Bulgaria

Performance was muted in 2023 for appliances and electronic specialists in Bulgaria, with minimal current value growth, and constant value sales falling. Continuing rising prices cut into profit margins and reduced consumers’ purchasing power. As…

With inflation still being an issue, though apparel and footwear specialists in Bulgaria registered an increase in current value sales, constant value sales fell, as continuing rising costs cut into profit margins. There was also a slight decline in…

Toilet care in Bulgaria saw positive development in 2023, with double-digit retail value growth and a retail volume rise in areas such as rim block and toilet liquids/foams. In addition, all product areas recorded positive retail value growth, driven…

Surface care in Bulgaria continued to decline in retail volume in 2023, much of which is the consequence of the category's unusual growth during the COVID-19 pandemic. As a result, sales are declining in comparison as usage returns to pre-pandemic…

Polishes in Bulgaria continued to lose retail volume sales in 2023. As rising prices impacted consumers' budgets, many adjusted their spending, focusing on essentials. Many consumers do not consider polishes essential, with consumers removing the…

While retail value sales were positive in 2023, these results were heavily driven by increased unit prices. As such, retail volume sales struggled, negatively impacted by rising inflation and reduced consumer spending power. This led to a retail…

Home insecticides in Bulgaria declined in retail volume sales in 2023, impacted by the fall in the property market. Moreover, people in the cities increasingly use the services of insect control companies, which provide an easy, quick, effective and…

Retail value growth was positive for home care in Bulgaria in 2023, supported by rising price points and ongoing inflation. As such, while retail value sales rose, retail volume was challenged, with declining disposable budgets impacting consumers…

Many areas in dishwashing developed positively in 2023, with value growth driven by rising inflation and increased price points. Retail volume growth was positive in automatic dishwashing liquid and tablets, driven by the growing need for convenience…

Bleach in Bulgaria recorded a significant decline in retail volume in 2023. Much of this was due to the uplift in growth seen during COVID-19, with consumers looking for strong, powerful, effective cleaners that were also affordable. Despite the…

Most air care subcategories performed positively in retail volume and value terms in 2023 due to consumers' growing desire for a cosy atmosphere and a pleasant home ambience. However, the increase of the landscape related to home air care - such as…

Depopulation in Bulgaria in 2021-2040 will be driven by natural decrease, but negative net migration in most years will also contribute. Ageing is set to accelerate with Bulgaria remaining among the top three oldest regional countries, thus impacting…

In 2023, street stalls/kiosks continue to rebound from the steep sales declines seen at the peak of the COVID-19 pandemic. Strong double-digit value growth is further supported by rising unit prices and the impact of inflation. The market has already…

Boosted by significant price hikes and the inflation, self-service cafeterias is achieving very strong value growth as consumer demand continues to recover following the COVID-19 pandemic. As no further pandemic-related restrictions have been…

With no pandemic-related movement and travel restrictions mandated by the government, foodservice continues to recover in 2023. Limited-services restaurants, in particular, are recording strong value growth as a result of strong and renewed consumer…

In 2023, full-service restaurants continue to recover from the devastating losses registered during the COVID-19 pandemic; however, the strong double-digit value growth is largely the result of rising unit prices and inflation. For a growing number…

Most consumer foodservice categories in Bulgaria have either recovered or are nearing full recovery in 2023. With no movement or travel restrictions, despite new COVID-19 variants, the market could continue to develop uninterrupted in the year. The…

Driven by rising unit prices and strong inflationary pressure, consumer foodservice continued to record double-digit value growth in 2023. The performance varied depending on the location; however, all categories managed to grow at a similar rate and…

In 2023, cafés/bars continue to recover from the significant declines recorded in the channel at the peak of the COVID-19 pandemic during 2020, recording strong double-digit value growth in the year. Growth can be attributed to the growing interest…

In response to rising prices and decreasing incomes, Bulgarian consumers are increasingly favouring local tea brands over international ones. This preference is driven by the perception that local brands offer higher quality at more affordable…

Sports drinks in Bulgaria is recording strong and stable growth in 2023, propelled by an increasing interest in outdoor sports and physical exercise, and a growing number of gyms. Alongside physical activity trends, there is a heightened awareness of…

The soft drinks market in Bulgaria in 2023 is experiencing transformative changes in response to economic factors and evolving consumer preferences. Inflationary pressures are notably impacting price growth and disposable incomes, leading consumers…

RTD tea in Bulgaria faces a significant challenge due to its seasonality, with consumption predominantly occurring during the summer months. To address this, producers are introducing new flavour ranges not typically associated with summer, such as…

Post-COVID-19, as travel and work activities resumed, there was a rebound in off-trade impulse consumption and demand for RTD coffee, leading to strong retail volume growth in 2022, albeit from a relatively low base. Such positive growth continues in…

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…

100% juice is posting stable growth in Bulgaria in 2023, maintaining popularity due to its perceived freshness, nutritional value and alignment with health and wellness trends. Despite this, its growth potential is somewhat hampered by ongoing…

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…

Energy drinks benefits from constant innovation and improved distribution. Producers are challenging traditional perceptions of energy drinks by introducing sugar-free variants and incorporating healthier ingredients like fruit juice, green tea or…

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…

Instant coffee in Bulgaria is experiencing a phase of stagnation, primarily due to the outdated perception of instant coffee compared to more modern alternatives like capsule coffee and bean-grinding machines. The demographic of instant coffee users…

Carbonates in Bulgaria is witnessing notable shifts in 2023 due to persistent inflationary pressures impacting consumer spending habits. The rising cost of living has led consumers to curtail expenditure on non-essential goods, fostering a heightened…

Bottled water overall benefits from strong health and wellness trends, with consumers increasingly opting for bottled water's simple hydration and refreshment, particularly in restaurants. The category is rising steadily among health-conscious…

Staple foods continues to witness positive growth in 2023, in current value terms, due to high inflation and elevated retail prices. The consumption of staple foods has slowed, resulting in a slight decrease in retail volume sales for the full year.…

The rice, pasta and noodles category in Bulgaria remained flat in 2023, with only a marginal decline in retail volume sales. Rice continues to be the most significant category, both in value and volume sales, since it has a highly versatile…

Processed meat, seafood and alternatives to meat reported slightly negative volume growth in 2023, due to the decline in demand for chilled processed red meat and frozen processed red meat and seafood, which are mainly sold in bulk over the counter.…

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…

Although a relatively small category in Bulgaria, breakfast cereals is reporting solid growth in retail volume and current value terms in 2023, due to the rising importance of health. Players are keen to develop healthier options, as with Dr Oetker's…

The consumption of baked goods declined in 2023 as bread sales continue to follow the negative trend seen in the review period. Per capita growth in bread is limited due to Bulgaria’s declining population, which is falling well ahead of other…

Sweet spreads in Bulgaria saw an increase in both volume and value, driven by the gradual process of inflation stabilisation and further price hikes in the first quarter of the year. However, the category that continued to experience a decline was…

Sauces, dips, and condiments in Bulgaria witnessed a slight decline in volume due to an increase in people's out-of-home activities. Furthermore, the consumption of non-essential foods like sauces decreased as a result of the sustained high prices…

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…

The consumption of edible oils in Bulgaria is experiencing a decline in 2023, primarily attributable to a significant drop in olive oil sales. This decline is a consequence of turbulent climate conditions in Spain and Italy, which have had a profound…

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 number of households in Bulgaria is expected to slightly decrease from 2022 to 2027 driven by overall population decline. Meanwhile, single-person households will continue to be the most common type. In 2022, household spending was affected by a…

In 2022, income levels in Bulgaria ranked among the lowest in the Eastern Europe region, despite a notable increase in the minimum wage in both 2022 and 2023. The forecast for income growth in Bulgaria is sluggish, primarily due to ongoing economic…

Sofia and Stara Zagora are Bulgaria’s most economically vibrant cities, having the highest GDP per capita among the country’s cities. Meanwhile, Burgas holds the highest potential for future economic growth. However, challenges for the country’s…

The return to outdoor activities in Bulgaria following the lifting of COVID-19 restrictions and the end of home seclusion have had a positive impact on sales of wound care products. As people re-engage in various outdoor pursuits such as sports,…

Social media has become a powerful influence in the market for weight management and wellbeing products in Bulgaria. These platforms, which include Instagram, Facebook, YouTube, and especially TikTok, provide consumers with access to videos promoting…

Consumers in Bulgaria are becoming more health conscious, seeking ways to boost their immune systems, improve their energy levels, and maintain general wellbeing. Already prominent prior to the pandemic, the health and wellness trend received a…

The sports nutrition category has seen international brands, such as Post Holdings Inc, Optimum Nutrition Inc, and Pure Nutrition Technology, establish strong positions in the Bulgarian market. International brands typically offer a wide range of…