Steady growth of deodorants is expected over the forecast period, with demand driven by promotions, continuous discounts and loyalty programmes. Also, there is still opportunity to build volume sales as the household penetration of these products remains relatively low in Bulgaria.
It is expected that companies will focus on introducing more natural products containing fewer harmful ingredients, such as alcohol-free and aluminium-free deodorants, as Bulgarian consumers are becoming more educated about the side effects of products that have such ingredients. Growth of these categories is therefore expected over the forecast period; however, promotions will continue to play an important role in the purchasing process.
E-commerce sales of deodorants saw a sharp uptick in distribution share during the COVID-19 pandemic, as a result of restrictions on consumer movement and retailing. Online sales of beauty and personal care are comparatively underdeveloped in Bulgaria, but the pandemic forced many retailers to focus on e-commerce in order to meet consumer demand.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Deodorants research and analysis database.
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