Perfumes and toilet waters market in Bulgaria

Earlier Report Observations

Between 2018 and 2020, the Bulgarian perfume market's development was influenced by evolving local industry capabilities and a major external shock. The period started with Bulgarian companies focusing on creating contemporary fragrances competitive on the international level, emphasizing natural ingredients and recycled packaging. This foundation was challenged in 2020 when the COVID-19 pandemic led to a decline in sales due to restrictions and shifts in consumer behavior, prompting a move towards more conscious shopping and accelerating interest in sustainable products.

The post-pandemic years of 2021 and 2022 saw a robust market recovery and transformation. New social habits and increased time spent at home fueled creative market adaptations and a surge in demand for personal care. The market expanded with the introduction of new segments like niche perfumes featuring marine and floral notes, catering to a growing consumer preference for natural and sustainable ingredients. Although 2022 saw some pressure from store closures and raw material shortages, heightened consumer interest in personal grooming, particularly among younger demographics, supported continued market growth.

From 2023 to 2024, market expansion was driven by fragrance innovation and segmentation. The growing popularity of unisex compositions and oriental fougère aromas blurred traditional gender lines in scents, while the focus on natural accords like earthy and marine notes persisted. The launch of entirely new categories, such as marshmallow perfumes and fragrant deodorants, along with industry awards and events that stimulated innovation, contributed to the market reaching a volume of over 1 million liters by 2024.

Production perfumes and toilet waters in Bulgaria

In value, 2017-2020, K $ US

Bulgaria's perfume and toilet water production has grown for the third year in a row. In 2020, output reached 9 519 thousand US dollars, marking a modest 5.3% increase from the previous year. From 2017 to 2020, production rose by 32.6%, with an average annual growth rate of 9.9%.

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

In kind, 2017-2020, K l

Bulgaria's perfume and toilet water production volume has declined for the second consecutive year. In 2020, the country produced 221.1 thousand liters, showing a slight decrease of 5.1% compared to 2019. Over the period from 2017 to 2020, production fell by 31.1%, with an average annual decline of 11.7%.

Annual dynamics of production in Bulgaria in kind, 2017-2020, K l

Exports perfumes and toilet waters from Bulgaria

Exports in kind, K l

Bulgaria's exports of perfumes and toilet waters have increased for the second year in a row. In 2020, exports stood at 251.5 thousand liters, up 9.7% from 2019. Between 2017 and 2020, exports grew by 7.4%, averaging 2.4% per year. The lowest volume was recorded in 2018 at 200.1 thousand liters, with the largest decline of 14.5% occurring that same year. In contrast, 2019 saw the biggest increase of 14.6%.

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

From 2017 to 2020, Bulgaria's perfume and toilet water exports were not dominated by any single market. Poland accounted for 22.2% of exports in volume, Germany for 16.3%, and the Netherlands for 6.6%, together making up 45.1% of total exports. The remaining share was distributed among numerous smaller partners, each with modest individual contributions.

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 perfume and toilet water exports have risen for the third consecutive year. In 2020, exports totaled 38 886 thousand US dollars, a significant 32.0% increase from 2019. Between 2017 and 2020, exports grew by 40.2%, with an average annual rate of 11.9%.

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

The value structure of Bulgaria's perfume and toilet water exports from 2017 to 2020 was diversified. Germany held 34.3% of export value, Poland 8.0%, and Italy 6.8%, together accounting for 49.1% of total flows. No single country held a clearly dominant position in this period.

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

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

Imports perfumes and toilet waters to Bulgaria

Imports in kind, K l

Bulgaria imported 437.5 thousand liters of perfumes and toilet waters in 2020, a limited decline of 8.2% year-on-year. From 2017 to 2020, imports decreased by 6.4%, averaging a 2.2% annual drop. The lowest volume was in 2018 at 405.6 thousand liters, with the largest decline of 13.3% that year. In 2019, imports peaked at 476.7 thousand liters, marking the biggest increase of 17.5%.

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

Between 2017 and 2020, Bulgaria's perfume and toilet water imports in volume were spread across a broad range of markets. Romania accounted for 27.4% of imports, the Netherlands for 7.9%, and Spain for 7.9%, together making up 43.2% of total flows. The rest came from various other partners.

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

Bulgaria's perfume and toilet water imports have increased for the third year in a row. In 2020, imports reached 66 817 thousand US dollars, a gradual rise of 8.2% from 2019. Over the period from 2017 to 2020, imports grew by 34.2%, with an average annual growth rate of 10.3%.

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

From 2017 to 2020, Bulgaria's perfume and toilet water import landscape in value terms was wide-ranging. The Netherlands accounted for 14.9% of import value, Czechia for 13.8%, and Romania for 12.2%, together forming 40.9% of total flows. The remaining 59.1% was supplied by many other countries.

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

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