COMPETITIVE LANDSCAPE
Coca-Cola leads through Fuze Tea
Coca-Cola leads RTD tea in Bulgaria with its Fuze Tea brand. Fuze Tea combines tea extracts with fruit juices and is available in several flavours, benefiting from Coca-Cola’s powerful distribution and marketing support.
Aspasia 92 records robust rises
Aspasia 92, meanwhile, was the most dynamic company overall in 2025. The player successfully capitalises on the shift towards healthier beverage choices, combining affordability with formulations that meet consumer expectations for lighter, more natural refreshment.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea 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 RTD Tea 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 RTD Tea 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 RTD Tea in Bulgaria?
- To what extent are health considerations impacting consumption of RTD Tea 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 RTD Tea in Bulgaria?
- Which are the leading brands in RTD Tea in Bulgaria?
- What potential exists for multinational or domestic soft drinks companies to expand in Bulgaria?
- How are products distributed in RTD Tea 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 RTD Tea?
- 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?
RTD Tea in Bulgaria - Category analysis
KEY DATA FINDINGS
Health-oriented RTD tea gains ground in retail
Retail benefits from health trends and warm weather in 2025
Still RTD drives growth
Further growth forecast amid rising cross-category competition
Bulgarians will continue to shift towards healthy and top-quality products
Possible sugar tax could hamper volume growth
Coca-Cola leads through Fuze Tea
Aspasia 92 records robust rises
Supermarkets channel leads distribution
Lidl pushes growth in discounters
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:
RTD Tea
- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
RTD Tea
This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.
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 RTD Tea research and analysis database.
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