Hot drinks in Bulgaria continued to see fast off-trade current value growth in 2024. By comparison, modest growth was seen in off-trade volume sales of hot drinks overall at the end of the review period, with tea the fastest-growing category.
Hot drinks in Bulgaria witnessed a growing demand for functional ingredients and products with perceived health benefits. Consumers increasingly opted for non-alcoholic drinks that offered more than just hydration or taste.
The leading players in the main category, coffee, Nestlé Bulgaria and Jacobs Douwe Egberts accounted for more than one half of retail value sales of hot drinks. Both companies leveraged good representation in different hot drinks categories and across all price points.
E-commerce continued to register dynamic off-trade volume and value growth in hot drinks in 2024. The emergence of independent e-commerce players, alongside chained grocery players with an omnichannel approach, boosted the online channel’s performance.
Foodservice continued to outperform retail in terms of volume growth in hot drinks in 2024. Many consumers were willing to pay higher prices for hot drinks in foodservice settings to enjoy the experience, sociability and ambience.
The on-trade channel is projected to continue to outpace the off-trade channel in volume growth terms through the forecast period. As the economic situation improves, more consumers are likely to drink coffee in cafés, specialist coffee shops, etc.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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