Weight Management and Wellbeing in Bulgaria

PROSPECTS

Liquid drainers trending over the review period

Liquid drainers positioned as weight loss supplements enjoyed great popularity in 2017-2018, driven by extensive marketing campaigns and increasing product variety. Liquid drainers were perceived as a natural and innovative method to reduce weight without side effects.

Rising wellness in Bulgaria fosters long-term approach to weight management

Following global trends, Bulgarian consumers increasingly view weight management in the context of longevity, mental, physical health rather than a function of specific weight targets in a short period of time. The growing popularity of yoga and vegan lifestyles amongst urban consumers boosted the popularity of diets incorporating raw foods such as fruits, nuts, vegetables, spices and herbs.

Digitalisation trends shape attitudes towards weight management

The sports culture has increased dramatically amongst the younger urban population in Bulgaria. Awareness amongst the digital generation regarding the need to maintain healthy weight and an attractive physique became a key aspect of the emerging modern urban culture.

COMPETITIVE LANDSCAPE

Direct sellers intensively compete

At the end of the review period, Herbalife Bulgaria - a pioneer amongst direct sellers in meal replacement in Bulgaria, was increasingly challenged by more aggressive direct sellers such as Amway and Oriflame Bulgaria. The ability and competence of direct sellers to engage directly with consumers on an individual level was in line with the popular individualisation trends in weight management.

Vitaslim Bulgaria leveraging innovation trends in weight management

The local leader Vitaslim OOD was pressured by growing competition to sustain an innovative image and consumer loyalty. In 2018, the company made several new launches, mainly brand extensions of existing brands, with different formats or pack sizes such as Vitaslim Dren in liquid format, Vitaslim Line chewing gum, and Vitaslim Eat&Fit raw bar.

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