How the square waffle achieved 150% sales growth and presence in over 50% of retail outlets in the country
There is nothing better than one waffle, except two waffles. Especially if they are in one package. Almost half of Bulgarians consume sweets every day. This shows a sociological survey of the market last year. And according to another JTN survey conducted in February 2021, confectionery accounts for 12% of households' monthly food budgets.
Therefore, it is not surprising that the waffle market is growing from year to year, reaching annual sales of BGN 170 million in 2020. This is an increase almost twice compared to 2010, when it was BGN 90 million. For comparison - similar are the sales in neighboring Romania with a population three times larger than that of Bulgaria.
For consumers, the type of waffle is also important, which they will choose from the rich variety on the market. According to the same independent study conducted by JTN on taste preferences on the Bulgarian market, about 40% of consumers buy waffles with a rich cream inside. The remaining 60% * falls on waffles with topping.
The motto is “Two is more than one”, that’s why you’ll find two pieces in every pack of My Motto.
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