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Country Report

Bulgaria Flag Confectionery in Bulgaria

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Despite growing health trends, the majority of Bulgarians like to indulge and chocolate confectionery is an affordable way to do so. The chocolate confectionery types are eaten all year around, both at home and at the office. Products in some categories, such as countlines, are even positioned in terms of product appeal and pack size as being sufficient to constitute a meal.

COMPETITIVE LANDSCAPE

  • The four leading companies Mondelez Bulgaria AD, Nestlé Bulgaria AD, Ferrero SpA and Pobeda AD collectively accounted for a 75% value share of the chocolate confectionery category in 2015. The undisputed leader among them is Mondelez with a 44% share, achieved with the Milka brand. Its strategy is to have a presence in various chocolate confectionery categories – bagged selflines/softlines, standard boxed assortments, countlines, seasonal chocolate and tablets. Milka has a very strong presence in all types of retail outlets, including traditional and modern grocery retailers. Strong advertising for Milka, including appearances on national TV channels, outdoor visibility and an internet presence has ensured the brand message reaches a wide target audience. In 2015, the company engaged in heavy below-the-line activities. In an effort to drive volume sales, it engaged in promotional games with prize draws and bundled packs.

PROSPECTS

  • The population of Bulgaria is expected to decline by 3% to seven million inhabitants in 2020. Thus volume growth in chocolate confectionery will be limited. In this situation, it is expected that manufacturers will try to induce consumers to buy more, and new product development and advertising will be the main tools to do this.

Gum

TRENDS

  • Gum has been impacted by negative demographic trends – the population in the country continues to decline and fell by 3% to 7 million over the review period. Additionally, the Bulgarian population is ageing – in 2015, the number of people aged 65 years and above was 100,000 more than at the beginning of the review period. This has had an impact on the consumption of gum, as this is a product consumed by the younger generation.

COMPETITIVE LANDSCAPE

  • Wrigley Bulgaria was the category leader in 2015 with an impressive 86% value share. Wrigley Bulgaria clearly has a monopolistic position in gum, despite the efforts of other companies such as Perfetti Van Melle Group and GlaxoSmithKline Plc to establish a foothold. Its sales and marketing activities with merchandising, distribution span and advertising spend set high barriers to the entry of new companies.

PROSPECTS

  • The efforts of Wrigley Bulgaria to promote gum as an indispensable part of oral hygiene care are expected to yield results in the forecast period. The negative category development started in the review period is expected to be reversed, and over 2015-2020 gum will register a 2% CAGR in volume terms and a marginally negative value CAGR at constant 2015 prices.

Sugar Confectionery

TRENDS

  • Sugar confectionery recorded a steep decline in 2015. This development came after the category’s growth rates started slowing down as a result of maturity. Sugar confectionery is viewed as old-fashioned and less desirable. Its products have been around for too long and most of them are sugarised – an undesirable characteristic for many consumers. New product development exists but occurs at a much slower rate as compared with other categories such as chocolate confectionery or gum. Equally, the rate of advertising in sugar confectionery is much lower than in developing categories such as chocolate confectionery. As a result, many consumers prefer to switch to products with indulgence characteristics such as chocolate confectionery or packaged pastries, which also serve well as snacks.

COMPETITIVE LANDSCAPE

  • Dogus Yiyecek ve Içecek Üretim San Tic AS was the category leader in sugar confectionery with a value share of 23% in 2015. This is a Turkish producer, which competes through a range of brands including Kent, Olips, Jelibon and Frutty. It entered the Bulgarian market relatively early and gained a good level of distribution through independent small grocers. The strength of Dogus Yiyecek lies in the wide span of its portfolio, which covers several categories: boiled sweets, mints, medicated confectionery, toffees, caramels and nougat, and pastilles, gums, jellies and chews. However, the company is facing increasing competition and will find it hard to sustain its position: it has lost 2% value share since 2013 as a result of competition from strong local and international companies Zaharni Zavodi AD and Haribo GmbH & Co KG. Both of these players are actively involved in strengthening their distribution through the modern grocery retailers channel and also engage in new product development and advertising.

PROSPECTS

  • Sugar confectionery is set to increase by a 2% volume CAGR over the forecast period, and increase slightly at constant 2015 prices. The better volume performance will stem from interest in new products launched in 2015 and continuing new product development over the forecast period. More producers are expected to follow the example of Zaharni and Haribo and launch products with natural ingredients, such as fruit juice, and ensure there is no additional sugar content.

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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 2010-2015
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2010-2015
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2010-2015
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2010-2015
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2011-2015
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2012-2015
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2010-2015
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2015-2020
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2015-2020
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Sugar Confectionery by Category: Volume 2010-2015
  • Table 14 Sales of Sugar Confectionery by Category: Value 2010-2015
  • Table 15 Sales of Sugar Confectionery by Category: % Volume Growth 2010-2015
  • Table 16 Sales of Sugar Confectionery by Category: % Value Growth 2010-2015
  • Table 17 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2010-2015
  • Table 18 NBO Company Shares of Sugar Confectionery: % Value 2011-2015
  • Table 19 LBN Brand Shares of Sugar Confectionery: % Value 2012-2015
  • Table 20 Distribution of Sugar Confectionery by Format: % Value 2010-2015
  • Table 21 Forecast Sales of Sugar Confectionery by Category: Volume 2015-2020
  • Table 22 Forecast Sales of Sugar Confectionery by Category: Value 2015-2020
  • Table 23 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
  • Table 24 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2015-2020

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Gum by Category: Volume 2010-2015
  • Table 26 Sales of Gum by Category: Value 2010-2015
  • Table 27 Sales of Gum by Category: % Volume Growth 2010-2015
  • Table 28 Sales of Gum by Category: % Value Growth 2010-2015
  • Table 29 Sales of Gum by Flavour: Rankings 2010-2015
  • Table 30 NBO Company Shares of Gum: % Value 2011-2015
  • Table 31 LBN Brand Shares of Gum: % Value 2012-2015
  • Table 32 Distribution of Gum by Format: % Value 2010-2015
  • Table 33 Forecast Sales of Gum by Category: Volume 2015-2020
  • Table 34 Forecast Sales of Gum by Category: Value 2015-2020
  • Table 35 Forecast Sales of Gum by Category: % Volume Growth 2015-2020
  • Table 36 Forecast Sales of Gum by Category: % Value Growth 2015-2020

Confectionery in Bulgaria - Company Profiles

Lidl Bulgaria EOOD & Co KD in Packaged Food (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Lidl Bulgaria EOOD & Co KD: Key Facts
  • Summary 2 Lidl Bulgaria EOOD & Co KD: Operational Indicators

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 3 Lidl Bulgaria EOOD & Co KD: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 4 Lidl Bulgaria EOOD & Co KD: Competitive Position 2015

Mondelez Bulgaria AD in Packaged Food (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Mondelez Bulgaria AD: Key Facts
  • Summary 6 Mondelez Bulgaria AD: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 7 Mondelez Bulgaria AD: Competitive Position 2015

Nestlé Bulgaria AD in Packaged Food (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Nestlé Bulgaria AD: Key Facts
  • Summary 9 Nestlé Bulgaria AD: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 10 Nestlé Bulgaria AD: Competitive Position 2015

Pobeda AD in Packaged Food (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Pobeda AD: Key Facts
  • Summary 12 Pobeda AD: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 13 Pobeda AD: Competitive Position 2015

Packaged Food in Bulgaria - Industry Context

EXECUTIVE SUMMARY

Growing consumer demand for better quality food and health benefits

New product launches drive growth

Artisanal’s retail value share remains strong in packaged food

Modern grocery retailers grow value shares

Positive value growth is expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Large retailers invest to improve their positions

Consumers increasingly demand products with health and wellness features

Growing competition for consumers among private label and branded players

Home-made production acts as a constant constraint on retail volume sales growth

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends: Sales to Foodservice

Trends: Consumer Foodservice

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 41 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 42 Sales of Packaged Food by Category: Value 2010-2015
  • Table 43 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 44 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 45 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 46 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 47 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 48 Penetration of Private Label by Category: % Value 2010-2015
  • Table 49 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 50 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 51 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 52 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 53 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 54 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

SOURCES

  • Summary 14 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • 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 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
  • Analysis by Flavour
  • Analysis by Type
  • Pricing
  • 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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