Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Bulgaria witnessed moderate value growth in 2024 driven by the robust performance of volume sales. The essential nature of these products provides a steady level of demand.
2024 key trends
Toilet paper remained the largest category in Bulgaria due to high levels of usage and the essential nature of this product. By contrast, paper towels registered the most dynamic growth as this is a still a relatively new product in Bulgaria with growth rising from a low base.
Competitive landscape
Procter and Gamble Bulgaria EOOD remained the retail hygiene leader in 2024, based on the company's dominance in nappies/diapers/pants and menstrual care categories with its Pampers, Always, Discreet, Naturella and Tampax brands. The player has lost ground over the review period due to stronger competition, notably from private label.
Retail developments
Health and beauty specialists is the leading distribution channel in tissue and hygiene, followed by hypermarkets and supermarkets. Modern trade distribution channels like supermarkets and hypermarkets and the health and beauty chains like dm and Lilly continued to expand in 2024 and posted solid sales growth.
What next for tissue and hygiene?
Most tissue and hygiene categories are expected to develop positively over the forecast period in line with the growing hygiene culture and the legacy of higher prices. Nappies/diapers/pants faces little volume growth opportunities due to demographic factors, with a stable population of children (0-4 years) over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Bulgaria?
- Which are the leading brands in Tissue and Hygiene in Bulgaria?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Bulgaria
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Bulgaria
KEY DATA FINDINGS
Healthy growth in AFH tissue and hygiene category
Negligible sales of AFH hygiene
Limited innovations in 2024
Bright outlook for AFH tissue and hygiene
Horeca and tourism industries offer growth potential
Digital dispensers could enhance convenience
Retail Adult Incontinence in Bulgaria
KEY DATA FINDINGS
Strong growth as awareness expands of incontinence issues and products
Cost of living pressures drive sales of more affordable products
Health and beauty specialists are primary channel
Adult incontinence faces strong growth prospects
E-commerce to extend its role in distribution
Innovation will focus heavily on improving efficacy
Nappies/Diapers/Pants in Bulgaria
KEY DATA FINDINGS
Nappies/diapers/pants posts steady value growth
Procter & Gamble Bulgaria EOOD maintains a strong lead
Modern channel leads in terms of distribution
Category faces value growth potential from innovative lines
E-commerce channel aligns with modern lifestyles
Sustainable product development will raise product quality
Menstrual Care in Bulgaria
KEY DATA FINDINGS
Menstrual care posts steady growth
Procter & Gamble Bulgaria leads in menstrual care
Health and beauty specialists are preferred channel
Menstrual care outlook looks promising
E-commerce growth is anticipated as ‘click and collect’ develops
Sustainable menstrual care innovations to gain ground
Wipes in Bulgaria
KEY DATA FINDINGS
Wipes reports steady performance amid need for convenience and hygiene
Domestic player Agiva OOD leads in wipes
Discounters is the fastest-growing distribution channel
Promising outlook for wipes driven by convenience
Scope to grow retail e-commerce offers
Natural and chemical free wipes will guide product developments
Retail Tissue in Bulgaria
KEY DATA FINDINGS
Retail tissue sales rebound in volume terms aided by paper towels
Domestic player Interpred Partner leads the pack
E-commerce strikes a chord with younger generations
Retail tissue has stronger outlook in value terms
E-commerce channel offers strong growth prospects
Better quality and eco-lines will lead new innovations
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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