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Health and Wellness in Bulgaria

Bulgaria health and wellness market reports growing consumer awareness of health options

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2014-01-31 10:31:01 - Health and Wellness in Bulgaria - a new market research report on

Growing consumer awareness of health and wellness options. In the beginning of the review period, health and wellness food as a whole was not very popular among Bulgarians. However, this situation started to change with Bulgaria´s accession to the EU in 2007. The awareness of health risks related to sedentary lifestyles and stress became more widespread and people started to look for options to improve their lifestyles and general wellbeing. This encouraged a greater interest in healthy eating options.

Sedentary lifestyles and unbalanced diets increase the need for healthier food. Bulgarians tend to consume healthier food more often due to increased health awareness. However, despite the willingness to change their eating habits, the diet of Bulgarians is still considered the most



unbalanced in the EU. This is exacerbated by the sedentary lifestyles of local consumers. Many people use dietary supplements in order to lose weight but awareness of the need to combining them with a balanced diet is increasing.

Imported brands lead HW packaged food in Bulgaria. As health and wellness packaged food is a relatively new concept in Bulgaria, imported brands and products were first to appear in the market. The popularity of HW packaged food is mostly based on imported products, with only a few leading domestic players offering HW brands.

Bulgaria starts to recover from the financial crisis. The global financial crisis affected Bulgaria and other EU countries. The recession in Bulgaria, however, was not as strong as its economy was not as well developed as those of Western markets when the credit crunch began. According to the National Statistics Institute, the recession in Bulgaria officially started in June 2009. GDP remained negative in 2010 but in 2011 it rebounded and the country slowly started to recover from the economic crisis as it continued into 2012.

HW packaged food could benefit from stronger marketing. Although consumer awareness of most health problems and the ways they could be improved is growing, the popularity of HW packaged food remains low. At the same time, there is a general lack of strong marketing campaigns for health-related food products in Bulgaria. In order to register stronger sales growth, players will need to make larger investments in marketing and work on longer and more consistent campaigns.

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