During the COVID-19 pandemic in 2020 and 2021, consumers prioritised maintaining a healthy weight through a balanced diet rather than weight loss supplementing. The focus was more on long-term weight management as a step towards a healthier lifestyle, and less on weight loss quick wins.
The COVID-19 pandemic seriously limited growth in slimming teas as consumers were preoccupied with health rather than beauty and weight loss. Overall the consumption of teas was boosted; however, Bulgarians preferred herbal medicinal teas over slimming teas.
Direct sellers lead sales of meal replacement in Bulgaria. The leader, Herbalife Bulgaria, boosted its marketing and advertising efforts in 2021 through televisions ads and social media.
Obesity is an ongoing and serous challenge for public health in Bulgaria. The country is leading in terms of obesity rates and low levels of physical activity in the EU, according to Eurostat statistics.
Products that offer convenience, flexibility and time-saving are gaining importance amongst modern urban consumers in Bulgaria. This trend is driving the popularity of meal replacement products, such as protein shakes and powder proteins, as opposed to other weight management products.
During the pandemic, the digital channel gained even more importance as consumers spent more time at home and in front of their digital devices. Brand owners in weight management will sharpen their focus on leveraging social media and digital trends even more in the forecast period.
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Understand the latest market trends and future growth opportunities for the Slimming Products industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Slimming Products research and analysis database.
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