Oral and dental hygiene preparations market in Bulgaria

Earlier Report Observations

Between 2018 and 2020, the Bulgarian market for oral and dental hygiene preparations showed initial fluctuation, with market size measured at 26 626 thousand USD in 2018, dipping to 25 440 thousand USD the following year, before recovering to 27 843 thousand USD in 2020. The early period saw market dynamics influenced by rules on parallel exports and regulations that created barriers for new innovative products entering the local market, affecting supply conditions. This was followed by a period of stabilization and subsequent growth in market volume from the lower base of 2019.

The market entered a phase of significant expansion starting in 2021, with size reaching 32 916 thousand USD. This growth coincided with the enforcement of the EU Medical Device Regulation (MDR) 2017/745 in May 2021, which introduced stricter oversight, conformity assessment procedures, and post-market surveillance for medical devices, including dental consumables, affecting market operations and potentially supply chains. The trend of premiumization also emerged, with major players like Colgate-Palmolive and Procter & Gamble driving increased consumer awareness and demand for oral hygiene products.

Market development continued positively through 2022, 2023, and 2024, reaching a market size of 47 441 thousand USD. This sustained growth was supported by the signing and subsequent amendment of the National Framework Agreement for Dental Activities (2023-2025), which established new rules for dental services and pricing within the national health system. Concurrently, the market experienced continued premiumization and a growing consumer interest in products with natural ingredients, alongside the ongoing implementation of EU regulations for medical devices and cosmetics that emphasized product safety, quality, and traceability.

Production oral and dental hygiene preparations in Bulgaria

In value, 2017-2020, K $ US

In Bulgaria, the production value of oral and dental hygiene preparations reached 34 588 thousand US dollars in 2020, representing an 8.1% increase compared to the previous year. Over the period from 2017 to 2020, production grew by 13.3%, with an average annual growth rate of 4.2%. The most significant decline occurred in 2019, when production fell by 2.2%.

Annual dynamics of production in Bulgaria in value, 2017-2020, K $ US

Exports oral and dental hygiene preparations from Bulgaria

Exports in kind, K unit

Bulgaria's exports of oral and dental hygiene preparations in physical terms have increased for the second consecutive year. In 2020, exports amounted to 75 559 thousand units, rising by 7.3% compared to 2019. From 2017 to 2020, exports grew by 14.1%, which corresponds to an average annual growth rate of 4.5%. The lowest export volume was recorded in 2018 at 65 762 thousand units, with the largest decline of 0.7% also occurring in that year.

Annual dynamics of product's exports from Bulgaria in kind, 2017-2020, K unit

Between 2017 and 2020, Bulgaria's exports of oral and dental hygiene preparations in physical terms were not heavily concentrated on a few key markets. Italy accounted for 21.0% of exports, France for 15.3%, and the United Kingdom for 10.9%. Together, these three countries represented only 47.2% of total export flows, indicating a diverse distribution across multiple partners.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Bulgaria in kind, 2017-2020

Exports in value, K $ US

Bulgaria's exports of oral and dental hygiene preparations in value terms have increased for the third consecutive year. In 2020, exports totaled 33 413 thousand US dollars, up by 7.5% compared to 2019. Over the period from 2017 to 2020, exports grew by 17.9%, with an average annual growth rate of 5.6%.

Annual dynamics of product's exports from Bulgaria in value, 2017-2020, K $ US

From 2017 to 2020, Italy, France, and the United Kingdom were significant buyers of oral and dental hygiene preparations from Bulgaria in value terms. Italy accounted for 21.8% of exports, France for 16.7%, and the United Kingdom for 9.0%. However, their combined share reached only 47.6% of total exports, with the remaining 52.4% distributed among numerous other trading partners.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Bulgaria in value, 2017-2020

Imports oral and dental hygiene preparations to Bulgaria

Imports in kind, K unit

In 2020, Bulgaria imported 18 176 thousand units of oral and dental hygiene preparations in physical terms, marking a moderate increase of 8.5% year-over-year. Over the period from 2017 to 2020, imports grew by 24.2%, with an average annual growth rate of 7.5%. The highest import volume was recorded in 2018 at 18 848 thousand units, which also saw the largest increase of 28.8%. In contrast, the largest decline occurred in 2019, with imports falling by 11.1%.

Annual dynamics of product's imports to Bulgaria in kind, 2017-2020, K unit

Between 2017 and 2020, Italy, Hungary, and Germany were the main sources of oral and dental hygiene preparations imported into Bulgaria in physical terms. Italy accounted for 29.3% of imports, Hungary for 20.8%, and Germany for 13.3%. Together, these three countries represented 63.5% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Bulgaria in kind, 2017-2020

Imports in value, K $ US

In 2020, Bulgaria imported oral and dental hygiene preparations worth 26 667 thousand US dollars, showing a moderate increase of 8.7% compared to the previous year. Over the period from 2017 to 2020, imports grew by 28.9%, with an average annual growth rate of 8.8%. The largest decline occurred in 2019, with a decrease of 0.7%, while the largest increase was recorded in 2018 at 19.4%.

Annual dynamics of product's imports to Bulgaria in value, 2017-2020, K $ US

From 2017 to 2020, Hungary, Italy, and Romania were the primary suppliers of oral and dental hygiene preparations to Bulgaria in value terms. Hungary accounted for 42.4% of imports, Italy for 15.0%, and Romania for 10.5%. Collectively, these three countries represented 67.9% of total imports.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Bulgaria in value, 2017-2020