Cider/Perry in Bulgaria - New Study Released

Cider is an excellent example of how a category can be opened and become trendy as a result of advertising and brand positioning. In 2014, advertising for the main brands Somersby and Carling British Cider continued and more consumers were attracted to these types of products. Both brands are positioned as having a trendy British heritage and the unusual and quirky visualisation of related advertising helped these products to appeal to younger Bulgarians. Cider products have been available in Bulgaria since 2006 but they mainly satisfied demand from foreign tourists and were sold in the seaside and winter resorts; however, cider recorded more significant development in 2012 after Carlsberg Bulgaria started promoting its brand Somersby. Kamenitza followed and launched the rival brand Carling British Cider in 2014. Cider fits well with the latest fashion for drinking light and fruit-flavoured alcoholic drinks, which began through flavoured/mixed lagers.

Competitive Landscape

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Carlsberg Bulgaria led cider/perry in 2014, recording a 58% volume share. It was the company that ignited category growth with the launch of Somersby in 2011. It has managed to stay on top since then by establishing a distribution network mainly through modern grocery retailers and trendy bars. In shops, its products are prominently displayed, often in special racks, which additionally draw attention to the brand Somersby.

Industry Prospects

Cider is expected to become more attractive to newcomers, after two of the strongest multinational beer companies launched their products. These products are still seen as fashionable and this image will continue to be fuelled in the coming years with advertising from the main players Carlsberg Bulgaria and Kamentza. New product development in the form of line extensions for Somersby and Carling British Cider, as well as the launch of third party brands, is expected to aid development of the category. Cider/perry is projected to grow at a CAGR of 2% in total volume terms over the forecast period, which is a significant drop from growth at a CAGR of 36% registered over the review period. As more brands become available and market matures, growth will naturally subside.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry 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 Cider/Perry industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.



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