Health and Wellness in Bulgaria

January 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Health and Wellness 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Better For You Beverages
  • Better For You Packaged Food
  • Fortified/Functional Beverages
  • Fortified/Functional Packaged Food
  • Free From
  • Naturally Healthy Beverages
  • Naturally Healthy Packaged Food
  • Organic Beverages
  • Organic Packaged Food

If you're in the Health and Wellness industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Health and Wellness in Bulgaria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Health and Wellness in Bulgaria?
  • What are the key health and wellness concerns driving sales in Health and Wellness?
  • Is Health and Wellness a dynamic niche or mainstream concern in Bulgaria?
  • Which are the leading brands in Health and Wellness in Bulgaria?
  • How are products distributed in Health and Wellness in Bulgaria?
  • How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
  • Where is future growth expected to be most dynamic?

Health and Wellness in Bulgaria

EXECUTIVE SUMMARY

COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Better For You Beverages in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Shift from on-the-go consumption to home consumption, which leads to lower price per unit purchases
Coca-Cola leads better for you beverages with Coca-Cola Zero Sugar
Reduced sugar beverages continues to rise

RECOVERY AND OPPORTUNITIES

Consumers more price sensitive over forecast period, due to economic fallout of COVID-19
Consumer caution about BFY reduced caffeine beverages despite heart health crisis
COVID-19 set to increase sales via e-commerce

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025

Fortified/Functional Beverages in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Sports drinks, in particular, suffer value decline
Energy drinks lead in fortified/functional beverages
A growing focus on health benefits functional teas

RECOVERY AND OPPORTUNITIES

Healthy retail value growth, but not as high as before COVID-19
Nesquik enters pods, appealing to parents and children
Personalisation drives value growth for higher-priced products

CATEGORY DATA

Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 28 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025

Naturally Healthy Beverages in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

NH fruit and herbal tea strong performer as consumers look for natural health benefits in light of COVID-19
No major changes in competitive landscape in 2020
Tea continues to be the growth driver in NH hot drinks

RECOVERY AND OPPORTUNITIES

Naturally healthy beverages less expensive than other health and wellness beverages and will perform well over forecast period
Flavoured carbonated water gains share as substitute for regular carbonates
NH tea poised for high growth

CATEGORY DATA

Table 34 Sales of NH Beverages by Category: Value 2015-2020 Table 35 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 36 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 37 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 38 Distribution of NH Beverages by Format: % Value 2015-2020 Table 39 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025

Organic Beverages in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Boost in organic value sales through e-commerce, due to COVID-19
Coffee brands are among top selling brands in 2020
Organic coffee continues to do well, but performance will be more muted over forecast period

RECOVERY AND OPPORTUNITIES

Muted growth over forecast period, as consumers more price sensitive
Store-based retailers use dedicated zones to improve access to organic beverages
Organic and local more closely aligned over forecast period

CATEGORY DATA

Table 41 Sales of Organic Beverages by Category: Value 2015-2020 Table 42 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 43 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 44 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 45 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 46 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 47 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025

Better For You Packaged Food in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Reduced fat products perform well, as people do more cooking at home
Leading player Mars profits from popular brands
Health campaigns ensure that reduced fat BFY packaged food remains buoyant

RECOVERY AND OPPORTUNITIES

More focus on sugar reduction rather than reduced fat over forecast period
Potential for reduced sugar products as consumers look to clean up their diet
Changing perception of reduced fat products

CATEGORY DATA

Table 48 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 49 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 51 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 52 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 53 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 54 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025

Free From in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Stockpiling leads to increased value sales of certain products
Status quo remains in 2020, as players defer product launches
Alpro remains a household name in free from dairy

RECOVERY AND OPPORTUNITIES

Healthy value growth expected as consumers increasingly look to avoid gluten and lactose
Free from gluten poised for value growth over forecast period
Free from free packaged food could benefit from dampened value sales through foodservice

CATEGORY DATA

Table 55 Sales of Free From by Category: Value 2015-2020 Table 56 Sales of Free From by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Free From: % Value 2016-2020 Table 58 LBN Brand Shares of Free From: % Value 2017-2020 Table 59 Distribution of Free From by Format: % Value 2015-2020 Table 60 Forecast Sales of Free From by Category: Value 2020-2025 Table 61 Forecast Sales of Free From by Category: % Value Growth 2020-2025

Fortified/Functional Packaged Food in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Fortified children’s breakfast cereal performs well as parents look to protect their children from COVID-19
Nestlé Bulgaria capitalises on consumers’ pursuit of a healthy, satisfying breakfast
Probiotics benefit from increased interest in immunity-boosting foods

RECOVERY AND OPPORTUNITIES

Stockpiled products register lower value growth in 2021
Negative image of trans fats dampens value sales of FF butter and spreads
As consumers adopt healthier lifestyles, FF snack bars perform well

CATEGORY DATA

Table 62 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 63 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 64 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 65 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2015-2020 Table 66 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 67 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 68 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 69 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 70 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 71 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 72 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 73 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025

Naturally Healthy Packaged Food in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

NH honey quadruples value growth, as a natural immunity booster
Consumer trust drives increasing growth of private label
NH fruit and nut bars provide a healthy, convenient alternative to sugary snacks

RECOVERY AND OPPORTUNITIES

Healthy value growth expected for naturally healthy, which is more affordable than many other health and wellness products
Steady growth for Bulgarian kitchen staple NH olive oil
Consumers look for quality in NH honey over forecast period

CATEGORY DATA

Table 75 Sales of NH Packaged Food by Category: Value 2015-2020 Table 76 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 77 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 78 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 79 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 80 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 81 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025

Organic Packaged Food in Bulgaria

KEY DATA FINDINGS

2020 IMPACT

Organic performs well due to COVID-19 and players freeze prices
Bio Bulgaria passes out Hipp to become leading player
Parental focus on health drives growth of organic baby food

RECOVERY AND OPPORTUNITIES

Muted growth over forecast period, as consumers more price sensitive
Private label a major contributor to affordability
Organic will lose out to naturally healthy and local

CATEGORY DATA

Table 82 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 84 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 86 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025
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This report originates from Passport, our Health and Wellness research and analysis database.

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