According to Euromonitor International, cheese is set to continue its positive retail volume and current value growth trajectory in 2021, although the growth rate will be at a much lower level than what was seen the previous year under lockdown. The weakening of the pandemic is contributing to the slowdown as 2021 is seeing higher rates of cheese consumption outside of the home since consumer foodservice channels are reopening. Nevertheless, raised prices due to the growing cost of raw materials and transportation will support the current value growth of cheese in 2021.

New product development within spreadable cheese focused on flavour

Although the classic milk taste of the spreadable cheese remains the most preferred in Bulgaria, the category has enjoyed the entrance of some new flavours in recent years. For example, one of the leading brands, Philadelphia, launched a new flavour with a delicate but spicy jalapeño note. However, the most significant development within spreadable cheese has been the growing popularity of vegan spreadable cheese brand, Delishu. The player has been present in Bulgaria since 2017, boasting a product assortment that is 100% unprocessed, made of naturally fermented cashews, and rich in healthy fats and probiotics.

Bulgarian players will continue dominating cheese in 2021, owing to their commanding presence in popular unprocessed cheese. Dimitar Madjarov EOOD will maintain its lead in 2021, followed by BCC Handel OOD and Elvi OOD. Bulgarian consumers are generally not deterred by Dimitar Madjarov EOOD’s higher prices, due to confidence in the consistent high quality of its Madjarov brand. Madjarov is supported by effective marketing, through print and television advertising, as well as its influential presence on social media. The company is seen as socially responsible, having taken part in worthy national campaigns, such as ‘Rediscover Bulgaria’, which aims to encourage domestic tourism and the consumption of locally produced food and goods.