"Oral Care in Bulgaria" Published

In 2014, oral care was affected by generally negative financial developments in the country. Two bank runs in June and the shutdown of the fourth-largest bank delivered a shock to consumer confidence. As a result, consumers became very concerned about their financial situation and tried to optimise their spending. In oral care, this was manifested by the purchase of smaller packages. Industry sources indicate that sales of toothpaste (the leading oral care type) in 75ml tubes increased significantly, compared with 2013. However, this consumer behaviour produced an effect opposite to the one intended. Instead of savings, intensified purchases of smaller packages led to more spending. While volume sales did drop, average current unit prices increased across oral care, except battery and electric toothbrushes and denture care.

Competitive Landscape

Colgate-Palmolive, GlaxoSmithKline and Aroma lead oral care with a combined retail value share of 49% in 2014. While Aroma and Colgate-Palmolive rely on umbrella brands – Astera and Colgate – in oral care, GlaxoSmithKline markets three brands – Aquafresh, Sensodyne and Parodontax.

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Industry Prospects

A key trend over the forecast period is set to be a rising interest in organic oral care products. This will be fuelled by the general concern about product ingredients and interest in all things organic, be it food, cosmetics, home care or oral care products. At the same time, however, it is very likely that consumers will pay more and more attention to product claims. Whilst organic products make healthier and safer claims, few have been verified as such.

Report Overview

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

The Oral 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

Our market research reports answer questions such as:

* What is the market size of Oral Care in Bulgaria?
* What are the major brands in Bulgaria?
* Which type of toothpaste is most popular?

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