COMPETITIVE LANDSCAPE
Coca-Cola remains ahead of the rest
CocaCola maintains its leading position in Bulgaria’s juice category thanks to its wide portfolio and well-established position, which includes brands such as Cappy (nectars). Its extensive distribution network, marketing strength and continued investment in healthier and premium juices managed to secure continued its leadership in 2025, while price promotions were paramount to the company’s success during the year.
Smart Organic enjoys expansion
Smart Organic, meanwhile, was the most dynamic company overall in 2025. Throughout the year, Smart Organic focused on expanding its range of organic juices, smoothies and lemonades under brands such as Bett’r, emphasising natural ingredients and low sugar.
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Overview:
Understand the latest market trends and future growth opportunities for the Juice 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 Juice 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 Juice 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 Juice in Bulgaria?
- To what extent are health considerations impacting consumption of Juice in Bulgaria?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Juice in Bulgaria?
- Which are the leading brands in Juice in Bulgaria?
- What potential exists for multinational or domestic soft drinks companies to expand in Bulgaria?
- How are products distributed in Juice in Bulgaria?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Juice?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Juice in Bulgaria - Category analysis
KEY DATA FINDINGS
Health positioning and premiumisation support juice growth
Juice sees solid volume growth in 2025
Consumers show greater interest in exotic flavours
Rising sales forecast for juice in Bulgaria
Functional and natural trends set to gather pace
Players prepare for possible sugar tax
Coca-Cola remains ahead of the rest
Smart Organic enjoys expansion
Small local grocers maintain relevance in rural Bulgaria
Discounters sees fastest growth, driven by Lidl
Soft Drinks in Bulgaria - Industry Overview
Hot weather, cost pressures and regulation reshape soft drinks demand
KEY DATA FINDINGS
Hot summer supports volume sales in soft drinks
Energy drinks drives overall growth despite consumer cost consciousness
Functional trend accelerates
Sugar tax may curb volume growth for some soft drinks
Warm weather and tourism will ensure future growth
Demand for better quality to push premiumisation
Coca-Cola maintains lead of overall soft drinks in 2025
Amata rises fastest among companies
Small local grocers leads distribution, while discounters posts fastest growth
Foodservice suffers as government ends post-pandemic support
Fountain sales in Bulgaria
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Juice
-
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
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 Juice research and analysis database.
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