Executive Summary

Mar 2019
Stable economic growth and increasing urban population drive demand for health and wellness

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.

Health and wellness trends in soft drinks impacted by high price sensitivity

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.

Health and wellness attractive for innovative start-ups

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.

Modern grocery retailers key distribution channel for popular products

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.

Stable growth predicted for forecast period

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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Health and Wellness in Bulgaria

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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.

Health and Wellness in Bulgaria

EXECUTIVE SUMMARY

Stable economic growth and increasing urban population drive demand for health and wellness
Health and wellness trends in soft drinks impacted by high price sensitivity
Health and wellness attractive for innovative start-ups
Modern grocery retailers key distribution channel for popular products
Stable growth predicted for forecast period

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Beverages in Bulgaria

HEADLINES

PROSPECTS

Consumers increasingly mindful of calorie intake and sugar reduction
Revival for reduced sugar liquid concentrates
Large potential consumer base for BFY reduced caffeine beverages

COMPETITIVE LANDSCAPE

Coca-Cola’s strong commitment to sugar reduction
Local companies’ growth in liquid concentrates driven by healthy trends
Lavazza Decaffeinato and Nescafé lead BFY reduced caffeine beverages

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Bulgarian consumers become increasingly cautious regarding fat intake
Reduced sugar retains highest share within better for you packaged food
Hazards of salt in the diet remains underestimated by Bulgarians

COMPETITIVE LANDSCAPE

Wrigley Bulgaria retains leadership
Pobeda AD leads reduced sugar sweet biscuits
BFY reduced fat packaged food led by Krasi but remains highly fragmented

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Bulgaria

HEADLINES

PROSPECTS

Positive development for FF juice drinks (up to 24% juice)
Search for fusion experience in beverages
FF hot drinks struggles due to focus on children and breakfast

COMPETITIVE LANDSCAPE

Hell Energy Drink leverages health and wellness trends to boost value growth
Nestlé dominates FF hot drinks

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Healthier living and convenience trend allow FF snack bars to flourish
Increasing awareness of healthier breakfast choices influences FF breakfast cereals
FF milk formula maintains healthy growth

COMPETITIVE LANDSCAPE

Nestlé strengthens lead of fortified/functional packaged food in 2018
Korona M records most dynamic growth in 2018
Unilever Bulgaria suffers highest decline

CATEGORY DATA

Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 47 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 48 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 49 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 50 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 51 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 52 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Bulgaria

HEADLINES

PROSPECTS

Increasing number of vegetarians positively impact free from
Rising lactose intolerance awareness boosts free from lactose
Growing awareness of gluten-free diet to help free from gluten sales

COMPETITIVE LANDSCAPE

Category remains highly fragmented
Alpro is strong performer
Bomaks leads free from dairy milk in 2018

CATEGORY DATA

Table 53 Sales of Free From by Category: Value 2013-2018
Table 54 Sales of Free From by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Free From: % Value 2014-2018
Table 56 LBN Brand Shares of Free From: % Value 2015-2018
Table 57 Distribution of Free From by Format: % Value 2013-2018
Table 58 Forecast Sales of Free From by Category: Value 2018-2023
Table 59 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Bulgaria

HEADLINES

PROSPECTS

Lower mineralised bottled water - the healthiest choice
NH superfruit juice as a healthy snack
Obesity and rising health awareness drive growth in NH tea

COMPETITIVE LANDSCAPE

Bottled water companies focus on lower mineralised brand extensions
Rauch Fruchtsäfte GmbH & Co OG leverages health and wellness trends to drive high value sales
Domestic companies and brands dominate NH tea

CATEGORY DATA

Table 60 Sales of NH Beverages by Category: Value 2013-2018
Table 61 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 62 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 63 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 64 Distribution of NH Beverages by Format: % Value 2013-2018
Table 65 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 66 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Bulgaria

HEADLINES

PROSPECTS

NH fruit and nut bars records highest current value growth
High fibre diet continues to positively impact category
NH olive oil holds largest value share

COMPETITIVE LANDSCAPE

Dobrudzhanski Hlyab AD and brand Vita lead NH high fibre bread
Costa d'Oro continues to retain lead brands of NH olive oil
Private label holds strong value share in naturally healthy packaged food

CATEGORY DATA

Table 67 Sales of NH Packaged Food by Category: Value 2013-2018
Table 68 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 69 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 70 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 71 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 72 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 73 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Bulgaria

HEADLINES

PROSPECTS

Notable premiumisation trends create appetite for organic soft drinks
Strong results for organic fresh coffee
Organic coffee likely to remain niche over forecast period

COMPETITIVE LANDSCAPE

Organic coffee likely to remain highly fragmented over forecast period
Uninspiring offer in major grocery retailers opens opportunity for other retailers

CATEGORY DATA

Table 74 Sales of Organic Beverages by Category: Value 2014-2018
Table 75 Sales of Organic Beverages by Category: % Value Growth 2014-2018
Table 76 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 77 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 78 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 79 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 80 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Increasing popularity of organic food and its healthier properties to boost sales
Organic baby food continues to play important role in organic packaged food
Organic butter and spreads records highest current value growth in 2018

COMPETITIVE LANDSCAPE

Hipp retains lead of organic packaged food in 2018
Bio Bulgaria retains second position
Private label experiences strong increase in value sales in 2018

CATEGORY DATA

Table 81 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 82 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 83 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 84 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 85 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 86 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 87 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023