The ready meals category in Bulgaria has continued to develop well in 2021, remaining positive in terms of value sales growth although the spike in volume sales growth of the previous year has now plateaued. While demand for frozen pizza is dipping slightly owing to strong gains in 2020, volume sales of prepared salads and shelf stable and chilled ready meals are further increasing in 2021.
The higher quality of the products has been the central message from ready meals producers. Therefore, the leading brand in prepared salads, Kenar, has launched a series of salads called Kenar Green Line, which are without preservatives and are fortified with probiotics.
Modern grocery retailers continues to dominate the distribution of ready meals in Bulgaria. The channel’s main advantages are its most comprehensive product variety and the fast development of its private label ranges.
The ready meals category will continue to grow over the forecast period, with retail volume sales likely to rise at the same rate as they did over the review period. However, value sales performance will be slightly reduced compared with the review period, based on the expected further development of private label products and the deepening of price promotions.
Although more businesses will switch to distance working in the future, it will not mean an increase in home cooking. People working from home, especially young people, are more likely to use their free time to go to the gym or attend sports, cultural and social events.
Salads are an essential part of traditional Bulgarian food given their nutrition, and prepared salads will develop particularly well over the forecast period. Packaged fresh salad will become increasingly popular because of the modern demand for healthy, convenient products for everyday use.
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Understand the latest market trends and future growth opportunities for the Ready Meals industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Ready Meals
This is the aggregation of shelf stable, dried, chilled and frozen ready meals. They have a high degree of readiness and convenience. In most instances they are ready-to-heat or ready-to-eat. Ready meals are generally accepted to be complete meals that require few or no extra ingredients. However, in the case of shelf stable ready meals, the term also encompasses meal 'centres’.
See All of Our DefinitionsThis report originates from Passport, our Ready Meals research and analysis database.
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