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Fruit/Vegetable Juice in Bulgaria

Bulgaria fruit and vegetable juice market led by Lines Holding in 2012 with a 12% value share

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2014-03-13 08:41:01 - Fruit/Vegetable Juice in Bulgaria - a new market research report on

Fruit/vegetable juice was positioned by companies as a healthier alternative to carbonates and this was a belief that consumers also held. However, the juices and nectars of higher quality which contain over 25% of juice still did not see significant growth because Bulgarians remained price-sensitive as a result of financial crises which affected the country over the review period. In order to attract consumer attention and increase their sales, market players segmented the market by age group of consumers and by channel, with specific offerings for on-trade and off-trade.

Lines Holding was the leading company in the fragmented juices market in Bulgaria with 12% value share. The second position was held by Coca-Cola HBC Bulgaria AD with 11% of value sales,



and a very close third was Nova Trade OOD with 10.8. The market leaders retained their positions from the previous year due to their strong brands which are easily recognised and sought after by most consumers.

The key trend in juices, as in most other categories in non-alcoholic drinks, is expected to be healthy products and healthier living. Most juice manufacturers are likely to emphasise the already acquired good image of their products as healthy and continue adding vitamins, minerals, etc to their drinks.

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