In 2018, stable economic growth and increased migration of the active population in urban areas benefitted health and wellness in Bulgaria. The urban population tried to lead healthier lifestyles, offsetting the negative impact of air pollution, noise, and exposure to viruses; all external factors that are difficult to change.
During the review period, health and wellness in Bulgaria moved away from the narrow focus on the high-income consumer group, to become a mass movement. This had an avalanche effect on products’ marketing and positioning.
Chias is an innovative small start-up that emerged in Bulgaria over the review period. The health and wellness popularity created opportunities for innovative on-the go offerings.
Grocery retailers played a key role in the distribution of health and wellness in 2018. Within grocery retailers, modern grocery retailers such as hypermarkets and supermarkets are particularly important for popular products such as fortified/functional and naturally healthy products.
Health and wellness in Bulgaria is projected to record a stable performance over the forecast period. Fortified/functional beverages is predicted to benefit from the rising popularity of FF energy drinks amongst the young and active population as well as parents being more mindful in their choice of beverages for children and opting for FF juice drinks (up to 24% juice), perceived to be healthier due to added vitamins.
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Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Bulgaria with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Health and Wellness market research database.