Shampoos, hair sprays and waving or straightening preparations market in Bulgaria

Earlier Report Observations

The market for shampoos, hair sprays, and waving or straightening preparations in Bulgaria showed consistent growth in import volumes from 2018 to 2024, reflecting increased consumer demand. The COVID-19 pandemic in 2020 notably shifted habits toward personal care and hair maintenance products, supporting higher imports. Concurrently, local manufacturers faced pressure from large retail chains, which encouraged them to focus on export markets, leading to a rise in overseas sales.

Between 2022 and 2024, the total market size expanded from 22.9 million US dollars to 32.9 million US dollars, while production increased from 11.1 million to 13.7 million US dollars. Regulatory updates, such as the EU Implementation Decision 2022/677 in March 2022, introduced new labeling requirements for cosmetic ingredients, aligning the market with international standards. Despite these changes, the sector remained competitive, with growing interest in natural and functional hair care products.

Consumer preferences continued to evolve, with a sustained focus on variety, sulfate-free formulas, and products tailored to different hair types. The absence of major new production facilities or significant legislative shifts in recent years did not hinder the market's upward trajectory, as both domestic and international companies maintained a strong presence.

Production shampoos, hair sprays and waving or straightening preparations in Bulgaria

According to Faostat, there is no production of shampoos, hair sprays and waving or straightening preparations in Bulgaria.

Exports shampoos, hair sprays and waving or straightening preparations from Bulgaria

Exports in kind, t

After two years of growth, Bulgaria's exports of shampoos, hair sprays, and waving or straightening preparations declined. In 2020, Bulgaria exported 3,758 tonnes of these products, which was 2.4% lower than the previous year. Exports peaked in 2019 at 3,849 tonnes, with the largest annual increase of 9.2% recorded that year. Over the period from 2017 to 2020, exports grew by 8.9%, averaging a 2.9% annual rate.

Annual dynamics of product's exports from Bulgaria in kind, 2017-2020, t

From 2017 to 2020, Bulgaria's exports of shampoos, hair sprays, and waving or straightening preparations in kind were distributed across many countries. The top three destinations—Ukraine (17.0% of exports in kind), the United Kingdom (9.2%), and Romania (8.8%)—together accounted for 34.9% of total exports.

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 shampoos, hair sprays, and waving or straightening preparations in value terms increased for the second consecutive year. In 2020, export value totaled 10,237 thousand US dollars, up 0.8% from the previous year. The lowest value was recorded in 2018 at 8,442 thousand US dollars, with the largest annual decline of 1.8% that year. Exports saw the largest annual increase of 20.2% in 2019. Overall, from 2017 to 2020, exports grew by 19.1%, averaging a 6.0% annual rate.

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

From 2017 to 2020, Bulgaria's exports of shampoos, hair sprays, and waving or straightening preparations in value terms were spread across many countries. The top three markets—Greece (12.7% of exports in value terms), Ukraine (12.4%), and Serbia (8.4%)—jointly represented 33.4% of total export value.

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

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

Imports shampoos, hair sprays and waving or straightening preparations to Bulgaria

Imports in kind, t

Bulgaria's imports of shampoos, hair sprays, and waving or straightening preparations in kind increased for the third consecutive year. In 2020, imports reached 5,939 tonnes, reflecting a strong year-on-year rise of 16.8%. Over the period from 2017 to 2020, imports grew by 25.4%, with a compound annual growth rate of 7.8%.

Annual dynamics of product's imports to Bulgaria in kind, 2017-2020, t

From 2017 to 2020, Germany (21.9% of imports in kind), Italy (16.8%), and Romania (14.7%) remained the main suppliers of shampoos, hair sprays, and waving or straightening preparations to Bulgaria. Together, they accounted for 53.4% of total imports in kind.

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 imports of shampoos, hair sprays, and waving or straightening preparations in value terms increased for the second consecutive year. In 2020, imports amounted to 19,057 thousand US dollars, marking a notable advance of 10.6% compared to 2019. The lowest value was recorded in 2018 at 16,931 thousand US dollars, with the largest annual decline of 1.6% that year. Overall, from 2017 to 2020, imports grew by 10.8%, averaging a 3.5% annual rate.

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

The structure of Bulgaria's imports in value terms from 2017 to 2020 indicates a diversified set of partners. The top three suppliers—Romania (20.3% of imports in value terms), Germany (14.8%), and Italy (14.6%)—jointly accounted for 49.7% of total import value, while the remaining 50.3% was distributed among numerous smaller markets.

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

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