Bulgaria Quarterly Beverage Tracker Report Q3 2013




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Product Synopsis

Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Bulgaria beverage market

Introduction and Landscape

Why was the report written?

In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator

What is the current market landscape and what is changing?

Soft drinks saw a modest performance in Q3-13. Heavy producer investment paid off for some categories but the cool summer did have an overall negative affect. Alcoholic beverage were also affected by the cool weather, with customers switching from beer to wine and spirits

What are the key drivers behind recent market changes?

The cold July had a serious negative impact on categories with high seasonality, although the political situation has stabilized for now. The promises for increased social expenditure by the government create opportunity for mild growth.

What makes this report unique and essential to read?

Designed for clients who want to understand the latest trends in the Bulgaria beverage industry and want more detail and analysis on this data. Canadean's Bulgaria Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments

Key Features and Benefits

  • Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
  • An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. Selected retail pricing data is given for the most recent quarter and the previous four quarters, enabling analysis of price movements. 
  • Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
  • Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavour, pack type, pack size, retail price and selected pack shots) and the latest industry news.

Key Market Issues

  • After a short period of uncertainty, due to a lapse in consumer confidence and VAT reimbursements delays, the economy returned to a stable state, helped by the promises of the new government for higher social expenditure and the scrapping of plans to raise taxes which was achieved by the scaling back of plans for strategic infrastructure projects.
  • Despite the mild winter and average spring, the cool weather in July shortened the active period for categories with high seasonality significantly, thus negating the generally slightly positive outlook on the market.
  • Substantial marketing and distribution investments by the leading companies have negated the adverse effect of premium prices on juice volumes, although decline has still been seen.
  • The cool summer stunted outdoor consumption of beer, with consumers instead switching to wine or spirits.

Key Highlights

  • Most categories featuring Private Label products should show slightly positive results in 2013 as discount chains gain ground on mainstream chains which in turn expand PL portfolios.
  • Fruit powders experienced 4% growth in Q3-13 as the well developed distribution of the dominant manufacturer Kendy enabled it to saturate the market and capitalize on the high demand for budget offerings
  • The cool summer has helped spirits gain volume through limited beer consumption and lower use of still drinks for mixing with spirits.
  • White milk grew by 1% in Q2-13, as the continuing decrease in illegal street sales was negated by the improvement of traditional trade distribution of packaged products