Bottled Water in Bulgaria

PROSPECTS

Convenience and the health and wellness trend boosts value sales of bottled water

As tap water quality is poor, low-income consumers purchase bottled water as necessity, whereas mid-high income consumers develop brand loyalty

The poor quality of tap water in many regions in Bulgaria, as well as increasing consumer awareness about the benefits of bottled water when compared to tap water, drove sales of bottled water in 2019. In certain regions, such as Sliven, Haskovo, Yambol and Dobrich, poor-quality tap water is a serious issue - one which has created growth opportunities for bulk bottled water at the regional level.

On-the-go consumption sees a variety of sizes hitting shelves, including bottled water for children

On-the-go consumption of bottled water has continued to grow in 2019, with consumers spending more time away from home, travelling, doing sports and outdoor activities or visiting places of interest. Players have responded to this by launching innovative packaging designs to suit the needs of the more sophisticated, fast-paced urban consumer.

COMPETITIVE LANDSCAPE

Devin AD saw strong growth in 2019, the result of responding to different consumers’ needs

Devin AD saw strong value growth in 2019, competing in the landscape by offering designs and sizes to suit different types of consumers’ needs. The player launched Devin2Go in a 750ml bottle with a sports cap, to suit the needs of the dynamic urban consumer, and also introduced a new packaging size of 1 litre, with a firm grip design for consumers, titled Devin On the Go.

Private label offerings increase as bottled water consumption grows

As consumption of bottled water continues to grow, 2019 saw the growth of private labels, as well as local labels like Pirin Spring, launching as a label affiliated with Lidl. There was also an increase in private label offerings at petrol stations, with Gazprom and Shell Deli2Go both promoting their private label offerings to consumers, perfect for consumers to pick up on-the-go and when travelling.

The popularity of spa tourism destinations boosts brand awareness of bottled water

The positive reputation of Bulgaria as a wellness and spa destination helped foster the popularity of Bulgarian bottled water, which tend to be concentrated in such areas, close to the Rila, Pirin and Rhodope mountains.

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