Tea in Bulgaria

PROSPECTS

Tea sales will grow over the forecast period, however, sales of slimming fruit/herbal tea will suffer from competition

Tea sales in Bulgaria are expected to grow at a modest rate over the forecast period. Tea consumption is often associated with treatment of illness symptoms like cold or flu in Bulgaria.

Green tea profits from the health and wellness trend as retailers promote it based on its health benefits

Green tea recorded outstanding growth rates in 2019, driven by global health and wellness trends. A segment of the health and wellness trend is focused on Eastern medicine and culture, including the practice of yoga, meditation, and fruit/herbal teas that have additional health benefits.

Loose tea benefits from being on-trend, as consumers link the product to quality and authenticity

As the product is becoming increasingly on-trend, value sales of loose tea are benefiting, In all variations of tea; fruit/herbal tea, black tea and slimming tea, a growing number of consumers are preferencing loose tea, which, in line with the increasing wellbeing trend, is perceived to be of better quality and more authentic. In line with this positioning, metal tins used as convenient holders are growing in popularity, as well as paper bags used for packaging.

COMPETITIVE LANDSCAPE

British player Ahmad Tea benefits from the growing demand for premiumisation

British player Ahmad Tea experienced continual growth over the review period, resulting in substantial levels in 2019. Distributed by Axxon Bulgaria is an advantage for Ahmad Tea, which benefits from large availability and stable distribution, as well as being an established global brand with an attractive price-point.

Bioprograma EAD boosts its health and wellness positioning by expanding its offerings into herbal supplements and massage oils

Leading tea player Bioprograma EAD has been actively diversifying their products over 2019. The leader in fruit/herbal teas invested in expanding its product portfolio by entering non-food and drink arenas, with a range of herbal supplements and massage oils.

Tea is becoming more fragmented, as smaller, niche players target specific consumers through social media and internet retailing

Tea in Bulgaria is fragmented, with sales being led by Bioprograma EAD, Mercury P&P AD and Sofstok. The first two players are domestic producers with extensive experience in the field, focused mainly on local resources, which reflects their substantial presence in fruit/herbal tea.

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