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