2024 Author: Jasmine Walkman | [email protected]. Last modified: 2023-12-16 08:29
A decline in sales of cornflakes and muesli in Bulgaria shows statistics according to Nielsen. For the last 3 years the share of cereals for direct consumption on the market has decreased by five percentage points. This means that we less and less prefer to put in the shopping basket Sirials (cornflakes, products from extruded flours), cereals and dessert bars, etc.
For the past 2011 it is 64% in volume and 71.5% in value, according to statistics. Ready-to-eat cereals are also the largest category in the market, and although there is a growing variety of such cereal-based products, their market is generally declining.
The Marketing Research Agency estimated it at almost BGN 25.5 million and over 2.8 tons in 2011. Which means that it decreased by 7% in value and by over 6% in volume compared to the previous year.
According to the data from the study, the Bulgarian traditionally prefers cornflakes products with a small positive difference, although they are twice as expensive as muesli.
Their average prices for 2011 are BGN 12.92 / kg and BGN 6.81 / kg, respectively. The market is divided in favor of cornflakes against muesli in a ratio of 54/46 in volume and 70/30 in value.
The oatmeal category increased its market share in volume by 5 points to 27.9% and in value by 2 and 1/2 points to 11.5% from 2009 to 2011. The share of muesli / sirials dessert bars increased less in volume - by 0.4 percentage points to 7.9%, and more visibly in value - by more than two percentage points to 17%.
It became clear that the Bulgarian has focused on cereals in the packaging - an envelope, which is cheaper than those in a box. The average price of cereals for direct consumption in an envelope is about BGN 7.50 / kg, and in a box - BGN 14.50 / kg.
Consumption is also directed to products for the whole family at the expense of children. The average price of children's muesli / Sirials is BGN 14 / kg, and of family muesli - BGN 9 / kg.
In general, the average price of the category decreased by 50 cents from 2009 to 2011 and is BGN 10.11 / kg.
Pre-cooked cereals in Bulgaria is a category dominated by oat products, which occupy about 90% of the market. Next are rye-based products with a share of about 4.7% and wheat with 3.7% in the category.
The situation with cereal dessert bars is that the more neutral they are, the more expensive they are. The average price of the category is BGN 19.48 / kg in 2011 and has increased compared to 2009 by 50 cents.
Coated desserts are the cheapest in the category and are the only segment in the category that became cheaper in 2011 compared to 2010. About 95% of the market are uncoated desserts.
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