Bulgaria

Tissue and hygiene in Bulgaria witnessed positive development in 2023, with high inflation bolstering sales especially in the second half of the year. Retail prices remained elevated and even saw some slight increases, as most producers grappled with…

Wipes in Bulgaria increased in retail volume and current value terms in 2023, as the category is still relatively new and has strong growth potential. A stronger emphasis on hygiene has occurred since the COVID-19 pandemic, with categories like wet…

Rising consumer awareness of the importance of proper skin care for babies and children, especially in rural areas, has led to an increase in demand for baby and child-specific skin care products in Bulgaria. Overall, this was the best performing…

As inflation remained relatively high in 2023, many consumers turned towards private label for their bath and shower needs. Brands like Balea from dm and Cien by Lidl captured the interest of price-conscious consumers most affected by the…

In 2023, beauty and personal care in Bulgaria performed noticeably better than in 2022. The relatively high inflation, especially in the first half of the year, led to significant growth in current value terms, with double-digit increases across most…