Bulgaria Beer Market Insights 2010 by Canadean

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Synopsis
Canadean’s 2010 Bulgaria Beer Market Insights report provides a comprehensive view of the industry structure, latest industry developments and trends within this market. Comprising of textual analysis and data tables, the report includes comprehensive analysis of the market including legislation and taxation information and a detailed overview of current and emerging trends. The report looks at the structure of the beer industry, with profiles of the leading players. Comprehensive market segmentation data (by price segment; by alcoholic strength; by local segmentation; and by beer type) is backed up by market valuation and pricing data, including selected consumer beer prices. A detailed analysis of all major domestic and imported brands is provided, including a review of new product activity in 2009. Distribution channels (on- vs off-premise) are analysed and packaging trends including beer consumption by pack material, type, size, and refillable vs non-refillable are also included.

Summary
Canadean’s 2010 Bulgaria Beer Market Insights report provides a comprehensive view of the industry structure, latest industry developments and trends within this market. Comprising of textual analysis and data tables, the report includes comprehensive analysis of the market including legislation and taxation information and a detailed overview of current and emerging trends. The report looks at the structure of the beer industry, with profiles of the leading players. Comprehensive market segmentation data (by price segment; by alcoholic strength; by local segmentation; and by beer type) is backed up by market valuation and pricing data, including selected consumer beer prices. A detailed analysis of all major domestic and imported brands is provided, including a review of new product activity in 2009. Distribution channels (on- vs off-premise) are analysed and packaging trends including beer consumption by pack material, type, size, and refillable vs non-

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									BEER SERVICE
Canadean Contacts:
Debra Richards, Sales Support Manager: +44 (0)1256 394227
Alison Bodnar, Sales Support Administrator: +44 (0)1256 394287




Copyright
Information contained in Canadean reports is confidential and for use only by clients of Canadean with valid contracts.
All copyright in these publications is reserved. No part of this report may be reproduced, stored in a retrieval system, or
transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise) without prior
permission of the copyright owners.

Liability
Whilst every effort has been made to ensure that information contained in this report is accurate and that opinions
expressed are sound, Canadean Ltd cannot be made liable for any errors, omissions or incorrect information or for any
loss or consequential losses arising as a result of decisions taken based on the contents of this report.

Canadean prints its reports on 100% recycled paper using 80% post consumer waste.
Wisdom Databases and Reports available from the Canadean Beer Service in 2010:




 Asia

       Australia                   Indonesia                     Philippines                Taiwan
       China (+ 4 regions)         Japan                         Singapore                  Thailand
       Hong Kong                   Malaysia                      South Korea                Vietnam
       India

 Americas
       Argentina                   Chile                          Guatemala                  Panama
       Brazil                      Colombia                       Honduras                   USA
       Canada                      Costa Rica                     Mexico                     Venezuela
                 (1)
       Caribbean                   El Salvador                    Nicaragua

 West Europe
       Austria                     Germany                        Italy                      Spain
       Belgium                     Greece                         Netherlands                Sweden
       Denmark                     Ireland (Republic)             Norway                     Switzerland
       Finland                     Ireland (Northern)             Portugal                   United Kingdom
       France

 East Europe
       Bulgaria                    Hungary                        Romania                    Slovenia
       Croatia                     Latvia                         Russia                     Turkey
       Czech Republic              Lithuania                      Serbia                     Ukraine
       Estonia                     Poland                         Slovak Republic

 In addition to above reports, topline data is also available for another 120 countries.
 (1)
       Includes data on: Antigua, Aruba, Bahamas, Barbados, Belize, Bermuda, British Virgin Islands, Cayman Islands,
       Cuba, Dominica, Dominican Republic, Grenada, Guadelupe, Guyana, Haiti, Jamaica, Martinique, Netherlands
       Antilles, Puerto Rico, St Kitts, St Lucia, St Vincent, Surinam and Trinidad & Tobago.




       Global Beer Trends – Excel Report
       Global Brewer Analyser – Excel Report

For more information on Canadean’s Beer Service, Wisdom or any of Canadean’s other beverage services or consulting,
please contact Canadean: tel +44 (0)1256 394224, email sales@canadean.com or visit www.canadean.com
             Market Insights                        Bulgaria




CONTENTS

Data Revisions Summary

Executive Summary

Section 1       Market Context

Section 2       Market Background Briefing

Section 3       Market Update

Section 4       Brewer Profiles


Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map




                                                        Contents
                                             Beer Service/Jun-10   1
            Bulgaria      Market Insights




    Contents
2   Beer Service/Jun-10
          Market Insights                                                       Bulgaria

Caveat: Canadean has updated the population data and also changed sources; previously, the
population data was based on UN data and Canadean has moved to IHSGlobal Insights (IHSGI). The
full time series has been updated so that per capita trends remain intact.

Population data is put together by IHSGI from a range of sources, including UN, local national
statistical offices, IMF and OECD. For further information please see www.ihsglobalinsight.com.




                                                                        Data Revisions Summary
                                                                            Beer Service/Jun-10   1
            Bulgaria         Market Insights




    Data Revisions Summary
2   Beer Service/Jun-10
               Market Insights                                                                                                  Bulgaria


                                                 EXECUTIVE SUMMARY
EXECUTIVE SUMMARY .................................................................................................................................. 2




                                                                                                                        Executive Summary
                                                                                                                        Beer Service/Jun-10        1
             Bulgaria                                                               Market Insights

EXECUTIVE SUMMARY


Bulgarian Beer Market hit by the economic downturn, while pricing changes bring about balance

Bulgaria’s beer market dropped by 9% in 2009 and expects further losses this
year, as the economic downturn hits home hard.

Under the strain of falling demand and deteriorating consumer confidence,
brewers have focused on value products. Although the discount price segment
fell from 2008 to 2009 (like all other segments), it was the only one which
came close to holding its own, with growth almost stagnant.

Keen pricing shifted the discount and premium segments closer to the price
levels of mainstream beer. Further strategies will have to be implemented if
the effects of the economic downturn are to be countered and the beer market is to recover in 2010.


Bad news for on-premise meant good news for off-premise

The on-premise channel suffered the biggest fall among channels in 2009, with all sub-channels losing
volume. As a result, Horeca outlets lost some status in the battleground for distribution deals.

This was highly beneficial for modern retail sub-channel of off-premise, which saw a substantial increase.


PET packaged beer commands the market

PET packaged beer took over half of the local market and began a foray into the single-serve market, with
some considerable 2009 performances.

Meanwhile, both ref and nr glass formats suffered greatly, as did draught beer. Draught beer can be
considered as no surprise, given how much on-premise was affected.


Modern retail and modern trade the way forward

The rapid growth of the modern retail sub-channel has resulted in increased volumes of Private Label
products, as well as imports of affordable (mainly German) beer. This will significantly affect the landscape of
the beer market in 2010, as the focus on off-premise continues.

As other off-premise sub-channels suffered much during 2009, modern retail may well be the way forward for
2010.




      Executive Summary
2     Beer Service/Jun-10
                 Market Insights                                                                                                          Bulgaria


                                                            SECTION 1
                                                         MARKET CONTEXT
MARKET CONTEXT ........................................................................................................................................ 2
 Market Environment ............................................................................................................................................ 2
 The Consumer Palate ......................................................................................................................................... 2
 All Commercial Beverages .................................................................................................................................. 3
 Legislation and Taxation ..................................................................................................................................... 3
MARKET PARAMETER TABLES ..................................................................................................................... 5
 Table 1.2 – Economic Indicators, 2001-2011F ................................................................................................... 6
 Table 1.4.1 – East Europe Beverage Consumption Per Capita – Litres Per Capita, 2000-2010F ..................... 7
 Table 1.4.2 – East Europe Beverage Consumption Per Capita – % Share, 2000-2010F .................................. 8
 Table 1.4.3 – East Europe Beverage Consumption Per Capita – Growth, 2000-2010F .................................... 9
LEGISLATION AND TAXATION TABLES ...................................................................................................... 10
 Table 1.5.1 - Taxation Base .............................................................................................................................. 10
 Table 1.5.2 - Historical Excise Rates of Beer ................................................................................................... 10
 Table 1.5.3 - Legal Controls on Beer ...................................
								
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