Table of Contents
Beauty and Personal Care in Bulgaria - Industry Overview
EXECUTIVE SUMMARY
Industry growth remains healthy in 2011
Premium cosmetics develop and grow
Multinationals conquer the leading positions
Fashion trends in cosmetics are adopted slowly by Bulgarians
Most beauty and personal care types are close to maturity
KEY TRENDS AND DEVELOPMENTS
Beauty and personal care offers resistance to financial crises
Multinationals dominate as domestic players fail to keep pace
Counterfeit replicas of premium products remain a problem
Larger and more specialised beauty outlets perform well
Direct selling remains an important channel for beauty and personal care
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2006-2011
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2006-2011
Table 3 Sales of Premium Cosmetics by Category: Value 2006-2011
Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2006-2011
Table 5 Beauty and Personal Care Company Shares by NBO 2007-2011
Table 6 Beauty and Personal Care Company Shares by GBO 2007-2011
Table 7 Beauty and Personal Care Brand Shares 2008-2011
Table 8 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2006-2011
Table 9 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2011
Table 10 Forecast Sales of Beauty and Personal Care by Category: Value 2011-2016
Table 11 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2011-2016
Table 12 Forecast Sales of Premium Cosmetics by Category: Value 2011-2016
Table 13 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
Summary 1 Research Sources
Beauty and Personal Care in Bulgaria - Company Profiles
Aroma AD in Beauty and Personal Care (Bulgaria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Aroma AD: Competitive Position 2011
Lavena AD in Beauty and Personal Care (Bulgaria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Lavena AD: Competitive Position 2011
Perfumery Douglas Bulgaria OOD in Beauty and Personal Care (Bulgaria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Refan OOD in Beauty and Personal Care (Bulgaria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Refan OOD: Competitive Position 2011
Rubella Beauty AD in Beauty and Personal Care (Bulgaria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Baby and Child-specific Products in Bulgaria - Category Analysis
HEADLINES
TRENDS
Baby and child-specific products remains among the least developed categories in beauty and personal care in Bulgaria. However, it has the potential for growth, as the market is not yet mature. In line with the overall increases in disposable income in Bulgaria, parents started to spend more on quality baby care products during the review period. This trend is likely to continue despite the effects of the global financial and EU crises on the Bulgarian economy.
COMPETITIVE LANDSCAPE
In 2011, the leading player in baby and child-specific products remains Beiersdorf Bulgaria, with a 31% share of retail value sales. Johnson & Johnson Bulgaria EOOD remains the second-ranked player, accounting for an 18% share of retail value sales. Their strong leading positions are due to very well developed portfolios and marketing strategies, not only in Bulgaria but internationally.
PROSPECTS
Both retail volume and constant value sales are expected to grow by a 3% CAGR over the forecast period, which is significant growth for the sector. In constant value terms, growth is expected to be higher over the forecast period, compared to the review period. Increasing disposable income levels have enabled parents to spend more on sophisticated and premium products. However, the financial crises have forced many families turn to cheaper products or limit their expenditure on certain product types, thereby causing a slowdown in retail value sales. By the end of the forecast period this effect is expected to have passed by. By that time, however, baby and child-specific products is also likely to have reached maturity.
CATEGORY DATA
Table 14 Sales of Baby and Child-specific Products by Category: Value 2006-2011
Table 15 Sales of Baby and Child-specific Products by Category: % Value Growth 2006-2011
Table 16 Baby and Child-specific Products Premium Vs Mass % Analysis 2006-2011
Table 17 Baby and Child-specific Products Company Shares 2007-2011
Table 18 Baby and Child-specific Products Brand Shares 2008-2011
Table 19 Baby and Child-specific Products Premium Brand Shares 2008-2011
Table 20 Baby and Child-specific Skin Care Brand Shares 2008-2011
Table 21 Baby and Child-specific Sun Care Brand Shares 2008-2011
Table 22 Forecast Sales of Baby and Child-specific Products by Category: Value 2011-2016
Table 23 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2011-2016
Table 24 Forecast Baby and Child-specific Products Premium Vs Mass % Analysis 2011-2016
Bath and Shower in Bulgaria - Category Analysis
HEADLINES
TRENDS
The spa theme in bath and shower established itself as a sustainable trend over the review period. Manufacturers and distributors of body wash/shower gel, bath foam/gel and soaps use the spa theme for many new products. Many of them also use natural ingredients in line with the trend. The basic assumption is that spa procedures are healthy and good for the skin, relieve stress and are a break from normal personal care routines. This is why manufacturers are trying to provide ways to recreate spa procedures in a home setting, such as offering products with similar effects or ingredients to the ones used in professional spas.
COMPETITIVE LANDSCAPE
The leading company remains Ficosota Syntez, with a 17% share of retail value sales in 2011. The second-ranked player is Unilever Bulgaria EOOD, with a 14% share, followed closely by Beiersdorf Bulgaria. The well-developed distribution network established by Ficosota Syntez and the popularity of its affordable quality products are the key factors behind the company’s position. However, it is likely that the leading player will continue to lose retail value share due to the lack of significant marketing efforts. Thus, it is anticipated that Ficosota Syntez will be overtaken by one of its multinational competitors in the forecast period.
PROSPECTS
Over the forecast period, bath and shower is expected to post a 1% constant value CAGR. In spite of relative saturation and the global and EU financial crises, retail value sales are likely continue to increase.
CATEGORY DATA
Table 25 Sales of Bath and Shower by Category: Value 2006-2011
Table 26 Sales of Bath and Shower by Category: % Value Growth 2006-2011
Table 27 Bath and Shower Premium Vs Mass % Analysis 2006-2011
Table 28 Bath and Shower Company Shares 2007-2011
Table 29 Bath and Shower Brand Shares 2008-2011
Table 30 Bath and Shower Premium Brand Shares 2008-2011
Table 31 Forecast Sales of Bath and Shower by Category: Value 2011-2016
Table 32 Forecast Sales of Bath and Shower by Category: % Value Growth 2011-2016
Table 33 Forecast Bath and Shower Premium Vs Mass % Analysis 2011-2016
Colour Cosmetics in Bulgaria - Category Analysis
HEADLINES
TRENDS
The two major direct selling companies in Bulgaria – Avon Bulgaria and Oriflame Bulgaria – have traditionally been the leaders in colour cosmetics. In 2008, however, Oriflame Bulgaria fell from second to third position with L'Oréal Bulgaria occupying second place; In 2011, Avon Bulgaria falls from first to fourth, with L'Oréal Bulgaria assuming top spot and Oriflame Bulgaria back in second, in retail value share terms.
COMPETITIVE LANDSCAPE
Direct selling remains the leading channel in the colour cosmetics. L’Oréal Bulgaria leads with a 16% share of retail value sales, followed by Oriflame Bulgaria (11%) and Procter & Gamble Bulgaria EOOD (9%), with Avon Bulgaria (7%) in fourth place in 2011. The strong positions of direct selling companies are related to the convenience they offer in terms of ordering and their excellent network of sales consultants throughout Bulgaria. Moreover, they offer a wide range of colour cosmetics and regular new product launches, which also stimulates the sales of Avon Bulgaria and Oriflame Bulgaria.
PROSPECTS
Colour cosmetics growth is likely to slow down over the forecast period, as it approaches maturity. Industry experts note that local women already spend the same amount of money on colour cosmetics as women in other European countries, therefore significant growth is unlikely.
CATEGORY DATA
Table 34 Sales of Colour Cosmetics by Category: Value 2006-2011
Table 35 Sales of Colour Cosmetics by Category: % Value Growth 2006-2011
Table 36 Colour Cosmetics Premium Vs Mass % Analysis 2006-2011
Table 37 Colour Cosmetics Company Shares 2007-2011
Table 38 Colour Cosmetics Brand Shares 2008-2011
Table 39 Eye Make-up Brand Shares 2008-2011
Table 40 Facial Make-up Brand Shares 2008-2011
Table 41 Lip Products Brand Shares 2008-2011
Table 42 Nail Products Brand Shares 2008-2011
Table 43 Colour Cosmetics Premium Brand Shares 2008-2011
Table 44 Forecast Sales of Colour Cosmetics by Category: Value 2011-2016
Table 45 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2011-2016
Deodorants in Bulgaria - Category Analysis
HEADLINES
TRENDS
In the early review period, the general trend in Bulgaria remained one of active usage of deodorants in summer and perfumes in winter. Furthermore, many people considered deodorants unnecessary due to the cold winter. However, by the end of the review period, the major players had made significant efforts through marketing and advertising to change this perception. Although many people still use deodorants in summer only, their usage rates in other months of the year are increasing.
COMPETITIVE LANDSCAPE
Deodorants is dominated by multinational companies. Aroma, the only domestic player, holds only a 15 share of retail value sales in 2011. Beiersdorf Bulgaria leads with a 25% share of retail value sales, followed by Unilever Bulgaria (17%) and Avon Bulgaria (10%). The other key players in deodorants are Henkel Bulgaria EOOD and Procter & Gamble Bulgaria.
PROSPECTS
A constant value CAGR of 2% is expected in deodorants over the forecast period. Companies are likely to direct their efforts towards new products with multiple effects, such as deodorants for smooth skin, antiperspirants, etc. Furthermore, the major players are set to invest more in marketing campaigns, as the competition intensifies, while trying to instil the habit of all-year-round deodorant usage in more Bulgarian consumers.
CATEGORY DATA
Table 46 Sales of Deodorants by Category: Value 2006-2011
Table 47 Sales of Deodorants by Category: % Value Growth 2006-2011
Table 48 Deodorants Premium Vs Mass % Analysis 2006-2011
Table 49 Deodorants Company Shares 2007-2011
Table 50 Deodorants Brand Shares 2008-2011
Table 51 Forecast Sales of Deodorants by Category: Value 2011-2016
Table 52 Forecast Sales of Deodorants by Category: % Value Growth 2011-2016
Table 53 Forecast Deodorants Premium Vs Mass % Analysis 2011-2016
Depilatories in Bulgaria - Category Analysis
HEADLINES
TRENDS
Depilatories remains the least developed category in beauty and personal care. This is because of the strong competition from electric depilators, which are advertised heavily, and traditionally popular cosmetic salon procedures, which are considered more efficient by many consumers. In addition, since little attention is paid to the successful advertising of products, female consumers are almost unaware of the differences between men’s and women’s razors and blades and pre-shave products. For this reason many consumers ignore female-specific products, opting for men’s razors and blades, which offer a wider variety, and regular new launches. Although manufacturers have made efforts to change this perception, it remains a live issue.
COMPETITIVE LANDSCAPE
Procter & Gamble Bulgaria remains the leader with a 43% share of retail value sales in 2011, followed by Jankar OOD (9%) and Reckitt Benckiser Bulgaria (7%). No other company held a retail value share higher than 4% in 2011.
PROSPECTS
Depilatories is expected to develop over the forecast period, with constant value sales growing by a 2% CAGR. Development will be limited by the frequent use of men’s pre-shave and men’s razors and blades by female consumers. This is partly due to low marketing activity, which restricts the ability of companies to educate consumers on the benefits of specialised products. Although the leading players launch new product, they need to market them more efficiently as awareness is not yet high enough.
CATEGORY DATA
Table 54 Sales of Depilatories by Category: Value 2006-2011
Table 55 Sales of Depilatories by Category: % Value Growth 2006-2011
Table 56 Depilatories Company Shares 2007-2011
Table 57 Depilatories Brand Shares 2008-2011
Table 58 Forecast Sales of Depilatories by Category: Value 2011-2016
Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2011-2016
Fragrances in Bulgaria - Category Analysis
HEADLINES
TRENDS
In spite of the efforts of manufacturers and importers, counterfeit fragrances remain a problem in the Bulgarian market. Furthermore, as some consumers have become more knowledgeable, avoiding counterfeit products, illegally imported originals have also started to become an issue. Companies’ marketing efforts are therefore targeted at pure product advertising, while informing consumers of the disadvantages of purchasing illegal and counterfeit goods. Due to the relatively high prices of fragrances, many potential consumers prefer to buy cheaper imitations or illegally imported originals.
COMPETITIVE LANDSCAPE
The leading in fragrances in Bulgaria remains Avon Bulgaria with a retail value share of 26% in 2011. The company’s main competitor Oriflame Bulgaria is ranked second with an 11% share. The success of these two direct selling companies is due to their large catalogues, offering a wide choice of fragrances, including eau de perfumes and eau de colognes with different scents and in different price categories. Furthermore, both players make serious investments in advertising and promotional events and often present new product launches.
PROSPECTS
Fragrances has almost reached maturity, and retail volume and constant value sales are expected to be slower over the forecast period. Although perfumeries will continue to evolve and expand, this is not anticipated to have any major influence on retail volume sales.
CATEGORY DATA
Table 60 Sales of Fragrances by Category: Value 2006-2011
Table 61 Sales of Fragrances by Category: % Value Growth 2006-2011
Table 62 Fragrances Company Shares 2007-2011
Table 63 Fragrances Brand Shares 2008-2011
Table 64 Men's Premium Fragrances Brand Shares 2008-2011
Table 65 Women's Premium Fragrances Brand Shares 2008-2011
Table 66 Forecast Sales of Fragrances by Category: Value 2011-2016
Table 67 Forecast Sales of Fragrances by Category: % Value Growth 2011-2016
Hair Care in Bulgaria - Category Analysis
HEADLINES
TRENDS
Hair care in Bulgaria has been underdeveloped, with few players and brands/products. Over the review period, however, complex hair care products with multiple properties entered the country, making a significant impact. The product offer continues to expand and evolve, with more sophisticated products, containing vitamins and extracts of various plants, available.
COMPETITIVE LANDSCAPE
The competitive landscape is highly competitive and quite fragmented. L’Oréal Bulgaria is the leading player with a 26% share of retail value sales, followed by Procter & Gamble Bulgaria with a 16% share. Home care is notable for the lack of brand loyalty. It is likely, however, that over the forecast period the marketing efforts of multinational companies will result in increased brand loyalty. This would allow them to retain their strong positions and register share growth at the expense of domestic manufacturers.
PROSPECTS
Hair care sales are expected to grow by a 4% constant value CAGR over the forecast period. Retail volume sales are predicted to remain constant over the forecast period as the category is reaching maturity.
CATEGORY DATA
Table 68 Sales of Hair Care by Category: Value 2006-2011
Table 69 Sales of Hair Care by Category: % Value Growth 2006-2011
Table 70 Hair Care Premium Vs Mass % Analysis 2006-2011
Table 71 Sales of Styling Agents by Type: % Value Breakdown 2006-2011
Table 72 Hair Care Company Shares 2007-2011
Table 73 Hair Care Brand Shares 2008-2011
Table 74 Styling Agents Brand Shares 2008-2011
Table 75 Colourants Brand Shares 2008-2011
Table 76 Hair Care Premium Brand Shares 2008-2011
Table 77 Forecast Sales of Hair Care by Category: Value 2011-2016
Table 78 Forecast Sales of Hair Care by Category: % Value Growth 2011-2016
Table 79 Forecast Hair Care Premium Vs Mass % Analysis 2011-2016
Men's Grooming in Bulgaria - Category Analysis
HEADLINES
TRENDS
Men’s grooming is not traditionally strong. Companies have started to enjoy success in the review period due to marketing efforts, especially in 2010 and 2011. However, many Bulgarian men are still not convinced of the need and benefits of using specialised grooming products. In spite of investment by major players in new product developments, men’s grooming is still underdeveloped and the variety of products remains small in comparison to women’s products. Also, men’s grooming has yet to experience segmentation.
COMPETITIVE LANDSCAPE
The Gillette Co remains is the leading player in men's grooming in 2011, holding a retail value share of 32%. The success of the company is due to its long presence in men’s razors and blades and post-shave and the association of the Gillette brand with shaving. Beiersdorf Bulgaria remains the second-ranked player, with a 21% share of retail value sales.
PROSPECTS
Men’s grooming is predicted to register positive retail volume and value CAGRs over the forecast period. Men's attitudes to cosmetics are changing and Bulgarian men are starting to use more grooming products, in addition to traditional razors and blades and post-shave products. The category’s progress is being driven by the desire to look better and feel healthy, combined with grooming becoming more trendy as a result of active product advertising among both men and women (as the latter often influence men's grooming habits).
CATEGORY DATA
Table 80 Sales of Men’s Grooming by Category: Value 2006-2011
Table 81 Sales of Men’s Grooming by Category: % Value Growth 2006-2011
Table 82 Sales of Men's Razors and Blades by Type: % Value Breakdown 2007-2011
Table 83 Men’s Grooming Company Shares 2007-2011
Table 84 Men’s Grooming Brand Shares 2008-2011
Table 85 Men's Razors and Blades Brand Shares 2008-2011
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2011-2016
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2011-2016
Oral Care Excl Power Toothbrushes in Bulgaria - Category Analysis
HEADLINES
TRENDS
Skin care in Bulgaria is dominated by multinational companies, and its development over the review period was driven by their new launches. Domestic players, on the other hand, have lost retail value share as they cannot afford to make significant investments in innovations or marketing.
COMPETITIVE LANDSCAPE
L’Oréal Bulgaria remains the leading skin care player with a 20% share of retail value sales in 2011, followed by Beiersdorf Bulgaria, ranked second with a 13% share.The other strong players in skin care are Beiersdorf Bulgaria and Oriflame Bulgaria, with the rest of the competitive landscape remaining fragmented.
PROSPECTS
Skin care is set to continue to grow in retail value sales terms over the forecast period, in spite of the relatively high sales base and ongoing effects of the economic downturn. The main growth driver will be the presence of multinational brands and their innovative product launches. Moreover, skin care is becoming more of a regular routine for more Bulgarians.
CATEGORY DATA
Table 88 Sales of Skin Care by Category: Value 2006-2011
Table 89 Sales of Skin Care by Category: % Value Growth 2006-2011
Table 90 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011
Table 91 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 92 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011
Table 93 Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 94 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 95 Skin Care Company Shares 2007-2011
Table 96 Skin Care Brand Shares 2008-2011
Table 97 Facial Moisturisers Brand Shares 2008-2011
Table 98 Anti-agers Brand Shares 2008-2011
Table 99 Firming/Anti-cellulite Body Care Brand Shares 2008-2011
Table 100 General Purpose Body Care Brand Shares 2008-2011
Table 101 Skin Care Premium Brand Shares 2008-2011
Table 102 Forecast Sales of Skin Care by Category: Value 2011-2016
Table 103 Forecast Sales of Skin Care by Category: % Value Growth 2011-2016
Oral Care in Bulgaria - Category Analysis
HEADLINES
TRENDS
Oral care is a well-developed category in Bulgaria. Like most beauty and personal care categories, it is increasingly dominated by multinationals. Local manufacturers are losing retail value shares because they are unable to invest in the same level of marketing and advertising activities as multinational companies.
COMPETITIVE LANDSCAPE
Unlike in most other categories within beauty and personal care, Bulgarian companies have traditionally held strong positions in oral care. Aroma, for example, the market leader remained the leading player throughout the review period, accounting for a 19% share of retail value sales in 2011. Nonetheless, multinationals are advancing quickly, at the expense of domestic manufacturers, with Colgate-Palmolive Bulgaria OOD (15% share of retail value sales) and GlaxoSmithKline Plc (14%) ranked second and third since 2008.
PROSPECTS
Usage of oral care products in Bulgaria was lower than in other EU countries over the review period, although it is catching up. Thus, oral care is expected to develop well over the forecast period. By the end of the review period, the only oral care products bought regularly by consumers were manual toothbrushes and toothpaste. Usage of mouthwashes/dental rinses and dental floss remains relatively low due to the low oral hygiene culture. However, usage is predicted to continue to grow as more people are influenced by the marketing efforts of oral care producers and the advice of dentists.
CATEGORY DATA
Table 104 Sales of Oral Care by Category: Value 2006-2011
Table 105 Sales of Oral Care by Category: % Value Growth 2006-2011
Table 106 Sales of Toothbrushes by Category: Value 2006-2011
Table 107 Sales of Toothbrushes by Category: % Value Growth 2006-2011
Table 108 Sales of Toothpaste by Type: % Value Breakdown 2007-2011
Table 109 Oral Care Company Shares 2007-2011
Table 110 Oral Care Brand Shares 2008-2011
Table 111 Toothpaste Brand Shares 2008-2011
Table 112 Mouthwashes/Dental Rinses Brand Shares 2008-2011
Table 113 Forecast Sales of Oral Care by Category: Value 2011-2016
Table 114 Forecast Sales of Oral Care by Category: % Value Growth 2011-2016
Table 115 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2011-2016
Table 116 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth 2011-2016
Skin Care in Bulgaria - Category Analysis
HEADLINES
TRENDS
Sun care usage in Bulgaria has traditionally been lower than the EU average. Therefore, companies have had to promote usage of sun care products as a whole, instead of concentrating on specific brands and products, over the review period. However, this trend is beginning to wane, and promotions of specific product features started to appear in the media and retail outlets by the end of the review period.
COMPETITIVE LANDSCAPE
Beiersdorf Bulgaria, the manufacturer of the Nivea Sun brand, is the leading player, with a 36% share of retail value sales in 2011. L’Oréal Bulgaria is the second-ranked player with a 31%, with the rest of the competitive landscape quite fragmented.
PROSPECTS
Although usage of sun care products in Bulgaria remains relatively low, the category has significant potential as consumers' habits change in line with the rest of the EU. It is anticipated that usage by local consumers will start to catch-up with the rates in other EU countries during the forecast period.
CATEGORY DATA
Table 117 Sales of Sun Care by Category: Value 2006-2011
Table 118 Sales of Sun Care by Category: % Value Growth 2006-2011
Table 119 Sun Care Premium Vs Mass % Analysis 2006-2011
Table 120 Sun Care Company Shares 2007-2011
Table 121 Sun Care Brand Shares 2008-2011
Table 122 Sun Care Premium Brand Shares 2008-2011
Table 123 Forecast Sales of Sun Care by Category: Value 2011-2016
Table 124 Forecast Sales of Sun Care by Category: % Value Growth 2011-2016
Table 125 Forecast Sun Care Premium Vs Mass % Analysis 2011-2016
Sun Care in Bulgaria - Category Analysis
HEADLINES
TRENDS
Sets/kits in Bulgaria are purchased mostly as gifts. Sales grow notably around large national holidays such as Christmas, St Valentine’s Day and International Women’s Day (8 March), which provide very popular gift-giving occasions for Bulgarians. Both mass and premium producers present sets/kits around holiday periods, especially Christmas, when sales peak.
COMPETITIVE LANDSCAPE
L'Oréal Bulgaria overtook Avon Bulgaria to lead sets/kits in 2011. L’Oréal Bulgaria registered a share increase of one percentage point in 2011, to reach 12%, while Avon Bulgaria’s share decreased by one percentage point to reach 11%. Oriflame Bulgaria and Beiersdorf Bulgaria, the third- and fourth-ranked companies, respectively, continued to record good retail value sales growth in 2011.
PROSPECTS
Sets/kits is expected to continue developing over the forecast period, as such products have become popular gift options. Companies are likely to continue offering a wider variety of sets in order to respond to the growing demand. This includes premium as well as mass brands, as users are attracted by the reduced prices of individual products contained in sets/kits. Such reductions make premium products affordable to a larger number of customers.
CATEGORY DATA
Table 126 Sales of Sets/Kits: Value 2006-2011
Table 127 Sales of Sets/Kits: % Value Growth 2006-2011
Table 128 Sets/Kits Premium Vs Mass % Analysis 2006-2011
Table 129 Sets/Kits Company Shares 2007-2011
Table 130 Sets/Kits Brand Shares 2008-2011
Table 131 Sets/Kits Premium Brand Shares 2008-2011
Table 132 Forecast Sales of Sets/Kits: Value 2011-2016
Table 133 Forecast Sales of Sets/Kits: % Value Growth 2011-2016
Table 134 Forecast Sets/Kits Premium Vs Mass % Analysis 2011-2016