Bulgaria

The hot drinks market in Bulgaria in 2023 is significantly influenced by the cost-of-living crisis. With an inflation rate among the highest in the EU, Bulgarian consumers are experiencing squeezed disposable incomes and escalating grocery product…

In Bulgaria, liquid concentrates have emerged as a cost-effective option for soft drink preparation amid tightened household budgets. This shift towards more affordable alternatives has temporarily slowed the category's decline. However, concentrates…

Marketers are increasingly focusing on educating consumers about digestive health, utilising both traditional and digital platforms. Given the sensitive nature of digestive health issues, campaigns are designed to be empathetic and non-intrusive.…

The National Statistical Office and the Ministry of Tourism data suggest a significant increase in tourism flows as the post-COVID-19 recovery of travel and tourism in Bulgaria continues. There are no remaining active travel restrictions in place…

Lodging suffered significantly during the pandemic with the number of room nights booked and value sales dropping dramatically. Nonetheless, most lodging establishments and hotels managed to endure the crisis although many have been financially…

With its very low tax burden and strong state finances, Bulgaria enjoys economic freedom, although political instability has been common. High inflation is adversely affecting the economy, but joblessness remains low. Although skills shortages are…

In Bulgaria's other hot drinks category, chocolate-based flavoured powder drinks maintains the largest volume share despite facing several challenges. These challenges include declining birth rates and a growing consumer preference for low-sugar…

Parental preference for child-specific consumer health products is a progressively growing trend in Bulgaria, reflecting a strong desire for products tailored to the unique needs and sensitivities of children, in contrast to the more traditional…

The Bulgarian market for meals and soups in 2023 remained nearly stagnant, with a slight negative trend, primarily driven by the increased frequency of dining out. The categories most affected by this shift were shelf-stable ready meals and dried…

In 2023, plant-based dairy continues to enjoy healthy growth in Bulgaria, both in retail volume and current value terms. Plant-based products were less affected by the previous year’s inflation than the dairy category, as they are generally consumed…

In 2023, drinking milk products continued to witness negative volume growth, due in part to reduced time spent at home cooking and a falling population. On the other hand, drinking milk products saw positive growth in current value terms, as…

Butter and spreads continue to witness decline in retail volume sales due to price inflation. Butter was among the food categories with the highest price growth in 2022 as players faced soaring costs. Retail prices continued to increase in the first…

In Bulgaria, younger consumers are increasingly turning to herbal/traditional products as a natural and holistic alternative to conventional medications. These consumers are at the forefront of the shift towards a more preventive and holistic…

2024 has been another tough year for sales of sweet biscuits, snack bars and fruit snacks with sales continuing to decline in retail volume terms, albeit at a slower rate than in the previous two years. Despite inflation starting to stabilise and a…

Smokeless tobacco, heated tobacco and e-vapour products in Bulgaria posted dynamic growth despite rising unit prices across all categories. The growing popularity of such products has led to higher excise duty on e-liquids and nicotine free liquids,…

AFH tissue and hygiene in Bulgaria continued to steadily recover from the harsh impact caused by the COVID-19 pandemic. Restrictions in hotels and restaurants, which is the biggest AFH channel, hindered sales in 2020 as many establishments were…

Most product areas within cooking ingredients and meals maintained positive value, despite a decline in volume. This decline can be attributed to the significant inflation experienced in the previous year, the resulting growth in retail prices, and…

The dairy and alternatives category in Bulgaria has been severely impacted by high inflation rates against the backdrop of the war in Ukraine and the country’s political crisis. Dairy prices increased enormously in 2022 and continued to grow slightly…

Yoghurt and sour milk products decreased slightly in 2023 as inflation pushed up retail prices and the declining population trend reduced potential consumers. At the same time, current value sales were slightly positive based on higher unit prices,…

The consumption of processed fruit and vegetables in Bulgaria increased slightly in 2023, mainly due to the growing need for convenience amid busier lifestyles and rising urbanization. Furthermore, the growing number of people living alone is driving…