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Bulgaria Beer and Cider Market Insights 2017

  • Executive Summary
    • Bulgaria recorded growth in both beer and cider, as improving economic conditions and increased tourism drive the market
  • Market Context
    • Growing confidence in the market
    • Slight slowdown expected in ACB
      • Table Bulgaria All Commercial Beverage Market (Th Hectoliters), 2000-2017F
    • Performance of All Commercial Beverages market in 2016, ranked by volume
  • Emerging Trends
    • Beer reigns supreme in Bulgaria, but cider is showing signs of catching up to the remaining competition
      • Table Alcoholic Beverages Consumption Volume & Growth by Category, 2015-16
    • Beer still leads despite the strength of spirits
      • Table Alcoholic Beverages Litres of Pure Alcohol (LPA) Volume & Growth by Category, 2015-16
    • Both beer and cider was dominated by three major brewers, while craft beer began to see some elements of growth
    • Discount and mainstream beer showed promising growth, while superpremium received a healthy boost
    • Lager still maintained dominance but dark beer and beer mixes recorded doubledigit growth in a rare positive performance
    • Regular strength lager holds the vast majority of the market, with consumers feeling no desire for low alcohol beer
    • Domestic beers continued to be highly popular amongst consumers, with international brands still growing in stature
    • Bulgaria's conservative beer market meant that regular flavor was the primary flavor profile, although lemon showed signs of recovery thanks to radlers
    • Cider showed promising growth once again as the category goes from strength to strength
    • As the category continued to grow at a gradual rate, flavor options were limited to solely apple, the core flavor of cider
  • Brands and Private Label
    • Discount beers led the way with 8% growth as the category provides great value to consumers, boosted by improving economic conditions
    • Lager dominates the market as a traditional Bulgarian consumer base leaves little room for emerging categories
    • The vast majority of beer volume in Bulgaria is regular strength owing to a conservative consumer base, as low alcohol struggles to gain significance
    • The strength of Bulgaria's domestic beer production shone through in 2016, while international brands returned to growth thanks to increased tourism
    • The conservative mindset of the Bulgarian consumer meant that regular strength lager was the most popular beer combination, with discount beer providing value
    • Beer Private Label Penetration
    • All cider in Bulgaria was classified under the mainstream price segment as the category continues its slow growth
    • Apple cider was the only available type in Bulgaria, as producers are still slowly introducing cider to consumers
    • Regular strength cider accounted for the entirety of Bulgaria's volumes owing to the lack of variety on offer
    • Cider had little variation in the market as international producers provide a strict set of brands to slowly introduce to the market
    • Cider Private Label Penetration
  • Market Share by Brewer
    • Domestic brewers, led by Kamenitza and Brewinvest dominated the beer market in Bulgaria thanks to a loyal consumers base
    • Carlsberg Bulgaria had a strong showing from its varied portfolio, while Boliarka and Britos experienced contrasting performances
    • Kamenitza and Brewinvest maintained their strong showing in cider thanks to their established distribution network across Bulgaria
    • Strongbow's brand image in cider helped drive Brewinvest in the category
  • Packaging Trends
    • Consumers sought out value for money on the most part, driving strong growth in PET, while those seeking premium gave a boost to glass
    • Trends in Bulgaria began to shift in packaging, with metal cans losing out and smaller size pack types beginning to appeal to consumers
    • As the category continued to find its feet in Bulgaria, only glass options were available, adding to the premium feel of cider
  • Channel and Pricing Trends
    • The nature of Bulgarian consumers meant that off-premise generated the majority of beer volumes, as a value mindset still reigned
    • Beer Price Segment by Volume
    • Off-premise price wars in a bid to attract consumers, while EDA held firm in the growing economic strength
    • Traditional retail led the way in terms of volume share, highlighting the conservative nature of Bulgarian consumers
    • Off-premise was key for cider distribution, while its sole mainstream price segment boosted value
    • Cider Price Segment by Volume
    • Off-premise provided the greatest opportunity for volume as wary consumers were still wary to try cider in on-premise, although tourism boosted volumes in both
  • Marketing and Innovation
    • Marketing campaigns in Bulgaria were heavily focused on sport and music, with football providing opportunity to push large beer brands such as Heineken
  • Outlook
    • Warmer summers are drawing attention to Bulgaria as a prime tourist destination, driving seasonal growth for both beer and cider
    • The key winners and losers for alcoholic drinks in 2017 are predicted to be...
  • Appendices:
  • Methodology
    • Research Methodology
  • Product Definitions
    • Packaging Definitions
    • Channel Definitions

Bulgaria Beer and Cider Market Insights 2017

Summary

GlobalData’s Bulgaria Beer and Cider Market Insights 2017 report provides a complete overview of the Bulgaria beer and cider industry structure offering a comprehensive insight into historical background trends, 2016 performance and 2017 outlook.

Scope

Covering total market (on and off-premise) the report details -

  • 2011-2016 actual detailed beer consumption volume data by segment, brand, brewer, packaging and distribution (on-/off-premise), with 2017 forecasts.
  • Value by distribution channel 2011-2016, with 2017 forecasts.
  • Overview of the competitive landscape in the beer and cider market, with analysis of key company performance.
  • Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer and cider market.
Reasons to buy
  • Gain an in-depth understanding of the dynamics and structure of the Bulgaria beer and cider industry, from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning.
  • Evaluate the current emerging trends and future growth opportunities in the Bulgaria beer and cider market to support your brand development and marketing initiatives.
  • Understand volume vs. value trends and identify the key growth opportunities across the super-premium, premium, mainstream and discount segments to best target profitability.
  • Analyze domestic and imported beer brand performance and determine the key trends driving consumption preference to develop a competitive advantage.
  • Interrogate the unique granularity of our data to analyze the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company.


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