Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Country Report

Health and Wellness in

Health and Wellness in Bulgaria

81 pages, Jul 2018

US$2,100

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Health is a prime focus of urban consumers

The health and wellness trend continued in Bulgaria in 2017. In urban centres, global trends associated with healthy living and balanced diets drove the continuous demand for food and beverages with a healthy element.

Health and wellness going mainstream

In 2017, the price difference between health and non-health and wellness products blurred further following the expansion of economy brands into health and wellness. Because of the greater affordability of health and wellness food and beverages, the category became much more mainstream.

Modern grocery retailing bringing health and wellness trend to the mass consumer

In 2017, modern grocery retailers became the key driver of the health and wellness trend in Bulgaria by significantly expanding product variety and boosting visibility of health and wellness products. In 2017, Metro Cash and Carry launched bio zones in its 11 outlets in Bulgaria, while Kaufland and Lidl expanded private label presence in health and wellness food and drinks in their existing healthy zones.

Domestic players lead

Despite the increasing role of health and wellness in various product categories, Bulgaria’s health and wellness remains highly dependent on the performance of bottled water and to a lesser extent on dairy and bakery manufacturers. The nature of these products defines the strong positions of local players.

Health and wellness has a prosperous future

In the forecast period, the unhealthy environment in cities will remain a key issue for the urban population and drive the health and wellness trend. At the same time, the positive economic development of the leading 3-4 cities in Bulgaria will continue to attract consumers to migrate to the economic centres due to the low unemployment rate.

Files are delivered directly into your account within a few minutes of purchase.

Samples

Health and Wellness Research Report Health and Wellness Sample Data

Overview

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.

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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.

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

The Health and Wellness 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 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 Health and Wellness in Bulgaria?
What are the major brands in Bulgaria?
Were the sales of health and wellness affected by the global recession?
What functional ingredients in food and drinks are in fashion in Bulgaria?
Is the organic movement still growing?
Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Want to find out more about this report?

Request more information

Health and Wellness in Bulgaria

EXECUTIVE SUMMARY

Health is a prime focus of urban consumers

Health and wellness going mainstream

Modern grocery retailing bringing health and wellness trend to the mass consumer

Domestic players lead

Health and wellness has a prosperous future

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2012-2017
Table 2 Sales of Health and Wellness by Type: % Value Growth 2012-2017
Table 3 Sales of Health and Wellness by Category: Value 2012-2017
Table 4 Sales of Health and Wellness by Category: % Value Growth 2012-2017
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2012-2017
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2012-2017
Table 7 NBO Company Shares of Health and Wellness: % Value 2013-2017
Table 8 LBN Brand Shares of Health and Wellness: % Value 2014-2017
Table 9 Distribution of Health and Wellness by Format: % Value 2012-2017
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2017
Table 11 Forecast Sales of Health and Wellness by Type: Value 2017-2022
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2017-2022
Table 13 Forecast Sales of Health and Wellness by Category: Value 2017-2022
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2017-2022
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2017-2022
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Better For You Beverages in Bulgaria

HEADLINES

PROSPECTS

BFY reduced caffeine hot drinks has stable outlook

Increased awareness of sugar intake boosts consumption

BFY beverages perceived as less harmful, but not necessarily healthy

COMPETITIVE LANDSCAPE

Coca-Cola HBC Bulgaria adopts new marketing and brand identity

Nescafé Dolce Gusto Decaf records strong growth

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2012-2017
Table 18 Sales of BFY Beverages by Category: % Value Growth 2012-2017
Table 19 NBO Company Shares of BFY Beverages: % Value 2013-2017
Table 20 LBN Brand Shares of BFY Beverages: % Value 2014-2017
Table 21 Distribution of BFY Beverages by Format: % Value 2012-2017
Table 22 Forecast Sales of BFY Beverages by Category: Value 2017-2022
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2017-2022

Better For You Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Growing purchasing power benefits better for you packaged food

Advertising of unhealthy food/beverages to be prohibited

Availability of better for you products to expand

COMPETITIVE LANDSCAPE

Domestic Obedinena Mlechna Kompania leads

Wrigley remains the undisputed leading player in sugar-free chewing gum

Domestic producers’ opportunity for involvement

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2012-2017
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2012-2017
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2013-2017
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2014-2017
Table 28 Distribution of BFY Packaged Food by Format: % Value 2012-2017
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2017-2022
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2017-2022

Fortified/Functional Beverages in Bulgaria

HEADLINES

PROSPECTS

FF beverages benefits from need for energy

Supplements’ popularity drives growth

Potential to attract diverse consumer base

COMPETITIVE LANDSCAPE

Red Bull has new owner

Greater product choice in Oshee brand

Juice players explore healthy niche

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2012-2017
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2012-2017
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2012-2017
Table 34 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2012-2017
Table 35 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2012-2017
Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2013-2017
Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2014-2017
Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2012-2017
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2017-2022
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2017-2022

Fortified/Functional Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Increased interest in fortified/functional products

Health consciousness supports the growth of snack bars

Probiotics increase their influence

COMPETITIVE LANDSCAPE

The leading player remains unchanged

Products for babies follow the trend

The importance of packaging

CATEGORY DATA

Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2012-2017
Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2012-2017
Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2012-2017
Table 44 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2012-2017
Table 45 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2012-2017
Table 46 Key Functional Ingredients in Fortified/Functional Milk: % Value 2012-2017
Table 47 Sales of Fortified/Functional Dairy-based Yoghurt by Standard Fat vs Reduced Fat: % Value 2012-2017
Table 48 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2013-2017
Table 49 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2014-2017
Table 50 Distribution of Fortified/Functional Packaged Food by Format: % Value 2012-2017
Table 51 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2017-2022
Table 52 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2017-2022

Free From in Bulgaria

HEADLINES

PROSPECTS

Free from demand moves beyond medical needs

Increase in distribution and shelf exposure

Growth expected over the forecast period

COMPETITIVE LANDSCAPE

Domestic companies ready to fight for value share

New equipment for higher competitiveness

Private label develops and gains share

CATEGORY DATA

Table 53 Sales of Free From by Category: Value 2012-2017
Table 54 Sales of Free From by Category: % Value Growth 2012-2017
Table 55 NBO Company Shares of Free From: % Value 2013-2017
Table 56 LBN Brand Shares of Free From: % Value 2014-2017
Table 57 Distribution of Free From by Format: % Value 2012-2017
Table 58 Forecast Sales of Free From by Category: Value 2017-2022
Table 59 Forecast Sales of Free From by Category: % Value Growth 2017-2022

Naturally Healthy Beverages in Bulgaria

HEADLINES

PROSPECTS

Dynamic growth of bottled water drinking culture

NH superfruit challenged by not from concentrate juice

Growth of carbonated mineral bottled water

COMPETITIVE LANDSCAPE

Increased merger and acquisition activity

Opportunities for local juice companies

Private label expansion in health and wellness juice

CATEGORY DATA

Table 60 Sales of NH Beverages by Category: Value 2012-2017
Table 61 Sales of NH Beverages by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of NH Beverages: % Value 2013-2017
Table 63 LBN Brand Shares of NH Beverages: % Value 2014-2017
Table 64 Distribution of NH Beverages by Format: % Value 2012-2017
Table 65 Forecast Sales of NH Beverages by Category: Value 2017-2022
Table 66 Forecast Sales of NH Beverages by Category: % Value Growth 2017-2022

Naturally Healthy Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Naturally healthy packaged food displays dynamism

Stronger marketing support to play an important role

Modern grocery retailers in direct competition

COMPETITIVE LANDSCAPE

Discounters expand the niche

Competition makes retailers and producers more inventive

Dynamic evolution of the business niche

CATEGORY DATA

Table 67 Sales of NH Packaged Food by Category: Value 2012-2017
Table 68 Sales of NH Packaged Food by Category: % Value Growth 2012-2017
Table 69 NBO Company Shares of NH Packaged Food: % Value 2013-2017
Table 70 LBN Brand Shares of NH Packaged Food: % Value 2014-2017
Table 71 Distribution of NH Packaged Food by Format: % Value 2012-2017
Table 72 Forecast Sales of NH Packaged Food by Category: Value 2017-2022
Table 73 Forecast Sales of NH Packaged Food by Category: % Value Growth 2017-2022

Organic Beverages in Bulgaria

HEADLINES

PROSPECTS

Stronger presence of organic hot drinks than organic soft drinks

Modern grocery retailing benefits organic products

Potential of organic juice

COMPETITIVE LANDSCAPE

NaturaSì, first bio supermarket

Private label expansion in organic beverages

Bioprograma EAD exploring bio organic niche in herbal tea

CATEGORY DATA

Table 74 Sales of Organic Beverages by Category: Value 2014-2017
Table 75 Sales of Organic Beverages by Category: % Value Growth 2014-2017
Table 76 NBO Company Shares of Organic Beverages: % Value 2013-2017
Table 77 LBN Brand Shares of Organic Beverages: % Value 2014-2017
Table 78 Distribution of Organic Beverages by Format: % Value 2012-2017
Table 79 Forecast Sales of Organic Beverages by Category: Value 2017-2022
Table 80 Forecast Sales of Organic Beverages by Category: % Value Growth 2017-2022

Organic Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Organic packaged food performs best among HW packaged food

Price remains an important factor

Interest in organic baby food increases

COMPETITIVE LANDSCAPE

Opportunity for domestic producers

Bio Bulgaria OOD achieves positive growth

Modern grocery retailers with organic private label

CATEGORY DATA

Table 81 Sales of Organic Packaged Food by Category: Value 2012-2017
Table 82 Sales of Organic Packaged Food by Category: % Value Growth 2012-2017
Table 83 NBO Company Shares of Organic Packaged Food: % Value 2013-2017
Table 84 LBN Brand Shares of Organic Packaged Food: % Value 2014-2017
Table 85 Distribution of Organic Packaged Food by Format: % Value 2012-2017
Table 86 Forecast Sales of Organic Packaged Food by Category: Value 2017-2022
Table 87 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2017-2022

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Country Report

Health and Wellness in Bulgaria

New Report Guarantee

Executive Summary

New Report Guarantee

Health is a prime focus of urban consumers

Health and wellness going mainstream

Modern grocery retailing bringing health and wellness trend to the mass consumer

Domestic players lead

Health and wellness has a prosperous future

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Health and Wellness in Bulgaria

EXECUTIVE SUMMARY

Health is a prime focus of urban consumers

Health and wellness going mainstream

Modern grocery retailing bringing health and wellness trend to the mass consumer

Domestic players lead

Health and wellness has a prosperous future

MARKET DATA

SOURCES

Better For You Beverages in Bulgaria

HEADLINES

PROSPECTS

BFY reduced caffeine hot drinks has stable outlook

Increased awareness of sugar intake boosts consumption

BFY beverages perceived as less harmful, but not necessarily healthy

COMPETITIVE LANDSCAPE

Coca-Cola HBC Bulgaria adopts new marketing and brand identity

Nescafé Dolce Gusto Decaf records strong growth

CATEGORY DATA

Better For You Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Growing purchasing power benefits better for you packaged food

Advertising of unhealthy food/beverages to be prohibited

Availability of better for you products to expand

COMPETITIVE LANDSCAPE

Domestic Obedinena Mlechna Kompania leads

Wrigley remains the undisputed leading player in sugar-free chewing gum

Domestic producers’ opportunity for involvement

CATEGORY DATA

Fortified/Functional Beverages in Bulgaria

HEADLINES

PROSPECTS

FF beverages benefits from need for energy

Supplements’ popularity drives growth

Potential to attract diverse consumer base

COMPETITIVE LANDSCAPE

Red Bull has new owner

Greater product choice in Oshee brand

Juice players explore healthy niche

CATEGORY DATA

Fortified/Functional Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Increased interest in fortified/functional products

Health consciousness supports the growth of snack bars

Probiotics increase their influence

COMPETITIVE LANDSCAPE

The leading player remains unchanged

Products for babies follow the trend

The importance of packaging

CATEGORY DATA

Free From in Bulgaria

HEADLINES

PROSPECTS

Free from demand moves beyond medical needs

Increase in distribution and shelf exposure

Growth expected over the forecast period

COMPETITIVE LANDSCAPE

Domestic companies ready to fight for value share

New equipment for higher competitiveness

Private label develops and gains share

CATEGORY DATA