COMPETITIVE LANDSCAPE
Nestlé maintains its lead but loses share to more affordable “others”
Nestlé Bulgaria AD led other hot drinks in 2025 with its well-known Nesquik and Cocoa Fantasy brands. The company’s strong brand reputation and widespread distribution reaching both large and small retailers allowed it to reach a broad range of customers.
Tymbark remains a key player in 2025
Tymbark Bulgaria EOOD retained its second position in 2025, although, like Nestlé, the player lost some share to “others”. Although mainly known for its juices, Tymbark has expanded into instant cocoa and cereal cocoa mixes for children.
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Overview:
Understand the latest market trends and future growth opportunities for the Other Hot Drinks 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 Other Hot Drinks 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 Other Hot Drinks 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 Other Hot Drinks in Bulgaria?
- To what extent are health considerations impacting consumption of Other Hot Drinks in Bulgaria?
- What are the traditional preferences in Other Hot Drinks 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 Other Hot Drinks in Bulgaria?
- Which are the leading brands in Other Hot Drinks in Bulgaria?
- How are products distributed in Other Hot Drinks 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 Other Hot Drinks?
- Where is future growth expected to be most dynamic?
Other Hot Drinks in Bulgaria - Category analysis
KEY DATA FINDINGS
Competing trends lead to varied fortunes for other hot drinks in 2025
Retail volume sales of hot drinks fall in 2025 as prices soar
Opportunities to position other plant-based hot drinks as healthier options
High cocoa prices are likely to constrain volume growth for other hot drinks in the years ahead
Sugar tax imposition may further hamper sales
Concerns about sugar consumption likely to drive reformulation
Nestlé maintains its lead but loses share to more affordable “others”
Tymbark remains a key player in 2025
Small local grocers leads distribution, but loses some share to supermarkets and discounters in 2025
Bulgaria sees rapid expansion of modern grocery retailing
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:
Other Hot Drinks
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
Other Hot Drinks
This is the aggregation of Flavoured Powder Drinks and Other Plant-based Powder Drinks. Products can be served hot or cold, and can be mixed with water, milk, or other liquids. Bottled, ready-to-drink flavoured milk drinks are NOT included here and are included in Passport Packaged Food.
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 Other Hot Drinks research and analysis database.
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