A detailed market research report on the Bulgaria beer industry. Researched and published by Canadean. Introduction and Landscape
Why was the report written?
This report comprises of high level market research data on the Bulgaria beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing. What is the current market landscape and what is changing?
Though more stable than most EU countries the Bulgarian economy is yet to begin its recovery. However, macroeconomic indicators showed some improvement with GDP growing by 1.7% in 2011 compared with0.4% in 2010; inflation falling and exports significantly growing; unemployment rose slightly to 11.2% while the share of active age population declined marginally to 66%. Consumers as well as companies are still burdened by high levels of debt, although partly helped by the rise in personal bank savings, as consumers prepared for an uncertain future which additionally limits consumption.What are the key drivers behind recent market changes?
With many businesses switching operations to export due to falling domestic consumption, they continue to rely even more than before on low labor costs as a means to increase competitiveness. With consumption levels low but now stable, companies operating domestically have acquired confidence and begun investing and expanding operations. Brewers have been no exception with all leading companies adapting portfolios and streamlining manufacturing, distribution and marketing operations.What makes this report unique and essential to read?
The Bulgaria Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.Key Features and Benefits
Key Market Issues
- This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Bulgaria Beer industry. Data includes volumes from 2007 to 2011 plus forecasts for 2012, enabling historical and current trend analysis.
- This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
- This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
- This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles of major brewers
- This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.
- Although the Bulgarian economy is yet to begin its recovery, it has stabilized and beer consumption grew in 2011 halting a 3 year decline
- In 2011 the three leading brewers managed to keep their combined volumes by putting an emphasis on discount offerings in their portfolios and by investing heavily in marketing and distribution.
- Domestic brewers have compensated the high marketing investments and PET raw material prices to some extent by reducing extract content and thus manufacturing and excise costs. However this can hurt consumer confidence in their brands in the long run. With domestic brewers expected to keep their volumes by sustaining their high marketing and distribution investments and continuing to focus on the discount brands in their portfolios their overall volumes are expected to remain stable.
- Previously restricted only to the super premium segment multipack offerings became more prominent in 2011with the rise in discount chains and the multipack offerings of canned Private Label products they offer.
- The three leading brewers are expected to expand their portfolios in 2012 with additional fruit mix and stout/ale mainstream priced offerings aided by considerable marketing investment which although unlikely to reach considerable share of their total volumes should provide some incremental volume to help them sustain their volumes.
- The beer category recorded growth for the first time since 2007
- Discount products grew dramatically at the expense of both the mainstream and premium segments.
- Brewers invested heavily in marketing and distribution to help maintain market share
- As the leading companies sought to exploit the increased demand for low priced offerings, PET packaged products increased in variety including even mainstream and premium brands.
- Large PET offering of over 200cl continued to rise in share at the expense of 150cl bottles