Boston, MA -- (SBWIRE) -- 07/17/2014 -- According to the National Statistics Office, 2013 saw the lowest number of new-born babies in Bulgaria since 1945. 57,000 babies were born in the country in 2013. Negative demographics combined with economic difficulties stifled category growth. Nappies/diapers penetration in the country was lower than comparable countries like Romania and Hungary. Of the households who use nappies/diapers, 54% use three or less per day. Many consumers continued to prefer reusable nappies/diapers, while its popularity increased due to its ecologically sustainable image.

Competitive Landscape

The five biggest players on the market in terms of value sales are Procter & Gamble Bulgaria EOOD with 54%, SCA Hygiene Holding AB with 11%, Ficosota Syntez with 9%, Palomita AD with 6%, and Kimberly-Clark Corp with 4% share. Competition within nappies/diapers is very mature with 84% of sales accounted for by the top five, of which more than half by Procter & Gamble Bulgaria. Procter & Gamble's lead can be explained by the tendency of first-time parents tend to choose the best quality products. Pampers is one of the premium brands and is by far the best known. It offers various package deals, a wide variety of sizes, both nappies/diapers and disposable pants. The brand comprises three product lines: premium, standard and economy.

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Industry Prospects

Nappies/diapers is expected to see marginal volume CAGR throughout the forecast period. The marginal decline in constant value CAGR for 2013-2018 is slightly better than the -2% CAGR in the review period. As retail price competition increases, a wider choice of different brands is becoming available in stores, while price levels decrease and economy offers become even more frequent. Price promotions by leading players with brands such as Pampers, Libero, Huggies and Pufies are expected to be important to competition. This trend will keep unit prices low and restrict value growth.

Report Overview

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

The Nappies/Diapers/Pants in Bulgaria market research report includes:

- Analysis of key supply-side and demand trends
- 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 Nappies/Diapers/Pants in Bulgaria?
- What are the major brands in Bulgaria?
- How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
- Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Disposable Pants, Nappies/Diapers.

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