New Study: Baby and Child-Specific Products in Bulgaria

Developments in baby and child-specific products were strongly affected by a negative demographic trend. The Global Financial Crisis of 2008 delivered a strong blow to Bulgaria’s economy, which quickly led to a decline in births and subsequently a smaller child population. After a peak of nearly 82,000 births in 2009, the number of births declined each year to reach 68,000 in 2014. Meanwhile, the child population narrowed by 3% between 2010 and 2014. These developments undermined retail volume sales growth and 2014 value sales remained more dependent on price fluctuations. However, since 2009, despite the economic difficulties in the country, Bulgarian parents did not seek to save on spending on children. Instead, a clear trend emerged whereby parents increasingly emphasised the quality of products purchased. As a result, current value sales continued to grow despite a dwindling base of children.

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Competitive Landscape

Lavena, Beiersdorf Bulgaria and Vista AWT lead with a combined retail value share of 31% in 2014. Lavena, a domestic manufacturer, builds its market presence through the Bochko brand, which offers products across the category. Beiersdorf follows a similar strategy with Nivea Baby. Vista AWT is a distribution company which handles Johnson & Johnson’s brands: Johnson’s Baby and Penaten. In 2014, Lavena recorded current value sales of BGN3 million, an 11% increase on 2013. This growth reflected a general expansion of Bochko’s product portfolio. Rivals Beiersdorf and Vista AWT underperformed, with current value sales dropping by 8% and 5%, respectively, in 2014.

Industry Prospects

Negative demographic trends will continue to affect the performance of baby and child-specific products. The 0-14-year-old population is projected to decline by 1% over the forecast period. This would severely limit the potential for retail volume growth and leave value sales heavily dependent on pricing. Another important factor to consider against the background of a declining child population is the increasing share of Roma children and the fact that parents from this disadvantaged minority have considerably lower financial resources. This would provide an additional inhibitor to the key growth driver for the category: pricing.

Report Overview

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

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