Other hot drinks is a niche area in Bulgaria, accounting for a small fraction of hot drinks sales and being dominated by chocolate-based powdered drinks, which are typically targeted strongly at children.
Pod technology is opening up an opportunity for hot drinks. During the review period, several brands launched pods for hot drinks in Bulgaria.
Over the forecast period, the area is expected to undergo a degree of premiumisation, driven by retailers specialised in coffee, organic, and health and wellness products. This will reflect demand from millennials and further generations, as their importance expands.
Other hot drinks in Bulgaria is highly concentrated, with the top three companies (Nestlé, Mondelez, and Tymbark) dominating value sales. Due to well-developed distribution within modern retailers and well-established and known names, Nesquik from Nestlé is expected to continue to lead sales.
During the review period, other hot drinks did not register any significant marketing campaigns, while no outstanding novelties were introduced to support sales of these drinks in Bulgaria. It is expected that established players, which strongly target children, will focus on reducing sugar in their recipes and put an emphasis on fortified formulas and the presence of vitamins.
Along with increasing demand for sophisticated drinks among urban city dwellers, the recipes of drinks served on-trade are about to transform. Picky millennials will demand extraordinary experiences, thus triggering the appearance of crafted chocolate-based other hot drinks.
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This industry report originates from Passport, our Hot Drinks market research database.