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The health crisis of COVID-19 accelerated the trend for health and wellness in Bulgaria and most segments performed well, though there were some losers. In terms of health and wellness beverages, COVID-19 benefitted the retail channel, but there were changes in behaviour. As people were obliged to stay at home, consumption shifted from on-the-go to home consumption, with consumers buying more larger formats and multipacks, which led to lower price per unit value sales.
Euromonitor International's Health and Wellness in Bulgaria report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Shift from on-the-go consumption to home consumption, which leads to lower price per unit purchases
Coca-Cola leads better for you beverages with Coca-Cola Zero Sugar
Reduced sugar beverages continues to rise
RECOVERY AND OPPORTUNITIES
Consumers more price sensitive over forecast period, due to economic fallout of COVID-19
Consumer caution about BFY reduced caffeine beverages despite heart health crisis
COVID-19 set to increase sales via e-commerce
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Sports drinks, in particular, suffer value decline
Energy drinks lead in fortified/functional beverages
A growing focus on health benefits functional teas
RECOVERY AND OPPORTUNITIES
Healthy retail value growth, but not as high as before COVID-19
Nesquik enters pods, appealing to parents and children
Personalisation drives value growth for higher-priced products
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 28 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
NH fruit and herbal tea strong performer as consumers look for natural health benefits in light of COVID-19
No major changes in competitive landscape in 2020
Tea continues to be the growth driver in NH hot drinks
RECOVERY AND OPPORTUNITIES
Naturally healthy beverages less expensive than other health and wellness beverages and will perform well over forecast period
Flavoured carbonated water gains share as substitute for regular carbonates
NH tea poised for high growth
CATEGORY DATA
Table 34 Sales of NH Beverages by Category: Value 2015-2020 Table 35 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 36 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 37 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 38 Distribution of NH Beverages by Format: % Value 2015-2020 Table 39 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Boost in organic value sales through e-commerce, due to COVID-19
Coffee brands are among top selling brands in 2020
Organic coffee continues to do well, but performance will be more muted over forecast period
RECOVERY AND OPPORTUNITIES
Muted growth over forecast period, as consumers more price sensitive
Store-based retailers use dedicated zones to improve access to organic beverages
Organic and local more closely aligned over forecast period
CATEGORY DATA
Table 41 Sales of Organic Beverages by Category: Value 2015-2020 Table 42 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 43 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 44 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 45 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 46 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 47 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Reduced fat products perform well, as people do more cooking at home
Leading player Mars profits from popular brands
Health campaigns ensure that reduced fat BFY packaged food remains buoyant
RECOVERY AND OPPORTUNITIES
More focus on sugar reduction rather than reduced fat over forecast period
Potential for reduced sugar products as consumers look to clean up their diet
Changing perception of reduced fat products
CATEGORY DATA
Table 48 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 49 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 51 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 52 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 53 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 54 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Stockpiling leads to increased value sales of certain products
Status quo remains in 2020, as players defer product launches
Alpro remains a household name in free from dairy
RECOVERY AND OPPORTUNITIES
Healthy value growth expected as consumers increasingly look to avoid gluten and lactose
Free from gluten poised for value growth over forecast period
Free from free packaged food could benefit from dampened value sales through foodservice
CATEGORY DATA
Table 55 Sales of Free From by Category: Value 2015-2020 Table 56 Sales of Free From by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Free From: % Value 2016-2020 Table 58 LBN Brand Shares of Free From: % Value 2017-2020 Table 59 Distribution of Free From by Format: % Value 2015-2020 Table 60 Forecast Sales of Free From by Category: Value 2020-2025 Table 61 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Fortified children's breakfast cereal performs well as parents look to protect their children from COVID-19
Nestle Bulgaria capitalises on consumers' pursuit of a healthy, satisfying breakfast
Probiotics benefit from increased interest in immunity-boosting foods
RECOVERY AND OPPORTUNITIES
Stockpiled products register lower value growth in 2021
Negative image of trans fats dampens value sales of FF butter and spreads
As consumers adopt healthier lifestyles, FF snack bars perform well
CATEGORY DATA
Table 62 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 63 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 64 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 65 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2015-2020 Table 66 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 67 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 68 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 69 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 70 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 71 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 72 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 73 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
NH honey quadruples value growth, as a natural immunity booster
Consumer trust drives increasing growth of private label
NH fruit and nut bars provide a healthy, convenient alternative to sugary snacks
RECOVERY AND OPPORTUNITIES
Healthy value growth expected for naturally healthy, which is more affordable than many other health and wellness products
Steady growth for Bulgarian kitchen staple NH olive oil
Consumers look for quality in NH honey over forecast period
CATEGORY DATA
Table 75 Sales of NH Packaged Food by Category: Value 2015-2020 Table 76 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 77 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 78 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 79 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 80 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 81 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Organic performs well due to COVID-19 and players freeze prices
Bio Bulgaria passes out Hipp to become leading player
Parental focus on health drives growth of organic baby food
RECOVERY AND OPPORTUNITIES
Muted growth over forecast period, as consumers more price sensitive
Private label a major contributor to affordability
Organic will lose out to naturally healthy and local
CATEGORY DATA
Table 82 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 84 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 86 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025