Ice Cream and Frozen Desserts in Bulgaria

PROSPECTS

Single portion dairy ice cream will continue being the main type of ice cream consumed in Bulgaria

In both value and volume terms, ice cream performed well in 2018. Consumption of ice cream continues to grow supported by the developing convenience trend and strong marketing campaigns by leading players.

Beneficial economic conditions drive interest in new and specific subcategories

Beneficial economic conditions together with rising disposable incomes influence overall growth of these products. Although seasonality affects consumption, the category has enjoyed stable healthy performance.

COMPETITIVE LANDSCAPE

Multinationals dominate the category

Nestlé and Unilever are the two key players that dominate ice cream in Bulgaria. These are the manufacturers with the highest growth and revenue share as well as offering the highest variety of products.

Constant advertising in high season key to success

In 2018, Nestlé Ice Cream Bulgaria AD continued to be the biggest advertiser in ice cream. The company focused on its well-known Boss ice cream and employed TV, print and outdoor as classic channels for promotion.

Distribution of premium and well-known brands as competitive weapon

Izida OOD is the biggest distributor of ice cream in Bulgaria and apart from being an ice cream producer, the company works in partnership with Mars and distributes the latter’s ice creams brands – Mars, Snickers and Bounty. Since 2018, the company has started distribution in Bulgaria for the brand Häagen-Dazs in the premium price segment.

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