Bulgaria

Retail adult incontinence in Bulgaria continued to witness robust growth in 2023, both in retail volume and current value terms, supported by the ageing population and growing urological problems. Rising demand was due mainly to an expansion of the…

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…

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…

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…

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…

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…

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…

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…

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 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…

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…

In 2023, chilled dairy desserts and chilled snacks started to see consumption recover after the previous year’s decline, whilst other categories remain in decline. Current value growth was driven by further inflation and price growth, especially at…

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…

The pervasive smoking habits in Bulgaria exert a considerable negative effect on the sales of NRT smoking cessation aids. Bulgaria has one of the highest smoking rates in the European Union, with a significant portion of the population addicted to…

Retail volume sales of nappies/diapers/paints in Bulgaria continued to fall in 2023, in line with the ongoing decline in the country’s birth rate which is reducing the overall consumer base. Indeed, the very low numbers of babies being born Bulgaria…

In 2023, menstrual care in Bulgaria witnessed steady retail volume growth despite the continued unit price increases in the category. Price inflation was most notable at the beginning of the year when inflation was still at its peak from 2022.…

Men’s grooming in Bulgaria is evolving due to changing attitudes towards self-care with men investing in their personal appearance. In 2023, men’s grooming witnessed robust growth in current value terms driven mainly by unit price increases, while…

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…

Mass beauty and personal care in Bulgaria registered a positive performance in 2023. Whilst price increases fuelled some of this growth, the increased demand for more affordable products was also a factor as inflation remained stubbornly high. This…