Vista AWT AD and Beiersdorf Bulgaria EOOD led baby and child-specific products in 2013, both with 11% of total value shares, with Vista AWT AD selling the products of Johnson & Johnson. Lavena was in third position with a 9% share of value sales. Multinational brands from Beiersdorf Bulgaria and Johnson & Johnson are leaders as they are more traditional in the category due to their established positions and well-developed marketing strategies, while Lavena rose rapidly because it took the majority of the sales in the lower price segment.
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Overall category growth is expected to be a 1% value CAGR at constant 2013 prices. Baby and child-specific products is expected to reach maturity by the end of the forecast period and the review period's CAGR of 9% will be impossible to replicate. Local brands with their low prices will keep on gaining positions and these lower priced products will attract even more customers than in 2013, thus pushing overall value sales to a low growth. Average unit price will also rotate around its present levels and no serious fluctuations can be expected in any categories.
Discover the latest market trends and uncover sources of future market growth for the Baby Care industry in Bulgaria with research from Euromonitor's team of in-country analysts.
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If you're in the Baby Care industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.
The Baby Care in Bulgaria market research report includes:
* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country
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