Soft Drinks in Bulgaria
Euromonitor International's Soft 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.
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Tables: 161 | Publication date: Apr 2009
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Executive summary
Excellent growth levels seen for soft drinks, with mixed performance within the category
In 2008 soft drinks maintained the strong volume growth that characterised the review period. The 2008 volume development was only marginally lower than the review period’s CAGR. The constant value increase in 2008 was also strong and comparable to what was recorded during the previous five years. However, within soft drinks not all categories preformed equally well: whilst the most mature sector of carbonates demonstrated the lowest volume growth, bottled water compensated for it. Fruit/vegetable juice, functional drinks and RTD tea also performed extremely well, whilst concentrates continued to slip into decline as a result of liquid concentrates’ declining popularity. In 2008 RTD coffee finally emerged out of obscurity as a result of Nestlé Bulgaria AD’s decision to diversify in soft drinks.
Healthy and modern products continue to win loyal consumer base
The market developed as a result of greater demand for calorie free, healthy and modern products. Whilst Bulgarian soft drinks market is not yet strongly oriented towards the functional and value-added features of products, these trends are now stepping into the market. Leading brand owners within bottled water, fruit/vegetable juice, functional drinks and RTD tea are responsible for the increasing popularity of those concepts. Advertising for brands such as Bankia, Devin, Cappy, Nestea, Florina, Red Bull and Nescafé Xpress, to name a few, were not only to their advantage but also encouraged development of the market for modern and value-added products overall.
Concentration strengthens positions of multinational companies
Both multinational and local companies occupy the leading 10 positions. Unsurprisingly Coca-Cola HBC AD commands the largest value share of soft drinks. The acquisition of Devin AD and Bottling Co Mineral Water Bankia Ltd earlier in the review period contributed to the expansion of the multinationals in Bulgaria. There have also been company exits within the industry, mostly involving local companies with regional distribution, the number of which was more than halved since the beginning of the review period.
Volume sales dominated by off-trade, on-trade generates value
Most soft drinks are consumed at home. In 2008 the off-trade channel accounted for nearly 72% of volume sales. On the other hand, the off-trade channel generated only 44% of the market value. The only exception within this split is energy drinks, which finds its most loyal consumers in on-trade outlets. The good value generation potential of the on-trade channel is targeted by brand owners who have developed separate packaging and branded items to suit that channel’s needs.
Slower volume growth expected in forecast period, but constant value will be higher
Volume growth of soft drinks is expected to slow down in the forecast period. The main segments, which were responsible for the excellent results in the review period – bottled water, fruit/vegetable juice, RTD tea and functional drinks – are expected to continue to develop, albeit at a slower pace. Constant value growth of both the on- and off-trade channels, however, is expected to be slightly higher. As bottled water, fruit/vegetable juice, RTD tea and functional drinks penetrate the market, the slower volume growth opportunities will prompt brand owners to be more focused on launching innovative products and actively promoting their brands.
Table of contents
SOFT DRINKS IN BULGARIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Excellent growth levels seen for soft drinks, with mixed performance within the category
Healthy and modern products continue to win loyal consumer base
Concentration strengthens positions of multinational companies
Volume sales dominated by off-trade, on-trade generates value
Slower volume growth expected in forecast period, but constant value will be higher
KEY TRENDS AND DEVELOPMENTS
Soft drinks production to become more concentrated
Soft drinks companies continue to be attractive to investors
Producers differentiate their on- and off-trade lines
Packaging trends
Modern retail trade takes share from traditional channels
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BULGARIA
BOVIS AD - SOFT DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Lines Holding: Key Facts
Summary 3 Lines Holding: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Lines Holding: Competitive Position 2008
DEVIN AD - SOFT DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Devin AD: Key Facts
Summary 6 Devin AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Devin AD: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Devin AD: Competitive Position 2008
FLORINA BULGARIA AD - SOFT DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Florina Bulgaria AD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Florina Bulgaria AD: Competitive Position 2008
NOVA TRADE OOD - SOFT DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Nova Trade OOD: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 12 Nova Trade OOD: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Nova Trade OOD: Competitive Position 2008
CARBONATES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Low Calorie Carbonates by Subsector
Table 41 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 42 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 43 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 44 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 45 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 47 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 49 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 50 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 51 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 52 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 61 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 62 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 63 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 64 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): % Volume Breakdown 2003-2008
Table 65 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 66 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 69 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 70 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 75 Sales of Bottled Water to Institutional Channel 2003-2008
Table 76 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 77 Off-trade Sales of Bottled Water: Value 2003-2008
Table 78 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 79 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 80 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 81 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 82 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 83 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 84 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 85 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 86 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 87 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 92 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 93 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 94 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 95 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 96 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 97 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 98 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 99 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 100 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 101 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 102 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 103 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 104 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
Table 105 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 106 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 107 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 108 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 109 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 110 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 111 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 112 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 113 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 114 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 115 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 116 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 117 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 118 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 119 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 120 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 121 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
Table 122 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 123 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 124 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 125 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 126 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 127 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 128 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 129 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 130 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 131 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 132 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 133 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 134 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 135 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 136 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 137 Off-trade Sales of RTD Coffee: Volume 2004-2008
Table 138 Off-trade Sales of RTD Coffee: Value 2004-2008
Table 139 Off-trade Sales of RTD Coffee: % Volume Growth 2004-2008
Table 140 Off-trade Sales of RTD Coffee: % Value Growth 2004-2008
Table 141 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 142 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 143 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 144 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 145 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 146 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 147 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 148 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013