COMPETITIVE LANDSCAPE
Strong marketing campaigns crucial amidst fierce competition
In 2025, Nestlé’s Nescafé maintained its leading position in coffee in Bulgaria, supported by strong brand recognition and effective marketing. This helped the company protect its share despite competitors adopting aggressive pricing strategies.
Tchibo benefits from diversification strategies in 2025
Tchibo Bulgaria enjoyed growth in 2025, launching new products including capsules, roasted beans, and speciality blends, and increasing its brand visibility through a network of cafés and bakery outlets. Tchibo has also introduced geographically unique options such as Cafissimo Barista Caffè Crema Guatemala capsules, which diversified its product range and supply chain in response to weaker coffee harvests.
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Overview:
Understand the latest market trends and future growth opportunities for the Coffee industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Coffee industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Coffee in Bulgaria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Coffee in Bulgaria?
- To what extent are health considerations impacting consumption of Coffee in Bulgaria?
- What are the traditional preferences in Coffee in Bulgaria? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Coffee in Bulgaria?
- Which are the leading brands in Coffee in Bulgaria?
- How are products distributed in Coffee in Bulgaria?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Coffee?
- Where is future growth expected to be most dynamic?
Coffee in Bulgaria - Category analysis
KEY DATA FINDINGS
Coffee category faces significant challenges
Volume decline and value growth reflect soaring prices in 2025
Regional novelty attracts interest
High prices will continue to drive current value growth in the coming years
Premiumisation will continue apace, despite price-sensitivity
New taxes could see further price increases for sweetened coffee
Strong marketing campaigns crucial amidst fierce competition
Tchibo benefits from diversification strategies in 2025
Supermarkets leads coffee distribution in Bulgaria in 2025
E-commerce enjoys notable share growth as retailers adopt omnichannel approach
Hot Drinks in Bulgaria - Industry Overview
EXECUTIVE SUMMARY
KEY DATA FINDINGS
KEY INDUSTRY TRENDS
High inflation dampens purchasing power, leading local consumers to seek discounts and promotions
Demand for novel flavours and varieties increases
Functionality and wellness trends continue to shape innovation
Prices expected to continue rising, driving promotions and discounting
Premiumisation trend will continue, despite general price-sensitivity
Wellness trend and increased awareness will intensify demand for low-sugar formulations
Nestlé maintains its lead, despite fierce competition
Tchibo gains ground by focusing on multi-channel distribution
Supermarkets leads distribution thanks to wide assortment of hot drinks
E-commerce benefits from demand for convenience, availability, and value for money
FOODSERVICE VS RETAIL SPLIT
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Coffee
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
Coffee
This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Coffee research and analysis database.
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