Marketing communications strategies will continue to play a crucial role in the mature analgesics category, with brand advertising used to target a wide and diverse audience, ranging from self-medicating young adults to representatives of the older generations. Many international players, such as Reckitt Benckiser Group Plc (RB) with its brand Nurofen and UPSA, Laboratories with its brand Upsarin rely heavily on traditional TV advertising to promote their products during prime-time spots.
Even though physical pharmacies are the most popular distribution channel for analgesics in Bulgaria, it is anticipated that e-commerce will gain popularity among Bulgarian consumers in both busy urban areas, as well as remote areas where there is a limited access to pharmacies. One of the main factors fuelling the rapid expansion of e-commerce in the country is the growing trust in online platforms, especially among younger audiences.
Given the maturity of analgesics and the low number of players operating in this category in Bulgaria, the barriers to entry are high for any potential newcomers. In systemic analgesics, particular limitations exist in relation to new formats and formulas.
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Understand the latest market trends and future growth opportunities for the Analgesics industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Analgesics industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Analgesics
Analgesics cover systemic and topical pain relievers. Products which include a pain-relief ingredient in addition to another core function are excluded (e.g. a sore throat remedy which includes paracetamol is excluded from the analgesics and instead is included in pharyngeal remedies).
See All of Our DefinitionsThis report originates from Passport, our Analgesics research and analysis database.
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