Bulgaria

In Bulgaria, liquid concentrates have emerged as a cost-effective option for soft drink preparation amid tightened household budgets. This shift towards more affordable alternatives has temporarily slowed the category's decline. However, concentrates…

Energy drinks benefits from constant innovation and improved distribution. Producers are challenging traditional perceptions of energy drinks by introducing sugar-free variants and incorporating healthier ingredients like fruit juice, green tea or…

The hot drinks market in Bulgaria in 2023 is significantly influenced by the cost-of-living crisis. With an inflation rate among the highest in the EU, Bulgarian consumers are experiencing squeezed disposable incomes and escalating grocery product…

100% juice is posting stable growth in Bulgaria in 2023, maintaining popularity due to its perceived freshness, nutritional value and alignment with health and wellness trends. Despite this, its growth potential is somewhat hampered by ongoing…

In Bulgaria's other hot drinks category, chocolate-based flavoured powder drinks maintains the largest volume share despite facing several challenges. These challenges include declining birth rates and a growing consumer preference for low-sugar…