Executive Summary

Mar 2019
PROSPECTS
Quest for convenience shapes packaging trends in sports drinks

The sports drinks consumer base continued to grow in 2018, with the category attracting more urban women and teenagers, largely thanks to ongoing innovation and new pack sizes and designs. Due to the increasingly busy lifestyles of urban consumers, single-serve packs suitable for instant consumption fostered demand for alternative formats such as pastes and gels (eg Olimp Nutrition Fire Start Energy Gel) in pack types such as pouches, tubes and sachets.

Consumer confusion between sports drinks and functional bottled water

In line with global trends, a focus on wellbeing and longevity among urban consumers in Bulgaria fostered demand for functional beverages. However, mass consumers found it difficult to differentiate between these products, often confusing sports drinks with functional bottled waters.

Digitalisation trends to shape demand

The main target audience of sports drinks in 2018 remained Generation Z and millennials, whose busy lifestyles have led to them becoming increasingly aware of the importance of physical activity to maintaining one’s health and wellbeing. Younger generations spend hours on the internet, not only working but also shopping and for educational and entertainment purposes.

COMPETITIVE LANDSCAPE
Sports drinks becoming increasingly fragmented

In Bulgaria, functional foods and beverages and supplements are subject to fewer regulations than in many other countries. Easier access to categories such as sports drinks has led to a wide range of products and brands, the vast majority of which are imported.

Modern grocery retailers gain share

Due to the increasing popularity of sports drinks, modern grocery retailers have started to widen their product ranges, for example adding brands such as 4Move, Isostar and the Polish label Oshee. This is part of their strategy to boost value sales in categories which offer higher profit margins and cater for the increasing health and wellness demands of modern consumers, albeit at competitive prices.

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Sports Drinks in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Drinks in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in Bulgaria?
  • What are the major brands in Bulgaria?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in Bulgaria?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in Bulgaria?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Sports Drinks in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Quest for convenience shapes packaging trends in sports drinks
Consumer confusion between sports drinks and functional bottled water
Digitalisation trends to shape demand

COMPETITIVE LANDSCAPE

Sports drinks becoming increasingly fragmented
Modern grocery retailers gain share

CATEGORY DATA

Table 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Stable performance from soft drinks in 2018 despite first signs of an economic slowdown
Soft drinks benefits from a healthy tourist industry in Bulgaria
Multinational expansion in bottled water continues
More premium-positioned soft drinks gain ground
Health and wellness trend encourages manufacturers to reduce sugar content

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 45 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Bulgaria
Trends

SOURCES

Summary 1 Research Sources