Bulgaria

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.…

Direct selling registered a fall in current value sales in Bulgaria in 2023. Both high inflation and a shift away from direct selling to e-commerce led to a drop in sales, as e-commerce also provides the convenience of direct delivery. In fact,…

Discounters in Bulgaria were the best performing grocery retailers in 2023. With inflation still being high, consumers were price sensitive and prioritised value for money. As such, discounters registered a moderate increase in constant value sales.…

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…

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…

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…

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…

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…

The maturity of the market in Bulgaria implies that most potential customers are already using or have easy access to eye care products, reaching a saturation point in terms of penetration. This situation can lead to intensified competition among…

Fragrances in Bulgaria was hard hit by the COVID-19 pandemic and whilst sales have begun to bounce back, overall volume and value sales have yet to be restored to 2019 levels. The lifting of all pandemic restrictions during 2022 resulted in…

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…

Muted performance for general merchandise in 2023

Growth in retail volume sales of gum in Bulgaria in 2023 looks set to surpass that recorded in 2022, with chewing gum and bubble gum both projected to register improved results in this respect. This is mainly explained by the fact that consumption is…

In 2023, styling agents, conditioners and hair loss treatments recorded the strongest current value growth rates in Bulgaria’s hair care category, followed closely by standard shampoos. The emerging trend of ‘in-depth hair care’, along with so-called…

Despite continuing high inflation, performance for health and beauty specialists in Bulgaria was stable, with constant value sales rising slightly. There was also further opening of outlets. Value sales through pharmacies continued to account for…

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…

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…

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…

Home products specialists in Bulgaria registered current value growth in 2023, though constant value sales fell. Inflation was still an issue and impacted profitability. That being said, it was homewares and home furnishing stores that dragged down…

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…