Health and Wellness in Bulgaria

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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