Devin AD and Coca-Cola HBC Bulgaria AD launched two new brands with accessible prices during 2020. These were Devin Mineral & Vitamins and Aquarius Water + Essential Minerals, respectively, and contributed to rising awareness and demand for FF bottled water.
FF nectars (25-99% juice) has the largest penetration of health and wellness retail value sales in FF fruit/vegetable juice but FF juice drinks (up to 24% juice) saw the most dynamic retail value sales growth during 2021. The main reasons are due to these products’ affordable prices and consumers’ low awareness of juice content.
Schools and on-trade outlets remained closed due to the pandemic until May 2021, with these establishments reopening during July and September. However, businesses and schools were forced to close again later in the year due to an increase in COVID-19 infections which government attempted to curb.
Fortified/functional beverages was the most dynamic health and wellness category in 2021 as the COVID-19 pandemic made consumers more mindful of preventative measures and additional supplementation to boost immunity. Indeed, it is expected that fortified/functional beverages will see healthy constant retail value sales growth over the forecast period; however, it is unlikely to be high as over the review period.
Forecourt retailers saw a recovery in sales of fortified/functional beverages, registering a retail value share rise thanks to more intensive travel and tourism in the second half of 2021 following more severe shopping and tourism restrictions in neighbouring countries like Greece and Turkey. The lifting of lockdown and movement restrictions during the Bulgarian summer further contributed to the swift recovery of sales at forecourt retailers, which is key to the growth of demand for on-the-go consumption.
It is expected that players in fortified/functional beverages will continue to expand their ranges during the forecast period in an attempt to boost retail value share growth by entering high potential categories, such as FF RTD tea and FF energy drinks, with both these fortified/functional beverages categories popular amongst younger consumer segments. Teenagers are likely to remain in the spotlight during the forecast period, since they are less affected by the pandemic, are becoming increasingly liberated and open to novel products thanks to their growing purchasing power.
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Understand the latest market trends and future growth opportunities for the Fortified/Functional 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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Fortified/Functional Beverages
This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.
See All of Our DefinitionsThis report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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