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?
Several years of static income levels due to the export-oriented economy and static levels of government social expenditures led to critical levels of social tensions, change of government and widespread public protest in February and during the summer against the old and new governments.
What are the key drivers behind recent market changes?
Despite the slightly warmer than average weather at start and end of the year, the cool summer hurt sales in categories with high seasonality and negated the general trend of 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 Q42013vs Q42012, together with provisional 2013 volumes and latest2014 forecasts
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 Q42013 vs Q42012, provisional2013 volumes, moving annual totals (MAT) and latest 2014 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 flavors. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavor, pack type, pack size, retail price and selected pack shots) and the latest industry news.
This quarters special focus is on Functional and Flavored Waters
Key Market Issues
Despite the long-term moderately positive outlook of the economy, consumer purchasing power is expected to remain severely contracted.
The higher social expenditure promised when the new government took office has largely not materialized. As a result consumption levels have remained stable at their low level. Although the political crisis led to some fears about the macroeconomic stability of the country the easing of social tensions in the end of the year put such fears to rest for now.
Iced/rtd tea drinks were the only category to decline (-6%) mainly due to the fact the winter marketing campaign by Nestle in 2012 was not repeated in 2013.
Alcoholic drinks preformed particularly well, especially beer, as leading brewers invested in their stout offerings.
Soft drinks had a strong quarter with only iced/rtd tea drinks in decline and carbonates stable.
Private Label products showed slightly positive results in 2013 across all categories as discount chains gained ground on mainstream chains which in turn expanded PL portfolios.