Bulgaria

Due to the influence of social media, the popularity of teeth whitening at home is gathering pace in Bulgaria and this is contributing to the positive development of oral care in Bulgaria. The desire for a youthful, confident smile fuelled the demand…

Premium beauty and personal care recorded a strong performance in 2023, despite the high inflation and economic instability in the country. Bulgarian consumers showed an increased interest in premium products, with strong double-digit value growth in…

In 2023, skin care in Bulgaria witnessed robust double-digit growth in current value terms, mainly driven by unit price increase. However, volume sales also made steady gains thanks to the growing popularity of products targeting specific skin…

Sun care in Bulgaria was hard hit during the pandemic when travel all but stopped in the country. Bulgarian consumers do not use sun protection all year round, with usage mainly concentrated during the summer season when citizens take holidays and…

Cat food in Bulgaria is expected to continue increasing in both volume and value sales in 2024. This is partly due to growth in Bulgaria’s pet cat population, though the primary drivers of volume sales remain pet humanisation, rising awareness of the…

Value sales of dog food in Bulgaria are set to experience moderate growth in 2024. Much of this growth will be based on the further penetration of prepared food due to pet owners' higher awareness of the health and nutritional benefits of industrial…

The majority of categories in other pet food are set to develop positively in 2024, especially in value as opposed to volume terms due to their price retention at a relatively high level. Category growth will be based mainly on increasing knowledge…

Sales of pet care in Bulgaria continued to grow based on the potential of prepared food due to its current low share. Dog and cat food remained the main growth driver of the pet care market as dogs and cats continued to be the main pet population in…

The Bulgarian pet products category is expected to grow in 2024 in value terms. Growth will mainly be based on the growing interest and knowledge in caring about pet health, hygiene, wellness and entertainment. Pet humanisation is also ongoing while…

Cigarette consumption in Bulgaria recorded a marginal decline in 2023. The switch to alternative products among younger adults, such as heated tobacco products and single use cigarettes, has become very popular over the last year. Millennials and Gen…

The economy segment of cigars and cigarillos in Bulgaria has been most heavily impacted by the rising cost of living and high rate of inflation in 2023. The large consumer base of cigar and cigarillo smokers are switching to cheaper alternatives,…

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,…

Tobacco in Bulgaria witnessed robust growth in 2023, with retail volume growth driven largely by the growing appeal of alternative products in the form of e-vapour products and heated tobacco. Cigarette smoking remains very popular due to its low…

Alcoholic drinks in Bulgaria was heavily influenced by price increases in 2023, due to the prevalence of high inflation. The second half of the year saw inflation start to fall, but this had little impact on retail prices, which continued to rise in…

In 2023, beer consumption in Bulgaria decreased resulting in a decline in off-trade volume sales. Bulgarians spent more time out of the home and increased their level of domestic and foreign travel, thus lowering at-home beer consumption. The…

In 2023, the cider/perry category in Bulgaria witnessed strong growth in retail volume terms, thereby exceeding pre-pandemic levels. The development of this category is a result of the global trend towards low-alcohol and long drinks, especially…

RTDs in Bulgaria witnessed another strong year of recovery in 2023, although this category is still growing from a small base. The re-activation of social lifestyles, people gatherings, festivals and other social occasions underpinned demand. Volume…

In 2023, the consumption of spirits in Bulgaria increased with volume sales rising well in on-trade venues but declining marginally in retailers. Current value growth was fuelled by price rises after a long period of stability. Nevertheless, the…

Wine in Bulgaria continued to enjoy buoyant retail volume growth, underpinned by the recovery of on-trade sales following the pandemic. However, wine consumption through the on-trade still remained below 2019 levels as inflationary conditions and…

Chocolate confectionery is seeing similar sales growth in 2024 to that seen in 2023, with moderate growth in retail volume terms and stronger growth in current value terms. Despite inflation stabilising, the global jump in cocoa prices started to be…

Gum continues to see steady growth in retail volume terms in 2024, although growth has been stronger in current value terms which is due to price inflation. Gum is entirely an imported product and thus it has been impacted by higher transportation…

Sales of ice cream in Bulgaria in 2024 are increasing in current value terms but declining in retail volume terms. This is due largely to the considerable rise in ice cream prices in the last few years of the review period and heightened consumer…

Sales of savoury snacks in Bulgaria have remained flat in retail volume terms while growth in current value terms is being sustained by prices remaining elevated. Despite the decrease in inflation seen in 2024, the retail prices of some savoury…

Sales of snacks continue to increase at a faster pace in current value terms than retail volume terms in 2024. This is due to prices continuing to rise, albeit at a slightly more modest pace as inflation begins to stabilise, as well as the impact of…

Sales of sugar confectionery continue to see stable growth in 2024 in retail volume terms. Growth has been stronger in current value terms which is largely due to high sugar prices, which have remained high after rising sharply in 2023. The return of…

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…