Hot Drinks in Bulgaria
Euromonitor International's Hot Drinks in Bulgaria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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 new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of duty paid retail volume and value sales, illicit trade volume, company and brand shares, pricing, distribution and production data
Tables: 66 | Publication date: Apr 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
Hot drinks continues to develop smoothly although segments exhibit very different performance patterns
Hot drinks continues its stable growth with volume growth level close to the CAGR levels from the review period. Within hot drinks, in 2008, coffee exhibited the highest volume growth levels but value growth was weaker as compared to the review period’s average as a result of the abolition of the excise duty on coffee. Tea developed with rates similar to those of the review period, while hot drinks managed to overturn the historic period’s negative growth into a slightly positive direction.
Macro environment favours coffee sector
Abolition of the excise duty for coffee was the most discussed event during 2008. It enabled the brand owners to maintain price competitiveness in the face of a high inflation rate and increasing international prices. Since coffee is the largest segment within hot drinks these changes were important for the market as a whole – tea and other hot drinks account for a marginal share of hot drinks.
Multinational companies expand shares, while weak entry of new companies is seen
The leading four companies Nestlé Bulgaria AD, Kraft Foods Bulgaria AD, Fort Koffiebranderij OOD and Deutsche Extrakt Kaffee GmbH continued to fortify their positions in hot drinks as a result of production, sales and marketing investments. The fact that they are all coffee companies stresses the importance of coffee within hot drinks. The leading tea company, Bioprogramma OOD, is ranked eighth with much a lower value share.
Off-trade sales drive volume sales
Seventy-three percent of all hot drinks are consumed at home. The off-trade is an important channel for sales of low- and mid-priced products, while products sold through the horeca channel are more expensive. The on-trade channel is important for sales of good quality coffee, tea and other hot drinks and for the sales of imported products.
Volume growth expected to slow down in forecast period, while value growth will be stronger
Hot drinks is expected to see slower volume growth as a result of the penetration already achieved in earlier years. Both coffee and tea are expected to have slower growth rates, while other hot drinks are expected to exhibit the opposite trend. Its positive growth is attributed to efforts of leading players such as Nestlé Bulgaria AD, Kraft Foods Bulgaria AD and Tymbark Bulgaria EOOD to promote their brands Nesquik, Milka Choco Drink and La Festa.
Table of contents
HOT DRINKS IN BULGARIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Hot drinks continues to develop smoothly although segments exhibit very different performance patterns
Macro environment favours coffee sector
Multinational companies expand shares, while weak entry of new companies is seen
Off-trade sales drive volume sales
Volume growth expected to slow down in forecast period, while value growth will be stronger
KEY TRENDS AND DEVELOPMENTS
Abolition of excise tax on coffee to have positive impact on sales
Chained coffee shops promote coffee-drinking culture
Specialist retailers lose share to supermarkets/hypermarkets
Niche and upmarket products step into Bulgaria
Producers to tailor product features according to changing demographics
MARKET INDICATORS
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 14 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BULGARIA
BALKAM AD - HOT DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Balkam AD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Balkam AD: Competitive Position 2008
BIOPROGRAMMA OOD - HOT DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bioprogramma OOD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Bioprogramma OOD: Competitive Position 2008
BIOSET OOD - HOT DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Bioset OOD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Bioset OOD: Competitive Position 2008
MERCURY AD - HOT DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mercury AD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Mercury P&P AD: Competitive Position 2008
COFFEE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Coffee Machine Sales: 2002-2007
Table 26 Instant Coffee by Speciality Type 2004-2008
Table 27 Retail Sales of Coffee by Type: Volume 2003-2008
Table 28 Retail Sales of Coffee by Type: Value 2003-2008
Table 29 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 30 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 31 Standard Vs Coffee Pods 2004-2008
Table 32 Coffee Company Shares 2004-2008
Table 33 Coffee Brand Shares 2005-2008
Table 34 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 35 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 36 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 39 Other Tea by Type: % Off-trade Volume 2005-2008
Table 40 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 41 Retail Sales of Tea by Subsector: Value 2003-2008
Table 42 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 43 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 44 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 45 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 46 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 47 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 49 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 50 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 51 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 52 Other Hot Drinks Company Shares 2004-2008
Table 53 Other Hot Drinks Brand Shares 2005-2008
Table 54 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 55 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 56 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013