The COVID-19 pandemic accelerated health and wellness trends in Bulgaria as consumers became increasingly aware of food and drinks’ health benefits. As a result, demand for especially fortified/functional packaged food and beverages with health benefits such as immune support, an energy boost, detox, or better mental health stimulated consumer interest in categories such as, FF bottled water, FF fruit/vegetable juice, FF protein/energy bars and FF snack bars with probiotics.
The 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 2017-2021, 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 2026 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 Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The 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 2017-2021, 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 2026 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 Type, Health Wellness by Prime Positioning.
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
EXECUTIVE SUMMARY- Health and wellness in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for health and wellness?
- Table 1 Sales of Health and Wellness by Type: Value 2016-2021
- Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
- Table 3 Sales of Health and Wellness by Category: Value 2016-2021
- Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
- Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
- Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
- Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
- Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
- Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
- Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
- Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
- Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
- Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
- Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
- Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
- Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- BFY reduced sugar beverages registers dynamic sales growth in 2021 due to new launches and repositioning
- Reduced caffein coffee sees moderate sales growth in 2021 as Bulgarians have a strong coffee culture
- Tourist season of 2021 boosts demand for BFY reduced sugar soft drinks
- BFY beverages set to continue benefiting from health and wellness trend during the forecast period
- Consumers likely to be more interested in larger pack sizes during the forecast period, thanks to convenience and price sensitivity
- Demand for reduced caffeine tea likely to rise and pandemic set to continue boosting e-commerce sales as consumers’ habits evolve
- Table 17 Sales of BFY Beverages by Category: Value 2016-2021
- Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
- Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
- Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
- Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
- Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- New product launches benefit from consumers’ focus on supplementation and rise in domestic travel in 2021
- Demand for FF juice drinks stimulated by parents being more mindfulness of health in 2021
- Extended lockdowns and closures of foodservice and schools lead to consumers shifting consumption to other distribution channels in 2021
- Demand for fortified/functional beverages likely to grow during the forecast period thanks to lasting preventive health trends
- FF bottled water set to become key growth driver of fortified/functional beverages over the forecast period
- FF energy drinks and FF RTD tea likely to become more popular during the forecast period thanks to younger consumers’ interest in their health
- Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
- Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
- Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
- Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
- Table 28 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
- Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
- Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
- Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
- Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
- Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Consumers’ increasing health awareness boosts demand for NH RTD green tea during 2021
- Rising interest in NH superfruit nectars boosts demand in 2021
- Increasing focus on ingredients drives interest in NH beverages in 2021
- Naturally healthy beverages less expensive than other health and wellness beverages but brands likely to focus on affluent consumers
- E-commerce set to boost sales of pricey naturally healthy beverages during the forecast period
- Promotions becomes more important in the forecast period due to rising unit prices
- Table 34 Sales of NH Beverages by Category: Value 2016-2021
- Table 35 Sales of NH Beverages by Category: % Value Growth 2016-2021
- Table 36 NBO Company Shares of NH Beverages: % Value 2017-2021
- Table 37 LBN Brand Shares of NH Beverages: % Value 2018-2021
- Table 38 Distribution of NH Beverages by Format: % Value 2016-2021
- Table 39 Forecast Sales of NH Beverages by Category: Value 2021-2026
- Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Demand for organic beverages slows in 2021 due to rising price sensitivity
- Demand for organic fresh coffee slows thanks to foodservices reopening in 2021
- E-commerce sees dynamic growth in 2021 thanks to distribution channel shifts
- Growing tea culture likely to stimulate demand for organic tea during the forecast period
- E-commerce set to remain key growth driver of organic beverages during the forecast period
- Organic juice likely to remain niche due to strong competition from home-made juice and smoothies
- Table 41 Sales of Organic Beverages by Category: Value 2016-2021
- Table 42 Sales of Organic Beverages by Category: % Value Growth 2016-2021
- Table 43 NBO Company Shares of Organic Beverages: % Value 2017-2021
- Table 44 LBN Brand Shares of Organic Beverages: % Value 2018-2021
- Table 45 Distribution of Organic Beverages by Format: % Value 2016-2021
- Table 46 Forecast Sales of Organic Beverages by Category: Value 2021-2026
- Table 47 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- BFY packaged food categories are differently affected in 2021, but overall sales rise
- Demand for BFY reduced sugar products increasing thanks to consumers becoming more health aware in 2021
- E-commerce thrives thanks to wide variety and availability of products in 2021
- Bulgarians prefer full fat dairy which is likely to lead to reduced sales in the forecast period
- Sales of reduced sugar food set to rise during the forecast period due to consumers indulging
- BFY packaged food likely to become more widely available during the forecast period
- Table 48 Sales of BFY Packaged Food by Category: Value 2016-2021
- Table 49 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
- Table 50 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
- Table 51 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
- Table 52 Distribution of BFY Packaged Food by Format: % Value 2016-2021
- Table 53 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
- Table 54 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Free from sees healthy sales growth thanks to rise in food prices in 2021
- Free from dairy registers negative demand in 2021 despite growing number of vegans
- More retail chains launching free from meat private label products in 2021
- Free from meat likely to see most dynamic demand during the forecast period
- Sales of free from gluten set to rise during the forecast period, supported by greater availability
- Greater variety of free from meat products likely to be launched during the forecast period
- Table 55 Sales of Free From by Category: Value 2016-2021
- Table 56 Sales of Free From by Category: % Value Growth 2016-2021
- Table 57 NBO Company Shares of Free From: % Value 2017-2021
- Table 58 LBN Brand Shares of Free From: % Value 2018-2021
- Table 59 Distribution of Free From by Format: % Value 2016-2021
- Table 60 Forecast Sales of Free From by Category: Value 2021-2026
- Table 61 Forecast Sales of Free From by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Sales of FF probiotic slow in 2021 and demand for FF milk formula declines
- Children’s FF breakfast cereals boosts demand in 2021
- Relaxation of restrictions leads to rise in demand for on-the-go FF snacks in 2021
- Health and wellness to remain a priority, encouraging sales of FF yoghurt during the forecast period
- Innovation expected in FF confectionery during the forecast period
- Demand for FF snack bars set to rise during the forecast period, thanks to consumers returning to sports
- Table 62 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
- Table 63 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
- Table 64 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
- Table 65 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2016-2021
- Table 66 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
- Table 67 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
- Table 68 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
- Table 69 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
- Table 70 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
- Table 71 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
- Table 72 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
- Table 73 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
- Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Demand for naturally healthy packaged food remains robust in 2021
- Sales of NH fruit and nut bars rise thanks to on-the-go consumption restarting in 2021
- Launch of new NH high fibre food ranges drive sales in 2021
- Value sales of high fibre foods set to rise during the forecast period due to increasing input prices
- More widely distributed NH honey brands set to boost demand during the forecast period
- Indulgent yet health promoting NH snacks likely to remain popular during the forecast period
- Table 75 Sales of NH Packaged Food by Category: Value 2016-2021
- Table 76 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
- Table 77 NBO Company Shares of NH Packaged Food: % Value 2017-2021
- Table 78 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
- Table 79 Distribution of NH Packaged Food by Format: % Value 2016-2021
- Table 80 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
- Table 81 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Reduced overhead costs and e-commerce drive sales of organic packaged food in 2021
- Organic milk and yoghurt registers negative sales growth, while organic chilled processed meat and seafood see a double-digit sales increase in 2021
- Organic chocolate confectionery and organic cereal bars see exceptional growth in 2021, due to indulgence trend
- More affordable organic packaged food set to drive demand during the forecast period
- More affordable and premium organic dairy brands likely to benefit consumers during the forecast period
- Provenance becoming more important and likely to drive demand for organic chilled processed meat and seafood during the forecast period
- Table 82 Sales of Organic Packaged Food by Category: Value 2016-2021
- Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
- Table 84 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
- Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
- Table 86 Distribution of Organic Packaged Food by Format: % Value 2016-2021
- Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
- Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
