Executive Summary

Jul 2019
PROSPECTS
Cider in Bulgaria continues to see a positive development

Cider is displaying a stable positive development in terms of volume sales. The products come in a variety of flavours and mostly target females and the younger generation (18-34 years old).

Increasing popularity of healthier diet to further positively impact cider in future

Over the last few years consumers have started to switch from spirits to drinks with a lower alcohol content, such as beer and cider. The favourable effect for cider came from the increasing prevalence of the healthier lifestyle trend, which is becoming more noticeable with every passing year.

Innovation boosts cider

What is also driving the category is the additional new tastes companies are offering consumers. Although the most commonly bought flavours are apple and pear, Bulgarians are also willing to try out some new varieties of ciders.

COMPETITIVE LANDSCAPE
Somersby by Carlsberg Bulgaria remains the preferred brand in 2018

Carlsberg remained the clear leader in cider in 2018 with its Somersby brand. The company was the first player to offer strongly supported cider in the marketplace and has therefore gained lots of brand awareness among consumers.

Kradecat na yabalki by Zagorka continues to grow in 2018

Since its launch two years ago, the brand Kradecat na yabalki has become something of a sensation. Its marketing strategy builds upon being creative, doing things that are forbidden and always following hot topics discussed in society.

Carling by Kamenitza a strong number two

The brand Carling was introduced in 2015 and was strongly supported with marketing activities. However, in recent years no major investments in the brand were made and sales are being generated only on its previous fame.

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Cider/Perry in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Bulgaria with research from Euromonitor's team of in-country analysts.

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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 Cider/Perry industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry 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 volume 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 Cider/Perry in Bulgaria?
  • What are the major brands in Bulgaria?
  • Is premiumisation expected to continue to be an important driver in cider?
  • Who are the key consumers of cider: men, women, younger or older consumers?
  • Where is cider mainly consumed- at home or away from home?

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 Alcoholic Drinks market research database.

Cider/Perry in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Cider in Bulgaria continues to see a positive development
Increasing popularity of healthier diet to further positively impact cider in future
Innovation boosts cider

COMPETITIVE LANDSCAPE

Somersby by Carlsberg Bulgaria remains the preferred brand in 2018
Kradecat na yabalki by Zagorka continues to grow in 2018
Carling by Kamenitza a strong number two

CATEGORY DATA

Table 1 Sales of Cider/Perry: Total Volume 2013-2018
Table 2 Sales of Cider/Perry: Total Value 2013-2018
Table 3 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 4 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 5 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 10 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 12 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 13 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 14 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Alcoholic Drinks in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks market continues to grow
Premiumisation trends in spirits intensify
Healthier lifestyles to positively impact the development and sales of non-alcohol beer
On-trade among the key growth drivers for alcoholic drinks
Globalisation continues to transform alcoholic drinks culture in Bulgaria

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 16 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 17 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources