain Dominance through Innovation
Chart 140 Analyst Insight for Surface Care
Emerging Players and Innovation Drive Market Opportunities
Chart 141 Company Shares of Surface Care 2025
Chart 142 Brand Shares of Surface Care 2025
Supermarkets and Small Local Grocers Dominate Surface Care Sales
E-Commerce and Direct Selling Emerge as Fastest-Growing Channels
Chart 143 Retail Channels of Surface Care 2020-2025
Chart 144 Economic Context for Surface Care
Chart 145 Real Gdp Growth 2020-2030
Chart 146 Inflation 2020-2030
Chart 147 Consumer Context for Surface Care
Chart 148 Population 2020-2030
Chart 149 Consumer Expenditure 2020-2030
Chart 150 Population by Generation 2025
Toilet Care in Bulgaria
Key Data Insights
Stable Median Disposable Income Fuels Slight Value Growth
Chart 151 Key Industry Trends for Toilet Care
Stable Median Disposable Income Fuels Slight Value Growth
Rim Blocks and Toilet Liquids/Foams Drive Sales
Chart 152 Experience ultimate freshness with Medix WC Total Power Guard
Mood-Boosting Ingredients Shape Product Innovation
Chart 153 Medix Total Power Guard Ocean RIM block with dual-action scent technology
Chart 154 Value Sales of Toilet Care 2020-2030
Chart 155 Volume Sales of Toilet Care 2020-2030
Chart 156 Value Sales of Toilet Care by Category 2025
Rim Blocks to Remain Dominant with Sustainability Focus
E-Commerce and Health and Beauty Specialists Will Continue to Dominate Distribution
Mood-Boosting Ingredients and Sustainability to Shape Future
Chart 157 Forecast Value Sales of Toilet Care 2020-2030
Chart 158 Forecast Value Sales of Toilet Care by Category 2025-2030
Henkel and Unilever Dominate Toilet Care Market in Bulgaria
Chart 159 Analyst Insight for Toilet Care
Chart 160 Company Shares of Toilet Care 2025
Chart 161 Brand Shares of Toilet Care 2025
Small Local Grocers Lead Toilet Care Sales with Convenience
Retail E-Commerce Gains Traction with Convenience and Promotions
Chart 162 Retail Channels of Toilet Care 2020-2025
Chart 163 Economic Context for Toilet Care
Chart 164 Real Gdp Growth 2020-2030
Chart 165 Inflation 2020-2030
Chart 166 Consumer Context for Toilet Care
Chart 167 Population 2020-2030
Chart 168 Consumer Expenditure 2020-2030
Chart 169 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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