Carbonates in Bulgaria

PROSPECTS

A growing appetite for healthier options will see an increasing number of consumers switch to low-calorie offerings

Carbonates is traditionally perceived as unhealthy, and a no-go area for dieters and health-concerned parents. However, the strong position of carbonates among Bulgarians has not yet allowed the health and wellness trend to undermine their popularity.

The rise of mixology is boosting sales of tonic water and other bitters 

The increase in popularity of mixed cocktails and the mixology trend has revived non-cola carbonates and tonic water/other bitters in 2019. The outstanding growth of gin and particularly the return of the gin and tonic, has boosted consumption of tonic water/other bitters, which saw substantial growth, particularly on-trade value growth.

Players turn to alternative packaging, with metal cans emerging as convenient, trendy and practical solutions 

Players searching for PET alternatives in 2019, and the metal can emerge as a popular replacement. Metal cans are a convenient option for both on-the-go consumption, being easy to open and carry or travel with.

COMPETITIVE LANDSCAPE

Coca-Cola HBC retains its leadership by aligning to consumers’ values and expands its brand into clothing and apparel 

In 2019, the leading player in carbonates, Coca-Cola HBC Bulgaria maintains its top spot by aligning itself to consumers values and lifestyles. The players focused on reducing the environmental footprint, cutting down on water waste, and gave a more significant focus on the environment and recycling.

PepsiCo boosts consumer awareness through its partnership with the UEFA Champions League, using football starts to promote its soft drinks 

 In 2019, PepsiCo focus on boosting the availability of its offerings. Presence of the player improved as it became more extensively availability in smaller grocery and non-grocery shops, gas stations, and vending machines, and expanded in both the off-trade and on-trade.

Competition from other soft drinks causes concern for growth in carbonates 

Non-alcoholic beer and flavoured beer is on high demand both on-trade and off-trade. The outstanding performance of low alcoholic beverages, such as ciders, as well as non-alcoholic beer, limited growth potential of carbonates in the current period and is expected to continue challenging growth over the forecast period.

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