Just Published: "Rtds/High-Strength Premixes in Bulgaria"

Overall volume sales of RTDs/high-strength premixes declined by 3% in 2014, compared with a decline at a CAGR of 6% over the review period. Thus, the category continued to decline in 2014. As the category gradually shrinks, the rate of decline is becoming less pronounced compared with the earlier years of the review period.

Competitive Landscape

Sofstock was the leading company in 2014 with a 52% volume share. It managed to remain the top ranking thanks to the strength of Bacardi as a brand name and early mover advantage. It is distributed through a variety of bars, clubs and through modern grocery retailers. In 2014, the company concentrated on its existing range and maximising sales in a declining category. Its main marketing tactics included promotions in bars and clubs and the branding of bars in seaside locations. Diageo Bulgaria occupied second place with a volume share of 38% in 2014. It competes with Smirnoff Ice and did not extend its line with new flavours in 2014. Diageo Bulgaria preferred to concentrate on developing its more-profitable products within whiskies, with a specific focus on lower-priced and super-premium products. As a result, its involvement in RTDs/high-strength premixes was low.

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Industry Prospects

The negative development of RTDs/high-strength premixes is not expected to change over the forecast period, with total volume sales set to decline at a CAGR of 2%. Products will continue to face a threat from more-modern, better-imaged and cheaper offerings, mainly from the growing number of brands within flavoured/mixed lager and cider. These product categories are seen as substitutes as they have similar product characteristics and target similar consumer groups (eg the infrequent alcoholic drink consumers, the 18-35 year olds and female consumers).

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTDs/High-Strength Premixes industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes in Bulgaria market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market volume shares
* Five year forecasts of market trends and market growth

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