Adult Mouth Care in Bulgaria - New Market Study Published

Adult mouth care had low sales at the end of the review period at less than BGN4 million. Growth was also slow at less than half a percentage point in volume terms and less than 4% in current value terms in 2013 over the previous year. Sales of these products suffer from a lack of consumer awareness or interest. Consumers suffering from oral ulcers, canker sores or painful gums are more likely to simply put up with these conditions or, if they reach a serious level, to seek a doctor's advice and opt for Rx remedies. Competition from Rx remedies is also strong due to these products being sold under-the-counter by many chemists/pharmacies and parapharmacies/drugstores.

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Competitive Landscape

Pierre Fabre was the clear leader in adult mouth care throughout the review period and accounted for 46% value share in 2013. This company benefits from the strength of its Eludril and Elgydium brands, which ranked first and third in the year and accounted for 27% and 19% value share respectively. These are not well-known brands in Bulgaria but benefit from a longstanding presence and thus enjoy a strong degree of consumer loyalty among those suffering from long-term mouth health issues.

Industry Prospects

Adult mouth care is expected to continue to see only slow growth in the forecast period. Many consumers will continue to suffer mild mouth health problems without treatment, hoping that these ailments will resolve themselves. Those that do opt for treatment are meanwhile more likely to opt for low-cost home-made and traditional remedies such as cloves, rather than buying OTC adult mouth care. For those suffering from more serious mouth issues, Rx remedies will meanwhile be the preferred option, with these viewed as being more effective and widely available without a prescription. As a result of these constraints, adult mouth care is expected to remain below BGN4 million in the forecast period in terms of value at constant 2013 prices.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Adult Mouth Care industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Adult Mouth Care industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Adult Mouth 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

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