Sauces, Dressings and Condiments in Bulgaria

PROSPECTS

Evolving tastes and increasingly adventurous approach to cooking to spur growth

Bulgarian consumers are constantly changing their attitudes towards sauces, dressings and condiments and a wider range of products is becoming popular among a mass audience. The main reason for this is the increasing influence of culinary-themed television shows, while the trend towards healthier food and better nutrition has led to demand shifting towards products made using natural ingredients.

Ketchup, mayonnaise and herbs and spices to remain the biggest sellers

Ketchup and mayonnaise are set to remain the most popular categories in sauces, dressings and condiments over the forecast period and this is mainly due to the influence of the consumer foodservice industry, which has made these products very popular among a wide base of consumers. Rather than being used as a salad dressing, mayonnaise is used primarily as a dipping sauce and it is also a key ingredient in various popular salad-like dishes, while ketchup is among the most popular condiments for meat and fried food.

Sales set to shift towards modern channels

The retail distribution of sauces, dressings and condiments is already dominated by modern retailers and the forecast period is set to see further shifts in favour of supermarkets, hypermarkets and discounters. Independent small grocers is set to take the heaviest hit as consumers increasingly abandon traditional channels for the wider range of products available at lower prices in modern outlets.

COMPETITIVE LANDSCAPE

Mercury P&P remains in the lead

Local player Mercury P&P is the leading name in sauces, dressings and condiments and this is due to the very strong reputation for quality that its dried herbs, spices and seasonings have among Bulgarian consumers. The company operates a state-of-the-art production plant with ISO 9001: 2000 and IFS certification, making it unique in the country.

Domestic players dominate due to consumer preference for local products

Sales of sauces, dressings and condiments are dominated by domestic companies with in-country production facilities offering local brands. The main reason for this is that the prices of local products are invariably considerably lower than imported options whilst also offering quality which is at least the equivalent of foreign brands.

TV advertising remains a major feature of the category

All of the leading companies in sauces, dressings and condiments promote their brands through television advertising campaigns. Indeed, Deroni, Picantina and Maggi are among the most advertised packaged food brands in the country and all of these brands, among many others, have a consistent media presence throughout the year.

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