Naturally Healthy Packaged Food in Bulgaria

PROSPECTS

NH fruit and nut bars records highest current value growth

The current value growth of NH nut and fruit bars was the most dynamic in the category in 2018. This was due to the healthier living trend in addition to demand for greater convenience.

High fibre diet continues to positively impact category

Due to the desire to consume healthier food and to take care of their nutritional intake, Bulgarians gained an increasing interest in high-fibre packaged food. The benefits of a high-fibre diet are no longer restricted to physically active individuals.

NH olive oil holds largest value share

Considering the boom of the Mediterranean diet and the proximity of Bulgaria to Greece, one of the biggest nearby producers of olive oil, it is unsurprising that NH olive oil held the highest value share within naturally healthy packaged food in 2018. The evolving of the healthier lifestyle trend had a positive impact on sales of NH olive oil, as it is considered to be a healthier alternative to sunflower oil.

COMPETITIVE LANDSCAPE

Dobrudzhanski Hlyab AD and brand Vita lead NH high fibre bread

Dobrudzhanski Hlyab AD recognised the demand for more wholegrain and high fibre food in Bulgarians’ diets and launched its brand Vita to satisfy this trend. The success of the brand is due to the great variety of products, good communication and massive advertising strategy.

Costa d'Oro continues to retain lead brands of NH olive oil

Costa d’Oro is one of the best-known olive oil brands in Bulgaria. It is perceived as being superior and its quality to be its best unique selling point.

Private label holds strong value share in naturally healthy packaged food

In addition to the large international brands recognising the trend for healthier living amongst Bulgarians, including greater fibre intake and naturally healthy packaged food in general, the big retail chains have also taken note. Chains such as Lidl and Billa have invested more in their healthier sections and promoted them in 2018.

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