Sanitary Protection in Bulgaria - New Market Research Report

In 2014 sanitary protection seems to have taken one further step towards modernisation and maturation. For the first time over the last years, towels sales were declining whilst the overall sanitary protection value was growing. This is due to the increasing importance of tampons and pantyliners and the decreasing popularity of standard towels. Perhaps more than anything, what is driving this development is the increasing lack of availability of old-fashioned standard towels in major retailers in urban centres. At the same time, lifestyle trends are sustainable in their push for the more contemporary sanitary alternatives.

Competitive Landscape

Palomita is still the leading player in sanitary protection in Bulgaria with sales of over BGN13 million and a 34% retail value share in 2014. The company has very capably maintained the loyalty of economy consumers, which represent a vast portion of the market, especially outside of the urban centres of the country. SCA Hygiene Holding, Johnson & Johnson Bulgaria and Procter & Gamble Bulgaria rounded up the top four with 12%, 12% and 11% respectively and continue battling for the higher-income segment of consumers.

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Industry Prospects

In the forecast period, the key story will be the sustained growth of tampons and the potential of pantyliners. Whilst tampons has been performing exceptionally well in recent years and this trend is expected to continue, the same cannot be said for pantyliners. Despite the changing demographic, it is inevitable that pantyliners will grow in volume. Yet it seems that competitors will have to do more to push their brands and educate consumers. Digital tampons are in a similar need of marketing investments, albeit being far less popular than pantyliners.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Bulgaria market research report includes:

* Analysis of key supply-side and demand trends  
* 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

Our market research reports answer questions such as:

* What is the market size of Sanitary Protection in Bulgaria?

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