Demand for off-trade coffee is increasing sharply in 2020 as a result of the COVID-19 pandemic. Beginning with the state of emergency and lockdown imposed in the early months of 2020, consumers now continue to drink more fresh and instant coffee as they spend more time at home working, studying, pursuing hobbies and/or simply whiling away the time.
As consumers continue to spend more time at home in 2020 due to the pandemic, they are sparking rising demand for small in-home appliances, including coffee makers and coffee bean grinders, that will allow them to prepare the coffee drinks—particularly expresso-based coffee drinks—that they often sought at horeca venues prior to the pandemic. That and the ongoing demand for convenience has piqued increasing consumer interest in 2020 for fresh ground coffee pods.
The coffee category in Bulgaria remains consolidated in 2020, with Jacobs Douwe Egberts (set to be the leader in volume share) and Nestlé Bulgaria AD (which captured the lead in value share) holding commanding positions in nearly all segments the coffee category. The success of these multinational players can be attributed in large part to their substantial resources and their investments in marketing and advertising; they are the only coffee players in Bulgaria that rank amongst the top 20 advertisers in the country.
Retail value sales of coffee at constant 2020 prices are projected to decline somewhat in 2021 following the sharp pandemic-related rise in 2020 and then rebound and post steady, albeit less-than-robust, growth rates throughout the remainder of the forecast period. A similar pattern is likely for retail volume sales of coffee.
Currently, modern grocery retailers hold the strong lead in distribution of coffee, followed by independent small grocers, with remaining distribution share spread across convenience stores, discounters, forecourt retailers and food, drinks and tobacco specialists. But, as a result of the pandemic-related restrictions imposed during the state of emergency in early 2020, a growing number of consumers wanting to acquire coffee turned to e-commerce platforms when access to brick-and-mortar stores became somewhat limited and even as restrictions are eased they are standing by e-commerce due to its convenience.
Fresh ground coffee pods captured consumers’ imaginations during the review period, and demand is expected to continue to increase at a robust rate over the forecast period, reflected by fresh ground coffee pods projected to post a stronger current value CAGR than standard fresh ground coffee. Amongst other factors, including the wide range of coffee that can be brewed using pods, growth will also be spurred by an increasing number of consumers switching from conventional coffee machines that brew pots of coffee to the more modern—and more affordable—appliances that conveniently make single cups using fresh coffee pods.
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Understand the latest market trends and future growth opportunities for the Coffee industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Coffee research and analysis database.
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