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Tea in Bulgaria

Publisher Euromonitor International
Published Dec 05, 2025
Length 22 Pages
SKU # EP20638790

Description

In 2025, tea in Bulgaria saw several notable trends. Local consumers became increasingly frustrated by rising prices, and this discontent was compounded by ongoing pressure on the costs of essential inputs, particularly commodities. Players in the category had to strike a difficult balance between profitability and customer satisfaction. Opportunities for premiumisation narrowed, as higher input costs made it harder to persuade consumers to pay more for premium products, despite their continued...

Euromonitor International's Tea 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 2020-2024, 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 or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, Other Tea.

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

Why buy this report??
* Get a detailed picture of the Tea 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.

Table of Contents

22 Pages
Tea in Bulgaria
Euromonitor International
December 2025
List Of Contents And Tables
TEA IN BULGARIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Positive performance for tea in 2025, despite competing consumption trends
INDUSTRY PERFORMANCE
Tea enjoys growth across all metrics in 2025
Health and wellness trend boosts consumption of green tea in Bulgaria
WHAT’S NEXT?
Category growth predicted as health and wellness trends gather pace
Functionality set to remain a key driver of innovation
Sustainability will go hand-in-hand with premiumisation
COMPETITIVE LANDSCAPE
Bioprograma strengthens its lead thanks to widespread distribution and strong marketing campaigns
Botanical vies for share by enhancing its portfolio and broadening distribution
CHANNELS
Supermarkets continues to lead distribution in 2025
E-commerce continues its upward trajectory
CATEGORY DATA
Table 1 Retail Sales of Tea by Category: Volume 2020-2025
Table 2 Retail Sales of Tea by Category: Value 2020-2025
Table 3 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 4 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 6 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 7 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 8 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
HOT DRINKS IN BULGARIA
EXECUTIVE SUMMARY
KEY DATA FINDINGS
KEY INDUSTRY TRENDS
INDUSTRY PERFORMANCE
High inflation dampens purchasing power, leading local consumers to seek discounts and promotions
Demand for novel flavours and varieties increases
Functionality and wellness trends continue to shape innovation
WHAT’S NEXT?
Prices expected to continue rising, driving promotions and discounting
Premiumisation trend will continue, despite general price-sensitivity
Wellness trend and increased awareness will intensify demand for low-sugar formulations
COMPETITIVE LANDSCAPE
Nestlé maintains its lead, despite fierce competition
Tchibo gains ground by focusing on multi-channel distribution
CHANNELS
Supermarkets leads distribution thanks to wide assortment of hot drinks
E-commerce benefits from demand for convenience, availability, and value for money
FOODSERVICE VS RETAIL SPLIT
MARKET DATA
Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 13 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 14 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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