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Country Report

Bulgaria Flag Confectionery in Bulgaria

| Pages: 75

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • In 2013, chocolate confectionery was driven by both new product launches and price discounts. The value growth was 6%, which was stronger than the average growth of 4% recorded during the review period. As consumers regain their confidence after the slowdown of the economy between 2009 and 2012, they appreciate the indulgence side of chocolate confectionery and buy more.

COMPETITIVE LANDSCAPE

  • The leadership in chocolate confectionery in 2013 belongs to Mondelez Bulgaria. The company accounts for a 43% value share and is followed at a distance by the other multinational company in the category – Nestlé Bulgaria AD with a share of 22%. The impressive results of Kraft Foods Bulgaria are achieved on the back of a presence in virtually all chocolate confectionery sub-categories – bagged selflines, standard boxed assortments, countlines, seasonal chocolate and tablets. In 2013, the company expanded its presence within chocolate confectionery as it entered a category that it did not serve before – bagged selflines. The new brand in bagged selflines – Milka Crispello, is enjoying excellent distribution, in-store positioning and is advertised actively on national TV channels.

PROSPECTS

  • Prospects for chocolate confectionery look good and a comparable growth rate of 4% in constant value terms is expected for the coming five years. The demand for indulgence types of products is expected to fuel volume demand which is predicted to rise from a CAGR of 2% during the review period to one of 4% during the forecast period.

Gum

TRENDS

  • In 2013, gum continued to perform positively, both in volume and value and increased by 3% and 4% in current terms. This fared well, compared to the performance over the review period, when CAGRs of 1% in both volume and constant value terms, were recorded. There were different factors that contributed to this increase. First of all, gum is a relatively cheap product, and its purchase does not place a burden on anyone’s budget. Also, gum is strategically placed as close as possible to the cash tills in shops and customers in the queue often grab a pack while waiting to pay their bills.

COMPETITIVE LANDSCAPE

  • Wrigley Bulgaria EOOD is the unequivocal leader with an 88% value share in 2013. The development of the gum category in Bulgaria is linked to new product development and positioning strategies of Wrigley and to a lesser extent, of Perfetti van Melle. Wrigley is the pioneer in terms of launching new product formats, educating the consumers on the health benefits of gum consumption and below-the-line activities which include offering the new product variants at the cash tills by the cashiers themselves. As a result of the proactive sales and marketing approach of Wrigley, its products are offered by virtually each shop in Bulgaria.

PROSPECTS

  • Gum is expected to experience increasing growth in value terms, recording a CAGR of 2% in constant terms over the forecast period. The volume growth rate will also recover from the slight negative growth seen in the review period and will rise to 4% in the coming five years. New product launches are expected to stand behind the positive forecast and justify the value increase. Because of the negative demographic trends, which predict a population decrease by 336,000 between 2013 and 2018, gum producers will have to demonstrate a strong strategic approach towards developing the market further. One viable approach is to continue communicating gum as a method of maintaining the dental hygiene while away from home. The other approach would be to ride on the health trend and position gum as a tasty and calorie-free substitute to chocolate and sugar confectionery.

Sugar Confectionery

TRENDS

  • The growth of sugar confectionery in 2013 was just 1% in volume and 2% in value – as a result, the category posted the lowest increase among all confectionery. For comparison – the confectionery growth in 2013 was 5% in value and 3% in volume. The reason for the sub-optimal performance was the fact that sugar confectionery is one of the oldest categories within confectionery, products have been on the market for a while and there has been very little new product development activity. Sugar confectionery products encompass brands such as Lukcheta, Violetki and Krac-Krac boiled sweets, Haribo and the mint-flavoured Mentina jellies. They are well known brands but they do not have the appeal of novelty or functionality the modern consumers seek.

COMPETITIVE LANDSCAPE

  • Dogus Yiyecek ve Içecek Üretim San Tic AS is the leading producer of sugar confectionery and in 2013 commanded a value share of 25%. The popularity of its Jelibon, Kent, Frutty and Olips brands contributed to the high share and number one ranking as they have presence in boiled sweets, mints, medicated confectionery, toffees, caramels and nougat and pastilles, gums jellies and chews. The company is an early entrant on the sugar confectionery market in Bulgaria and as such, managed to build strong distribution in various types of stores – supermarkets, hypermarkets, independent small grocers, food and drinks stores, etc. The reasonable price for its products – one package costs less than BGN1.00 also contributed to its unfailing popularity. The company does not advertise its products through large scale ATL campaigns but this is also the norm of most companies within sugar confectionery.

PROSPECTS

  • Sugar confectionery is predicted to see a 2% volume CAGR and stagnant value development over the forecast period. The better volume perspective during the forecast period is expected to come as the market normalised after the drop recorded at the beginning of the economic crisis, between 2009-2011. Despite more favourable volume projections, sugar confectionery is expected to be the slowest developing of all confectionery segments, and its growth will be significantly lower than chocolate confectionery’s 4% volume CAGR.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery 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 Confectionery industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery 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 shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Bulgaria?
  • What are the major brands in Bulgaria?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

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 Packaged Food market research database.

Table of Contents

Confectionery in Bulgaria - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2008-2013
  • Table 14 Sales of Gum by Category: Value 2008-2013
  • Table 15 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 17 Sales of Gum by Flavour: Rankings 2008-2013
  • Table 18 NBO Company Shares of Gum: % Value 2009-2013
  • Table 19 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 20 Distribution of Gum by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 22 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2013-2018

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 26 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
  • Summary 1 Other Sugar Confectionery: Product Types

Confectionery in Bulgaria - Company Profiles

Pobeda AD in Packaged Food (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

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

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Packaged Food in Bulgaria - Industry Context

EXECUTIVE SUMMARY

Growth recovery after years of negative development

Growth in traditional categories and new product development

Artisanal products and multinational companies remain the top players

The share between the modern and the traditional trade is reversing

The value-oriented consumer purchasing behaviour expected to remain important

KEY TRENDS AND DEVELOPMENTS

New product launches bring greater diversity to packaged food

Importance of modern retailing as a distribution channel increases

Insecure political situation with lower incomes are a challenge to groceries consumption

Large and stable companies devour the small players' shares

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends –foodservice

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 52 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 72 Sales of Packaged Food by Category: Value 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 75 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 78 Penetration of Private Label by Category: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 4 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

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
  • Pricing
  • Analysis by Flavour
  • Analysis by Type
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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