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Country Report

Bulgaria Flag Beer in Bulgaria

| Pages: 39

Price: US$990

About this Report

Executive Summary

TRENDS

  • Meteorological conditions were the main factor to blame for beer’s suboptimal performance in 2014. The summer season was marked by low temperatures, frequent rain and floods, which affected the whole territory of the country. Although the three major beer producers in the country – Kamenitza, Zagorka and Carlsberg Bulgaria – try to prolong the beer drinking season into the winter, the seasonality of beer sales is still strong and the majority of beer sales are carried out in the warm summer months. Even the high-performing category of flavoured/mixed lager recorded a total volume sales decline of 8%, which was the result of unfavourable weather. The beer industry witnessed the development of new products and niche areas – eg craft beer and extensions of flavoured/mixed lager lines – but it did not have the power to offset the overall decline.

COMPETITIVE LANDSCAPE

  • The category of beer is dominated by three multinational companies (GBOs), Heineken NV, Carlsberg S/A and Molson Coors Brewing Co. Their combined volume share in 2014 through their daughter companies in Bulgaria was 90%. The top three companies representing these multinationals were Kamenitza, Zagorka and Carlsberg Bulgaria, and these were not challenged by the lower ranks and managed to increase their combined volume share by eight percentage points over the review period as a whole at the expense of local companies. These results were achieved due to continuing support of the main brands Kamenitza, Zagorka and Shumensko, as well as the launch of extensions – Kamenitza Fresh, Ariana Radler and Pirinsko Radler.

PROSPECTS

  • Beer is expected to become increasingly segmented over the forecast period. In order to sustain growth within the environment of a shrinking population, companies are geared up towards introducing novelties. Beer will no longer be seen only as a masculine type of drink but with extensions into flavoured/mixed lager, premium product and craft offerings; it will increasingly target female and the more-sophisticated drinkers.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in Bulgaria?
  • What are the major brands in Bulgaria?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Beer in Bulgaria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2014
  • Table 1 Number of Breweries 2009-2014

CATEGORY DATA

  • Table 2 Sales of Beer by Category: Total Volume 2009-2014
  • Table 3 Sales of Beer by Category: Total Value 2009-2014
  • Table 4 Sales of Beer by Category: % Total Volume Growth 2009-2014
  • Table 5 Sales of Beer by Category: % Total Value Growth 2009-2014
  • Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2009-2014
  • Table 7 Sales of Beer by Off-trade vs On-trade: Value 2009-2014
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 10 GBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 11 NBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2011-2014
  • Table 13 Production, Imports and Exports of Beer: Total Volume 2008-2013
  • Table 14 Imports of Beer by Country of Origin: Total Volume 2008-2013
  • Table 15 Imports of Beer by Country of Origin: Total Value 2008-2013
  • Table 16 Exports of Beer by Country of Destination: Total Volume 2008-2013
  • Table 17 Exports of Beer by Country of Destination: Total Value 2008-2013
  • Table 18 Forecast Sales of Beer by Category: Total Volume 2014-2019
  • Table 19 Forecast Sales of Beer by Category: Total Value 2014-2019
  • Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2014-2019
  • Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2014-2019

Beer in Bulgaria - Company Profiles

Kamenitza AD in Alcoholic Drinks (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Kamenitza AD: Key Facts
  • Summary 3 Kamenitza AD: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 4 Kamenitza AD: Competitive Position 2014

Alcoholic Drinks in Bulgaria - Industry Context

EXECUTIVE SUMMARY

Alcoholic drinks posts its first decline since the beginning of review period

Consumers start favouring drinks with lower alcohol content

Concentrated environment with the top five companies accounting for the majority share

Off-trade leading sales of alcoholic drinks, with independent small grocers responsible for the majority of sales

Brighter forecast for alcoholic drinks

KEY TRENDS AND DEVELOPMENTS

New product development remains key growth driver

Urbanisation modernises consumer preferences within alcoholic drinks

Alcoholic drinks retailing still orientated towards traditional trade

Alcoholic drinks is dominated by multinational companies

  • Summary 5 Key New Product Developments 2014

MARKET BACKGROUND

Legislation

  • Table 22 Number of On-trade Establishments by Type 2009-2014

TAXATION AND DUTY LEVIES

  • Table 23 Taxation and Duty Levies on Alcoholic Drinks 2014
  • Table 24 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2014
  • Table 25 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 26 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2014
  • Table 27 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 28 Selling Margin of a Typical Wine Brand in Retail Channel Which Does Not Use Wholesalers 2014
  • Table 29 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 30 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not Use Wholesalers 2014

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty-free

Cross-border/private imports

MARKET INDICATORS

  • Table 31 Retail Consumer Expenditure on Alcoholic Drinks 2009-2014

MARKET DATA

  • Table 32 Sales of Alcoholic Drinks by Category: Total Volume 2009-2014
  • Table 33 Sales of Alcoholic Drinks by Category: Total Value 2009-2014
  • Table 34 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2009-2014
  • Table 35 Sales of Alcoholic Drinks by Category: % Total Value Growth 2009-2014
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2014
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2014
  • Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2014
  • Table 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2014
  • Table 40 GBO Company Shares of Alcoholic Drinks: % Total Volume 2010-2014
  • Table 41 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2009-2014
  • Table 42 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2014
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: Total Value 2014-2019
  • Table 45 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
  • Table 46 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 6 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
    • Lager
      • Flavoured/Mixed Lager
      • Standard Lager
        • Premium Lager
          • Domestic Premium Lager
          • Imported Premium Lager
        • Mid-Priced Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
        • Economy Lager
          • Domestic Economy Lager
          • Imported Economy Lager
      • Lager by Origin
        • Domestic Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
        • Imported Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
    • Non/Low Alcohol Beer
    • Stout

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Ale By Type
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Pricing
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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