Soft Drinks in Bulgaria

Soft Drinks in Bulgaria

 

Euromonitor International's Soft Drinks in Bulgaria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2014-2018), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Soft Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


Soft Drinks in Bulgaria
Euromonitor International
December 2019
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
Growth in soft drinks is driven from an increase in consumer spending, promotional activities and a healthy tourist industry
Soft drinks benefits from a rise in busy lifestyles and a growing outdoor culture
New product developments focus on convenient packaging and flavour
Soft drinks is set to perform well over the forecast, with health and wellness trends and premiumisation shaping the landscape 
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2014-2019
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2014-2019
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2015-2019
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2016-2019
Table 17 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 18 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 21 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2014-2019
Table 22 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2014-2019
Table 23 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 24 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 29 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 30 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 31 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 32 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 33 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 34 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
APPENDIX
Fountain sales in Bulgaria
Trends
SOURCES
Summary 1 Research Sources
PROSPECTS
HEADLINES
PROSPECTS
Convenience and the health and wellness trend boosts value sales of bottled water
As tap water quality is poor, low-income consumers purchase bottled water as necessity, whereas mid-high income consumers develop brand loyalty
On-the-go consumption sees a variety of sizes hitting shelves, including bottled water for children
COMPETITIVE LANDSCAPE
Devin AD saw strong growth in 2019, the result of responding to different consumers’ needs
Private label offerings increase as bottled water consumption grows
The popularity of spa tourism destinations boosts brand awareness of bottled water
CATEGORY DATA
Table 35 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 36 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 37 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 38 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 41 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 42 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 43 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 44 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 45 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 46 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
A growing appetite for healthier options will see an increasing number of consumers switch to low-calorie offerings
The rise of mixology is boosting sales of tonic water and other bitters 
Players turn to alternative packaging, with metal cans emerging as convenient, trendy and practical solutions 
COMPETITIVE LANDSCAPE
Coca-Cola HBC retains its leadership by aligning to consumers’ values and expands its brand into clothing and apparel 
PepsiCo boosts consumer awareness through its partnership with the UEFA Champions League, using football starts to promote its soft drinks 
Competition from other soft drinks causes concern for growth in carbonates 
CATEGORY DATA
Table 47 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 48 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 49 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 50 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 51 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 52 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 53 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 54 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 55 Total Sales of Carbonates by Fountain On-trade: Volume 2014-2019
Table 56 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2014-2019
Table 57 Leading Flavours for Non-cola Carbonates: % Volume 2014-2019
Table 58 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 59 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 60 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 61 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 62 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 63 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 64 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 65 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 66 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
Table 67 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024
HEADLINES
PROSPECTS
The growing health and wellness trend supports values sales of liquid concentrates
Sports powder concentrates that align themselves to the health and wellness trend, attract consumers attention 
Liquid concentrates benefits from the mixology trend and the rise of farmers markets
COMPETITIVE LANDSCAPE
Harmonica EOOD offers new flavour extensions of Harmonica Syrup, tapping into local taste preferences to gain a competitive edge
Amway Bulgaria is growing its presence in the landscape, offering sports drinks in powder concentrate formats
Kendy Bulgaria OOD remains the undisputed leader in powder concentrates, dominating the landscape
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 68 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 69 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 70 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 71 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 72 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2014-2019
Table 73 Leading Flavours for Off-trade Powder Concentrates: % Volume 2014-2019
Table 74 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 75 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 76 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 77 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 78 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 79 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 80 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 81 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 82 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 83 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 84 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 85 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
The popularity of energy drinks among younger consumers makes it the fastest-growing soft drink
Metal cans allow consumers to enjoy energy drinks on-the-go while being more aligned to consumers concerns about adverse health implications
Aligning to the health and wellness trend, reduced-sugar options fed into the substantial growth energy drinks saw in 2019
COMPETITIVE LANDSCAPE
Hell Energy Drink Bulgaria leads volume sales as it increases its availability
Private label offerings expand as established players focus on strong distribution networks
Energy drinks will become even more competitive, and players will need to respond to consumer trends and increase brand loyalty to stay relevant 
CATEGORY DATA
Table 86 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 87 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 88 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 89 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 90 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 91 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 92 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 93 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 94 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 95 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 96 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 97 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Not from concentrates 100% juice benefits from its alignment to the health and wellness trend, boosting overall growth for juice 
Smoothies shapes the landscape of juices, as players tap into the on-the-go trend
Value-added offerings and those with functional ingredients are an opportunity for growth, over the forecast period
COMPETITIVE LANDSCAPE
Coca-Cola HBC Bulgaria AD expands its range of juices with Cappy smoothies, for on-the-go consumption
Threat from RTD tea as juice loses sale in the on-trade, where RTD tea is seen as a suitable substitute
Bio and organic producers gain a competitive edge by boosting sales through farms and open markets, selling directly to consumers 
CATEGORY DATA
Table 98 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 99 Off-trade Sales of Juice by Category: Value 2014-2019
Table 100 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 101 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 102 Leading Flavours for Off-trade 100% Juice: % Volume 2014-2019
Table 103 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2014-2019
Table 104 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2014-2019
Table 105 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 106 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 107 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 108 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 109 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 110 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 111 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 112 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
The increasingly busy lifestyles of Bulgarians benefit value sales of RTD coffee, and forecast retailers emerge as important distribution channels 
Potential threats to the growth of RTD coffee including price and alternative energy-boosting drinks
Awareness in RTD coffee is currently low; however, globalisation trends will support growth over the forecast period
COMPETITIVE LANDSCAPE
Brand Distribution Bulgaria EOOD saw the fastest growth with Landessa Ice Coffee
Multinational players dominate the competitive landscape, and Costa Coffee and Starbucks increase the coffee culture in Bulgaria
Rauch leads RTD coffee, benefiting from its diverse distribution and well-established quality and taste
CATEGORY DATA
Table 113 Off-trade Sales of RTD Coffee: Volume 2014-2019
Table 114 Off-trade Sales of RTD Coffee: Value 2014-2019
Table 115 Off-trade Sales of RTD Coffee: % Volume Growth 2014-2019
Table 116 Off-trade Sales of RTD Coffee: % Value Growth 2014-2019
Table 117 NBO Company Shares of Off-trade RTD Coffee: % Volume 2015-2019
Table 118 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2016-2019
Table 119 NBO Company Shares of Off-trade RTD Coffee: % Value 2015-2019
Table 120 LBN Brand Shares of Off-trade RTD Coffee: % Value 2016-2019
Table 121 Forecast Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 122 Forecast Off-trade Sales of RTD Coffee: Value 2019-2024
Table 123 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 124 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Consumers reach for RTD tea as a popular alternative to carbonates, juice or coffee
Reduced sugar RTD tea is performing well, and players will increase their association with the health and wellness trend over the forecast period
Consumers explore RTD green tea options, interested in the health benefits green tea can provide
COMPETITIVE LANDSCAPE
Coca-Cola HBC Bulgaria leads with Fuze Tea, with a low-calorie, sugar-free formula popular with the younger generation
RTD tea becomes increasingly fragmented as a rise of premium players enter the competitive landscape
Forecourt retailers are an increasingly important distribution channel to boost sales and increase visibility of RTD tea
CATEGORY DATA
Table 125 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 126 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 127 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 128 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 129 Leading Flavours for Off-trade RTD Tea: % Volume 2014-2019
Table 130 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 131 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 132 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 133 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 134 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 135 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 136 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 137 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Growth increases as consumers are becoming increasingly aware of sports drinks, and the health benefits they provide
Younger consumers appreciate sports drinks for their health and wellness attributes
Petrol stations and retailers within gyms boost awareness and sales of sports drinks
COMPETITIVE LANDSCAPE
Coca-Cola HBC Bulgaria AD enters sports drinks, with two flavoured options of Powerade
New entries are expected across the forecast period; however sports drinks faces competition from energy drinks and fortified bottled water
Amperel Ltd promotes 4Move Isotonic Sports Drink in petrol stations and offers new flavoured varieties to consumers
CATEGORY DATA
Table 138 Off-trade Sales of Sports Drinks: Volume 2014-2019
Table 139 Off-trade Sales of Sports Drinks: Value 2014-2019
Table 140 Off-trade Sales of Sports Drinks: % Volume Growth 2014-2019
Table 141 Off-trade Sales of Sports Drinks: % Value Growth 2014-2019
Table 142 NBO Company Shares of Off-trade Sports Drinks: % Volume 2015-2019
Table 143 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2016-2019
Table 144 NBO Company Shares of Off-trade Sports Drinks: % Value 2015-2019
Table 145 LBN Brand Shares of Off-trade Sports Drinks: % Value 2016-2019
Table 146 Forecast Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 147 Forecast Off-trade Sales of Sports Drinks: Value 2019-2024
Table 148 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 149 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2019-2024

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