New market study, "Deodorants in Bulgaria", has been published

The banking crisis in Bulgaria in mid-2014 delivered a shock to consumer confidence and encouraged more conservative purchasing behaviour towards virtually all non-food products. Retailers recognised the change in consumer mood and responded with increased promotional activities. This underlying trend was visible in deodorants. According to industry sources, the share of deodorants purchased during promotions increased significantly compared with 2013. However, an additional factor helped to strengthen this trend in the category. Poor summer weather conditions, including a lot of rain and cooler temperatures, undermined the demand in a key sales period (sales of deodorants usually peak between May and August) and provided further reasons for retailers to stress promotions. Thus, average unit prices were quite stable in 2014.

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Competitive Landscape

Unilever Bulgaria is the leading company in 2014, as current value sales increased by 3% to reach BGN8 million and a 16% share. Sales were boosted by the signing of an advertising contract with Bulgaria’s star tennis player, Grigor Dimitrov, for Rexona, and the introduction of new product lines like Dove Invisible Dry. Beiersdorf Bulgaria and L’Oréal Bulgaria are the two main challengers to Unilever. Their combined share grew by three percentage points, compared with 2013, while Unilever saw a marginal share increase.

Industry Prospects

A negative 1% value CAGR at constant 2014 prices is expected over the forecast period. The pace of decline is predicted to slow as the forecast period progresses. This performance reflects too much reliance on promotions and discounts by retailers. Introduced aggressively to counter a temporary shock to consumer confidence in 2014, these measures appear difficult to unwind. This is expected to happen only gradually over the forecast period as the economy picks-up speed.

Report Overview

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

The Deodorants 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

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