PROSPECTS AND OPPORTUNITIES
Value growth sustained by premiumisation and stable high prices
Retail sales of drinking milk products are projected to continue increasing over the forecast period, with growth largely driven by value rather than volume. Price retention at a high level is expected, supported by elevated production costs, higher retailer operating expenses, and persistently strong wage growth.
Health-focused innovation to drive demand for high-protein and lactose-free products
Health and wellness trends will continue to reshape the drinking milk landscape, with high-protein and lactose-free options seeing particularly strong growth. These products appeal to a broad base of consumers, including sports and fitness enthusiasts, weight-conscious individuals, and those with dietary restrictions.
Product and production innovations supported by regulatory developments
Product innovation will also be a significant growth driver, particularly with the anticipated penetration of so-called “fresh fresh milk” – raw milk packaged for retail within 48 hours of milking, without undergoing any heating or equivalent treatment before pasteurisation. With a short seven-day shelf life, this format offers a fresh taste profile and a more artisanal positioning, though its production will be subject to regulation under an upcoming Ministry of Agriculture ordinance.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products in Bulgaria?
- Which are the leading brands in Drinking Milk Products in Bulgaria?
- How are products distributed in Drinking Milk Products in Bulgaria?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Drinking Milk Products?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Bulgaria?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Drinking Milk Products in Bulgaria - Category analysis
KEY DATA FINDINGS
Value growth supported by higher prices and import penetration
Category leadership strengthened by diversified portfolios
Modern grocery remains dominant while e-commerce gains momentum
Value growth sustained by premiumisation and stable high prices
Health-focused innovation to drive demand for high-protein and lactose-free products
Product and production innovations supported by regulatory developments
Dairy Products and Alternatives in Bulgaria - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
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 Drinking Milk Products research and analysis database.
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