Shampoos market in Bulgaria

Earlier Report Observations

The Bulgarian shampoo market showed relative stability in the late 2010s, with market size edging down slightly to 16.0 million $ in 2019 amid strong competition and continuous new product launches by major companies. This trend shifted in 2020 when the COVID-19 pandemic increased focus on personal care as people spent more time at home, boosting demand and driving the market to 18.3 million $.

The pandemic's influence continued into 2021, sustaining higher demand for shampoos and other care products. Companies responded with innovations like personalized shampoos and sustainability programs. At the same time, the rapid growth of e-commerce significantly expanded online sales of shampoos, making them more accessible and contributing to further market growth, which reached 21.6 million $ in 2022.

Market expansion continued through 2023 and 2024, with the value rising to 24.7 million $ and then to 30.1 million $ in 2024, reflecting a strong upward trajectory without major new disruptive factors in these years.

Production shampoos in Bulgaria

In value, 2017-2020, K $ US

Bulgaria's shampoo production has increased for the second consecutive year. In 2020, output was valued at 10 151 thousand US dollars, showing virtually no change compared to 2019. Over the period from 2017 to 2020, production grew by 5.8%, with a compound annual growth rate of 1.9%. The lowest value was recorded in 2018 at 9 022 thousand US dollars, which also saw the largest decline of 6.0%. In contrast, 2019 experienced the largest increase of 12.1%.

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

Exports shampoos from Bulgaria

Exports in kind, t

In 2020, Bulgaria exported 3 666 tonnes of shampoo, remaining virtually unchanged from 2019. Between 2017 and 2020, exports increased by 9.1%, equating to an annualized growth rate of 2.9%. The lowest volume was recorded in 2018 at 3 340 tonnes, which also saw the largest decline of 0.7%. The highest volume was in 2019 at 3 673 tonnes, marking the largest increase of 10.0%.

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

Data from 2017 to 2020 show that Bulgaria's shampoo exports in kind were not heavily concentrated on a few key destinations. Ukraine accounted for 17.5% of exports, the United Kingdom for 9.5%, and Romania for 9.0%. Together, these three countries represented only 36.1% of total export flows.

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 shampoo export value has increased for the second consecutive year. In 2020, exports reached 9 858 thousand US dollars, marking a limited increase of 3.4% from 2019. Over the period from 2017 to 2020, exports grew by 19.6%, with a compound annual growth rate of 6.1%. The lowest value was recorded in 2018 at 7 784 thousand US dollars, which also saw the largest decline of 5.6%. In contrast, 2019 experienced the largest increase of 22.4%.

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

From 2017 to 2020, Greece, Ukraine, and Russia were among the largest buyers of Bulgarian shampoo in value terms, accounting for 13.2%, 13.0%, and 8.0% of exports, respectively. However, even combined, they represented just 34.2% of total export value, indicating a broadly diversified partner base.

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 to Bulgaria

Imports in kind, t

Bulgaria's shampoo import volume has increased for the second consecutive year. In 2020, imports amounted to 5 695 tonnes, corresponding to a robust improvement of 24.2% compared to 2019. Between 2017 and 2020, imports grew by 32%, equating to an annualized growth rate of 9.7%. The lowest volume was recorded in 2018 at 4 275 tonnes, which also saw the largest decline of 0.9%.

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

From 2017 to 2020, Germany, Romania, and Italy were the largest suppliers of shampoo to Bulgaria in kind, accounting for 21.0%, 15.8%, and 15.6% of imports, respectively. Together, they formed 52.4% of total import volume.

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 shampoo import value has increased for the second consecutive year. In 2020, Bulgaria imported 18 033 thousand US dollars worth of shampoo, up by 16.6% from 2019. Over the period from 2017 to 2020, imports increased by 16.5%, with a compound annual growth rate of 5.2%. The lowest value was recorded in 2018 at 15 134 thousand US dollars, which also saw the largest decline of 2.3%.

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

During 2017 to 2020, Bulgaria's shampoo imports in value terms were distributed across a large number of markets. Romania accounted for 21.9% of imports, Italy for 13.5%, and Germany for 13.0%. Together, these three countries represented only 48.4% of total import flows.

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

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