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Country Report

Bulgaria Flag Confectionery in Bulgaria

| Pages: 85

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • In 2014, chocolate confectionery is driven by new product launches, volume and price discounts. The category is set to record 5% current value growth, higher than the current CAGR of 4% over the review period. Consumers want to indulge or use chocolate confectionery products as a way of satisfying hunger. Expected growth in 2014 is higher than the average for the review period as the signs of the financial crisis fade and more Bulgarians are inclined to make more purchases and treat themselves to better-quality products.

COMPETITIVE LANDSCAPE

  • The clear leader in chocolate confectionery in 2014 is Mondelez Bulgaria, which is set to account for a 41% value share. The winning strategy of Mondelez Bulgaria includes being present in virtually all categories of chocolate confectionery, including bagged selflines, standard boxed assortments, countlines, seasonal chocolate and tablets. Its strongest position is in tablets, and in 2014, it continued to provide marketing and advertising support to fortify its position after its entry into bagged selflines in 2013.

PROSPECTS

  • Chocolate confectionery is expected to grow at a CAGR of 3% at constant 2014 prices over the forecast period. Volume sales are expected to grow at a CAGR of 4% over the forecast period, almost twice the growth rate registered over the review period. Demand for indulgence types of products is expected to fuel volume growth, while the trend towards offering extra quantities and price discounts that started in countlines is expected to spread over the whole of chocolate confectionery and limit value growth in comparison with volume growth. The penetration of private label lines, most notably of Lidl Bulgaria EOOD & Co and Kaufland Bulgaria, will bring additional price pressures over the forecast period. In short, consumers are expected to make more purchases at lower price points.

Gum

TRENDS

  • Gum is unlike all other areas of packaged food: despite these products not being necessities, the category is set to continue to grow at a healthy rate in 2014. In addition, in contrast to many fragmented and competitive categories, gum is a monopolistic area where Wrigley Bulgaria accounts for almost all sales and is responsible for driving category growth.

COMPETITIVE LANDSCAPE

  • Wrigley Bulgaria is set to lead in 2014 with an 88% value share. It is the only company within the top four that is expected to increase its value share, while the remaining companies, Perfetti Van Melle Group, GlaxoSmithKline and Dogus Yiyecek ve Içecek Üretim San Tic, are expected to record worsening positions. Wrigley Bulgaria is very focused on maintaining its dominant position, and its sales and marketing actions preclude new company entry or the expansion of existing players. There have been attempts by local and international companies, such as Kodent, Kent Gida San ve Tic and Cadbury, to establish a presence in gum, but to no avail, as they have to compete in terms of the merchandising, distribution span and marketing spending of Wrigley Bulgaria.

PROSPECTS

  • Gum is expected to record total volume growth at a CAGR of 4% over the forecast period, which is higher than that registered over the review period. Value growth will be lower with sales set to grow at a CAGR of 2% at constant 2014 prices, as a result of the expected positive development of private label lines. The positioning of gum as a product to maintain healthy teeth and gums is expected to act in its favour. While the population is expected to decline by 242,000 between 2014 and 2019, more people are expected to choose gum as a tasty way to maintain oral hygiene. Bulgarians chew a lot of gum and this is not only a habit of the younger generation. In 2019, per capita consumption of gum is expected to reach 128g per person, which means that on average, 10 packs of gum will be consumed per person per year.

Sugar Confectionery

TRENDS

  • Sugar confectionery continues to perform with a low growth rate and in 2014 is set to grow by 1% in volume and current value terms. The expected performance is comparable to that registered over the review period, when volume sales grew at a CAGR of 1% and value sales at a current CAGR of 2%. While producers’ lines offer a wide variety and products enjoy good distribution, there is a threat from either more-modern products or those with indulgence characteristics. For example, chocolate confectionery has indulgence characteristics (tablets, standard boxed assortments) and hunger-satisfying properties (countlines). In addition, gum is viewed as a dental hygiene product, thanks to the efforts of Wrigley Bulgaria. Sugar confectionery products are seen to be goods that appeal to the older generation and are perceived to be high in sugar. As a result, consumers prefer to indulge in countlines or tablets, instead of buying sugar confectionery.

COMPETITIVE LANDSCAPE

  • Dogus Yiyecek ve Içecek Üretim San Tic is the leading producer of sugar confectionery in Bulgaria and in 2014 is set to record a value share of 24%. The Turkish producer competed with several brands, including Jelibon, Kent, Frutty and Olips, and covers different categories within sugar confectionery, namely boiled sweets, mints, medicated confectionery, toffees, caramels and nougat, and pastilles, gums jellies and chews. The company still benefits from its early entry into sugar confectionery and distributes its products mainly through independent food stores; however, its position within modern retailing is not as strong and the company is expected to register a decline in its value share of one percentage point in 2014. Another reason for the expected slowdown in sales is that the company did not engage as actively in new product development as Zaharni Zavodi, nor did it advertise its range to the same extent as Haribo GmbH & Co KG did.

PROSPECTS

  • Sugar confectionery is expected to grow at a CAGR of 2% in volume terms over the forecast period, with a stagnant performance at constant 2014 prices. The better expected volume performance is seen to stem as a result of interest in new products launched in 2014 and continuing new product development over the forecast period. More producers are expected to follow in the steps of Zaharni Zavodi and Haribo GmbH & Co and launch products with natural ingredients, such as fruit juice and pectin.

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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 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 Sales of Gum by Flavour: Rankings 2009-2014
  • Table 18 NBO Company Shares of Gum: % Value 2010-2014
  • Table 19 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 20 Distribution of Gum by Format: % Value 2009-2014
  • Table 21 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 22 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Summary 1 Other Sugar Confectionery: Product Types
  • Table 25 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019

Confectionery in Bulgaria - Company Profiles

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Lidl Bulgaria EOOD & Co KD: Key Facts
  • Summary 3 Lidl Bulgaria EOOD & Co KD: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 4 Lidl Bulgaria EOOD & Co KD: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 Lidl Bulgaria EOOD & Co KD: Competitive Position 2014

Mondelez Bulgaria AD in Packaged Food (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Mondelez Bulgaria AD: Key Facts
  • Summary 7 Mondelez Bulgaria AD: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Mondelez Bulgaria AD: Competitive Position 2014

Nestlé Bulgaria AD in Packaged Food (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Nestlé Bulgaria AD: Key Facts
  • Summary 10 Nestlé Bulgaria AD: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Nestlé Bulgaria AD: Competitive Position 2014

Pobeda AD in Packaged Food (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Pobeda AD: Key Facts
  • Summary 13 Pobeda AD: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 14 Pobeda AD: Production Statistics 2014

COMPETITIVE POSITIONING

Packaged Food in Bulgaria - Industry Context

EXECUTIVE SUMMARY

Packaged food marks slow volume development, value growth much stronger

New product launches drive market growth

Artisanal share in packaged food remains strong

Modern grocery retailers lead in value terms

The packaged food market to develop with positive rate over the forecast period

KEY TRENDS AND DEVELOPMENTS

Consumer preferences divided between value for money and premium foods

Tourist boom set to underline foodservice sector growth

Health and wellness awareness increasingly shaping consumer choice

Home-made production an ongoing constraint on volume growth

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 2009-2014
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

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 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 52 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 72 Sales of Packaged Food by Category: Value 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 75 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 78 Penetration of Private Label by Category: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 15 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 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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