Health and Wellness in Bulgaria

Health and Wellness in Bulgaria

EXECUTIVE SUMMARY

Media attention and innovative products make health and wellness increasingly appealing

Bulgarian consumers prefer health and wellness products with natural ingredients

Innovation is key as new start-ups and established brands vie for position

Open air markets and organic fairs harness consumer interest in natural produce

A stable economy and strong consumer demand lead to steady predicted growth

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2014-2019
Table 2 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 3 Sales of Health and Wellness by Category: Value 2014-2019
Table 4 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 7 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 8 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 9 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 11 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 13 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Better For You Beverages in Bulgaria

HEADLINES

PROSPECTS

Media perpetuates negative views about the health effects of artificial sweeteners

Consumer caution about BFY reduced caffeine beverages despite heart health crisis

Naturally sweetened beverages appeal to health-conscious consumers

COMPETITIVE LANDSCAPE

Coca-Cola leads BFY beverages with Coca-Cola Zero Sugar

Amway Bulgaria responds to consumer preferences with new zero caffeine product

Nestlé Bulgaria AD launches premium brand Nescafé Gold Blend Decaf

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2014-2019
Table 18 Sales of BFY Beverages by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of BFY Beverages: % Value 2015-2019
Table 20 LBN Brand Shares of BFY Beverages: % Value 2016-2019
Table 21 Distribution of BFY Beverages by Format: % Value 2014-2019
Table 22 Forecast Sales of BFY Beverages by Category: Value 2019-2024
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2019-2024

Better For You Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Prices drop as supply of better for you packaged food rises to meet demand

Consumers’ growing concerns about sugar boost growth of reduced sugar products

Health campaigns ensure that reduced fat BFY packaged food remains buoyant

COMPETITIVE LANDSCAPE

Leading player Mars Inc Bulgaria profits from popular brands

Sauces gain popularity in fragmented reduced fat packaged food

Pobeda’s success continues with Review appealing to diabetics and dieters alike

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2014-2019
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2015-2019
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2016-2019
Table 28 Distribution of BFY Packaged Food by Format: % Value 2014-2019
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2019-2024

Fortified/Functional Beverages in Bulgaria

HEADLINES

PROSPECTS

FF juice drinks helps juice compete with the range of new, fashionable beverages

Functional ingredients boost popularity of FF sports drinks and FF energy drinks

FF hot drinks uses added nutritional value to gain parents’ approval

COMPETITIVE LANDSCAPE

Hell Energy Drink launches innovative new fusion of sports and energy drink

Coca-Cola HBC targets active children and teenagers with Cappy+

Nesquik enters pods, appealing to parents and children

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2014-2019
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2014-2019
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2014-2019
Table 34 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2014-2019
Table 35 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2014-2019
Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2015-2019
Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2016-2019
Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2014-2019
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2019-2024
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2019-2024

Fortified/Functional Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Growth in FF milk formula as parents strive to provide a healthy start

Interest in healthy lifestyles fuels growing demand for FF cereal bars

FF sweet biscuits to see growth slow as consumers switch to other snacks

COMPETITIVE LANDSCAPE

Hipp remains a firm favourite with mothers

Zaharni Zavodi reaps the rewards of strong advertising for its Lukcheta brand

Nestlé Bulgaria capitalises on consumers’ pursuit of a healthy, satisfying breakfast

CATEGORY DATA

Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
Table 44 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2014-2019
Table 45 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
Table 46 Key Functional Ingredients in Fortified/Functional Milk: % Value 2014-2019
Table 47 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2014-2019
Table 48 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
Table 49 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
Table 50 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
Table 51 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
Table 52 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
Table 53 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024

Free From in Bulgaria

HEADLINES

PROSPECTS

Free from products gain as consumers focus on health and wellness

Gluten free baked goods benefit from interest in gluten-free diet

Changes in modern diets cause dynamism for meat substitutes

COMPETITIVE LANDSCAPE

Fragmented shares for free from meat as the concept is still developing

Alpro remains a household name in free from dairy

Joya offers free from dairy milk to suit all tastes and appetites

CATEGORY DATA

Table 54 Sales of Free From by Category: Value 2014-2019
Table 55 Sales of Free From by Category: % Value Growth 2014-2019
Table 56 NBO Company Shares of Free From: % Value 2015-2019
Table 57 LBN Brand Shares of Free From: % Value 2016-2019
Table 58 Distribution of Free From by Format: % Value 2014-2019
Table 59 Forecast Sales of Free From by Category: Value 2019-2024
Table 60 Forecast Sales of Free From by Category: % Value Growth 2019-2024

Naturally Healthy Beverages in Bulgaria

HEADLINES

PROSPECTS

Innovative new smoothies prove fashionable with increasingly discerning consumers

NH tea capitalises on growing consumer interest in holistic wellbeing

Flavoured carbonated water gains share as substitute for regular carbonates

COMPETITIVE LANDSCAPE

Coca-Cola HBC leverages consumer interest in nutritious beverages

NH juice benefits from the popularity of outdoor markets in Bulgarian cities

NH 100% juice becomes increasingly fragmented

CATEGORY DATA

Table 61 Sales of NH Beverages by Category: Value 2014-2019
Table 62 Sales of NH Beverages by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of NH Beverages: % Value 2015-2019
Table 64 LBN Brand Shares of NH Beverages: % Value 2016-2019
Table 65 Distribution of NH Beverages by Format: % Value 2014-2019
Table 66 Forecast Sales of NH Beverages by Category: Value 2019-2024
Table 67 Forecast Sales of NH Beverages by Category: % Value Growth 2019-2024

Naturally Healthy Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Media influences increasing consumer demand for high fibre packaged food

NH fruit and nut bars provide a healthy, convenient alternative to sugary snacks

Steady growth for Bulgarian kitchen staple NH olive oil

COMPETITIVE LANDSCAPE

Costa d’Oro uses advertising and trade promotions to maintain sales in NH olive oil

Victoria Nuts expects strong growth as it launches innovative new products

Consumer trust drives increasing growth of Lidl’s private label

CATEGORY DATA

Table 68 Sales of NH Packaged Food by Category: Value 2014-2019
Table 69 Sales of NH Packaged Food by Category: % Value Growth 2014-2019
Table 70 NBO Company Shares of NH Packaged Food: % Value 2015-2019
Table 71 LBN Brand Shares of NH Packaged Food: % Value 2016-2019
Table 72 Distribution of NH Packaged Food by Format: % Value 2014-2019
Table 73 Forecast Sales of NH Packaged Food by Category: Value 2019-2024
Table 74 Forecast Sales of NH Packaged Food by Category: % Value Growth 2019-2024

Organic Beverages in Bulgaria

HEADLINES

PROSPECTS

Judicious consumers prefer domestic bio-certified organic products

Affluent, urban Bulgarians are the main consumers of organic beverages

Organic juice benefits from the expansion of bio-organic agriculture

COMPETITIVE LANDSCAPE

Store-based retailers use dedicated zones to improve access to organic beverages

Speciality organic fresh coffee gains share in fragmented organic coffee

Yogi Tea capitalises on health and wellness trend with launch of RTD tea

CATEGORY DATA

Table 75 Sales of Organic Beverages by Category: Value 2014-2019
Table 76 Sales of Organic Beverages by Category: % Value Growth 2014-2019
Table 77 NBO Company Shares of Organic Beverages: % Value 2015-2019
Table 78 LBN Brand Shares of Organic Beverages: % Value 2016-2019
Table 79 Distribution of Organic Beverages by Format: % Value 2014-2019
Table 80 Forecast Sales of Organic Beverages by Category: Value 2019-2024
Table 81 Forecast Sales of Organic Beverages by Category: % Value Growth 2019-2024

Organic Packaged Food in Bulgaria

HEADLINES

PROSPECTS

Increased disposable incomes allow consumers to prioritise clean eating

Organic honey sparks consumer interest

Parental focus on health drives growth of organic baby food

COMPETITIVE LANDSCAPE

Semper finds its place in thriving organic baby food

BG Quality Honey develops new packaging to compete with the big three

Health and wellness trend results in growth for Elit-Pro

CATEGORY DATA

Table 82 Sales of Organic Packaged Food by Category: Value 2014-2019
Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2014-2019
Table 84 NBO Company Shares of Organic Packaged Food: % Value 2015-2019
Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2016-2019
Table 86 Distribution of Organic Packaged Food by Format: % Value 2014-2019
Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2019-2024
Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2019-2024

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