COVID-19 benefitted better for you beverages, with current value growth up slightly from 2019. However, foodservice registered a sharp decline, with outlets closed for parts of the year and when they were opened, social distancing measures reduced customer numbers.
Coca-Cola HBC Bulgaria remained the leading player in 2020. Coca-Cola’s strategy is to become more consumer centric, so it is unsurprising that its products are increasingly tied to health and wellness trends.
Reduced sugar carbonates is by far the largest product area within better for you beverages in 2020. When it comes to carbonates, consumers are increasingly choosing healthier options when seeking either indulgence or hydration, especially with COVID-19 boosting the health trend in the country.
It is expected that better for you beverages will perform on a par with the review period. Retail value growth will be lower in 2021, as economy takes times to recover from COVID-19 and a degree of stockpiling in 2020 may lead to lower volume sales.
There is increased availability of BFY reduced caffeine beverages in large grocery chains as these products continue to expand their distribution networks. The most important fundamental factor driving demand for these products are consumers with medical conditions that require caffeine restricted diets, mainly cardiovascular disease.
With many consumers looking to reduce their potential exposure to COVID-19 in 2020, e-commerce grew considerably. Not only have occasional shoppers begun using this channel more often due to COVID-19, 2020 has also seen many first-time online shoppers.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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