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Elements of the coffee culture in Bulgaria
25
Transcript
Elements of Coffee
Culture in Bulgaria
Research
- 22 semi-structured interviews,
- online survey - 402 respondents,
- 32 questions - closed and multiple choice,
- 18 brands available on the Bulgarian market,
- Internet materials;
Demography
Interviews:
- active users,
- 22 participants - 11 women and 11 men,
- age: 25-45 years,
- residency - the vast majority of the people interviewed are residents of the capital,
Demography
Survey:
- active users,
- 66% women,
- 34% of men,
- 78% obtained higher education,
- 75% - residents of the capital,
- 53% - 25-35 years,
- 65% - occupying executive or mid-level management positions;
Top Brands - Quality
The Preferred Coffee
The Perfect Coffee
- Instant coffee – volume of sales for 2012 - 8% increase, value of sales 40%, 44% of the households in Bulgaria are mainly buying instant coffee brands;
- Roast coffee – the champion in sales volume – 73%, champion in value – 60%;
- Coffee mixes – with rising market penetration and big rise in market value – 40%, coffee mixes have sales volume rise of 17% for 2012;
Market Trends
New Trend in Coffee Making
Capsulated coffee
- The machines used for preparing the coffee are user-friendly, easy to maintain and easy to clean;
- Small design and trendy style;
- The capsules are easy to use, no dosing or cleaning;
- Espresso machines (automated machines) are replacing the coffee pods in use;
- The Turkish coffee remains a strong habit in the consumers` minds;
- Bulk coffee shows reduced sales volumes and lower demand from the consumers;
- Instant coffee is increasing its market share and is becoming more popular;
- Capsulated coffee (mono doses) are taking over the filtered coffee;
Top Brands - Aroma
- Lavazza
- Jacobs
- Illy
Lavazza
Easy...
Coffee Brands and Classes
- Unlike alcohol beverages there is no social stratification in coffee drinking;
- There is no particular brand preferred by any class;
THE PERFECT MORNING: Wake up, take a shower, have a coffee and off you go
Brands - Interesting Facts
Young People and Coffee
Nova Brazilia
- the only local brand,
- well-advertised and well-known (22 years on the market),
- good trade items – variations under the main brand that serve various consumer groups,
BUT controversial image
Where Bulgarians drink coffee?
Common Myths and Believes
- children under 15 should not drink coffee;
- long coffee( known also as American coffee) is not harmful;
- 52% of the respondents don’t agree with the statement that coffee is not waking up;
- 42% of the respondents believe that decaf coffee is worthless;
Higher Price = Better Quality?
Top Brands - Price
Coffee Classification
- Nova Brazilia
- Nescafe
Users classify coffee brands primarily by:
- taste,
- price,
- aroma,
- for home use or in coffeehouse consumption,
- instant coffee or coffee beans;
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