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Learn moreJan 2021
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The health crisis of COVID-19 accelerated the trend for health and wellness in Bulgaria and most segments performed well, though there were some losers. In terms of health and wellness beverages, COVID-19 benefitted the retail channel, but there were changes in behaviour.
A state of emergency was imposed from 13 March until 13 May, with Bulgarians only allowed to leave their home to shop for groceries, walk pets or for healthcare purposes, with fines for those flouting the rules. Parks, playgrounds, schools and kindergartens closed, as did parliament.
Certain companies tweaked their product range as a result of COVID-19 and concerns around health. For example, some local tea players launched new blends, such as infusions containing ginger, hibiscus and rosehip, that were positioned as being able to relieve cold and COVID-19 symptoms.
Grocery retailers are the main distribution channel for health and wellness packaged food and beverages. Within grocery retailers, supermarkets and hypermarkets are key distribution channels for products with mass consumer appeal, such as fortified/functional and naturally healthy packaged food.
The pandemic led to a drastic slowdown in foodservice, with closures and reduced capacity requirements for most establishments. Both value and volume sales plummeted.
While health and wellness was a growing trend before COVID-19, the health crisis caused by COVID-19 has accelerated the health and wellness trend and value and volume growth will be healthy over the forecast period.
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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:
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Why buy this report?
This industry report originates from Passport, our Health and Wellness market research database.
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.