DEVIN is ranked 10th in the TOP 20 ranking of the strongest brands on the national market and a leader in the category “Beverages – soft drinks/bottled water”. This shows an independent survey of the consumer segment on the Bulgarian market held at the initiative of the global organization Superbrands. The survey is conducted for a seventh year in a row for the new edition of the Superbrands Bulgaria 2019/2020.
DEVIN has been awarded for the strong performance of its brands, which have been the preferred choice for millions of Bulgarian consumers for years. The company is a leader in the bottled water sector in Bulgaria with nearly 38% market share (AC Nielsen, YTD September 2018), offering natural mineral, spring and carbonated water under the DEVIN brand, and is also a distribution partner for Red Bull and Granini.
Nominated brands in the survey are rated by sectors in 27 categories, including cars, Internet, restaurants and cafes, soft drinks, wines, coffee, leisure and entertainment, telecommunications and more.
The methodology for selecting and evaluating brands is universal to all countries implementing the program. The selective process takes place in two stages: by confidential voting of an independent expert jury and by national online voting. A partner of Superbrands in conducting the national online consumer poll is the Market Research Institute GfK Bulgaria.
In the vote of the users in the Bulgarian edition of Superbrands 2019, a total of 2,195 men and women, urban residents using the Internet, participated. The highest share among participants is 36-45 years (34%), followed by 26-35 years (31%) and over 45 years (24%).
The data show that care for the consumer and the origin of the brand are the two main criteria that participants take into account when choosing which brand to buy.
55% of online voting would pay up to 25% extra for their favorite brand, with 31% willing to pay up to 10% extra. 6% would even pay double for their favorite brand, while a quarter (23%) of the participants would not pay extra.
However, even when looking for the best price, it is important for the brand to be liked by the consumer (according to 79% of the online rating). Among the key characteristics defining the purchase of exclusive brands are also the quality and security of the product, especially when the consumer is not well acquainted with the good or the service.