Bulgaria

Total report count: 135

Why buy our reports

  • Understand an industry, category and markets quickly 
  • Robust data from a trusted source
  • Comprehensive, data-driven insights 
  • Leverage our expert knowledge for an unbiased view

Get in touch

Want to find out more about our reports?

Contact us and a member of the team will respond promptly.

Country Report Jun 2025

The market for cider/perry in Bulgaria registered robust growth in volume terms in 2024, driven by the increasing preference for lower-alcohol beverages, particularly among younger consumers seeking lighter, more refreshing alternatives to beer. While regular cider/perry remained the only category with measurable sales, non-alcoholic variants gained noticeable traction, in line with the broader trend towards moderation. A key driver of this growth was Somersby, the market leader, which successfu

EUR 1,125
Country Report Jun 2025

Spirits sales in Bulgaria experienced modest growth in volume terms in 2024, continuing the slow but steady upward trend seen in recent years. While Western Europe has seen a decline in alcohol consumption especially among younger generations this shift has yet to take shape in Bulgaria. According to the Association of Producers, Importers and Traders with Spirits, spirits remain a valued part of Bulgarian everyday culture, albeit in moderation. Additionally, a rise in the number of foreign tour

EUR 1,125
Country Report Jun 2025

The market for alcoholic drinks in Bulgaria experienced modest volume growth in 2024, supported by positive developments across all major categories. While the growing European trend towards non-alcoholic beverages among younger consumers is gradually taking hold in the country, traditional drinking habits have largely persisted. Nevertheless, lower-alcohol beer registered especially strong growth, benefiting from increasing health consciousness and a shift towards more moderate consumption.

EUR 2,275
Country Report Jun 2025

Beer volume sales in Bulgaria registered most growth in 2024, supported by a growing preference for lower-alcohol drinks and an extended, hotter summer season that encouraged greater consumption. In addition, the country's legal drinking age population remained relatively stable after years of decline, while inbound tourism exceeded outbound travel, further boosting domestic consumption.

EUR 1,125
Country Report Jun 2025

Wine consumption in Bulgaria increased in 2024, driven by the broader trend towards lower-alcoholic beverages. Wine is also increasingly perceived as a healthier alcoholic option, thanks to its antioxidant content, perceived digestive benefits, and generally lower calorie count particularly in the case of white wine.

EUR 1,125
Country Report Jun 2025

RTDs was the fastest-growing category within the alcoholic drinks market in Bulgaria in 2024. The rising popularity of these beverages is driven by a growing trend toward lower-alcohol drinks, especially cocktails. Additionally, the lower price of RTDs makes them more affordable and accessible to a wider group of consumers, including students and those with limited incomes.

EUR 1,125
Country Report Jun 2025

In 2024, Bulgaria’s cigarette market experienced a slight decline in volume sales, driven by economic pressures and evolving consumer habits. A growing number of consumers are turning to alternative tobacco products, including heated tobacco, e-cigarettes, smokeless tobacco, and increasingly, nicotine-free vapour products. These shifts reflect a broader trend towards reduced-risk and perceived less harmful alternatives, particularly among younger adults.

EUR 1,125
Country Report Jun 2025

The Bulgarian tobacco market underwent significant regulatory changes in 2024, in alignment with the European Commission’s directives. Notably, the sale of all flavoured tobacco products - regardless of nicotine content – was banned. Additionally, excise duties were raised across all tobacco categories, including cigarettes, smoking tobacco, heated tobacco, and e-liquids, with further increases scheduled for 2025 and 2026. These measures reflect a broader public health effort to discourage youth

EUR 2,275
Country Report Jun 2025

The overall market for cigars, cigarillos, and smoking tobacco in Bulgaria experienced a volume decline in 2024, largely driven by a slowdown in the largest category - smoking tobacco. This decline is linked to smokers returning to cigarettes after temporarily switching to fine-cut tobacco during the 2022 economic crisis and the inflationary pressures of 2023. Fine-cut tobacco remains the most popular variety, with users typically purchasing large packs and rolling their own cigarettes at home w

EUR 1,125
Country Report Jun 2025

Heated tobacco, the largest category by volume, continued to experience dynamic growth in Bulgaria in 2024, driven by its status as a relatively new and “fashionable” product. Sustained new product development and aggressive marketing have attracted consumers, although its reach remains largely concentrated in Sofia and Plovdiv rather than nationwide. However, growth is expected to slow in 2025 due to increased excise duties and rising retail prices.

EUR 1,125
Country Report May 2025

Pet products in Bulgaria is expected to register minimal current value growth in 2025, as consumers are expected to look for value for money, as their purchasing power continues to be under pressure. In addition, there is expected to be minimal growth in the number of pets and this is expected to dampen volume sales. Pet healthcare is expected to be the largest product area in terms of value sales, with regular promotions supporting value sales. Healthcare products are mainly targeted at dogs an

EUR 1,125
Country Report May 2025

Value and volume sales of pet care in Bulgaria is expected to register healthy current value and volume growth in 2025. Dog and cat food is expected to drive this growth, with growth being moer muted for other pet food and pet products. In addition, with most dog and cat owners still giving their pets non-prepared pet food, there is still room for significant growth. Low inflation is also expected to boost sales. That being said, a possible global trade war has introduced some uncertainty and fo

EUR 2,275
Country Report May 2025

Other pet food in Bulgaria is expected to register a slight fall in current value sales, with only a marginal increase in volume sales in 2025. Easing of prices of key ingredients such as grains and seeds is expected to contribute to the minimal current value growth. In addition, as consumers are not as attached to other pets than dogs and cats, they are more prepared to buy economy brands. The most popular product in terms of value sales is expected to continue to be fish food, due to fish food

EUR 1,125
Country Report May 2025

Dog food in Bulgaria is expected to register both healthy current value and volume growth in 2025. Though most dog food is still non-prepared, there is a growing awareness of prepared dog food’s nutritional benefits, and this is expected to boost value sales. Dry dog food is expected to account for most value sales, but wet food is expected to register higher value growth and in particular premium wet food. This is due to the growing number of smaller dogs that require higher-quality and more j

EUR 1,125
Country Report May 2025

Cat food in Bulgaria is expected to register both healthy current value and volume growth in 2025. Though most cat food is still non-prepared, there is a growing awareness of prepared cat food’s nutritional benefits, and this is expected to boost value sales. In addition, the expansion of modern grocery retailers in smaller cities, along with their affordable private label offerings, is also expected to boost sales. Dry cat food is expected to continue to account for most value sales, and in par

EUR 1,125
Country Report May 2025

Hair care continued to record steady growth in retail value sales, driven by conditioners and treatments and styling agents. More complex and sophisticated hair care routines are growing in popularity among Bulgarian women. Moreover, hair-cycling, where different hair care products are rotated throughout the week, such as masks, serums, and oils, is gaining ground in Bulgaria. Hair glossing is another viral trend gaining traction via social media in 2024, further promoting comprehensive hair car

EUR 1,125
Country Report May 2025

Depilatories in Bulgaria recorded steady value growth in 2024 driven by sales of women’s pre-shave, and razors and blades. Rising unit prices continued to underpin value sales although this has stifled demand to some extent. Increasingly, Bulgarian consumers are opting for laser hair removal and at-home IPL treatments, which is stifling volume sales of hair removers/bleaches.

EUR 1,125
Country Report May 2025

Deodorants in Bulgaria recorded strong double-digit growth in retail value terms over 2024, with the pace of volume growth rising year on year. Seasonal shifts and the longer, hotter summers in Bulgaria brought on by climate change has boosted demand for deodorants. The most popular deodorant formats are roll-ons, sticks and sprays, all enjoying lower price increases in 2024. Deodorant creams and pumps witnessed the slowest growth in value terms as these formats have yet to gain mainstream appea

EUR 1,125
Country Report May 2025

In 2024, fragrances in Bulgaria recorded double-digit value growth, although unit price increases slowed slightly. Premium fragrances continued to outperform the mass segment in volume and value terms, albeit only marginally. Premium fragrances, especially those from well-known designer brands, are often regarded as affordable luxuries in Bulgaria, and an entry-point to the luxury market for many consumers, especially during times of economic uncertainty. Overall, fragrances have already exceede

EUR 1,125
Country Report May 2025

Beauty and personal care in Bulgaria recorded moderate value growth in 2024, despite the country’s lower inflation rate. Price increases continued in beauty and personal care forcing some Bulgarians to trade down to private label and local brands, which are generally more affordable, especially in categories such as bath and shower and oral care. Nonetheless, many consumers enjoyed higher disposable income in 2024, which contributed to the positive development of the premium segment. Young profe

EUR 2,550
Country Report May 2025

In 2024, sun care in Bulgaria witnessed strong growth and a rebound in volume sales spurred by growing consumer awareness, and longer and hotter summer influenced by climate change. Thanks to social media, a growing number of Bulgarian consumers are opting to use sun care products all year round rather than only during the hot months or while sunbathing. Mass sun protection continued to be the largest category in sun care, supported by its large consumer base, as well as the growing range of mor

EUR 1,125
Country Report May 2025

Bath and shower in Bulgaria witnessed steady value growth in 2024, supported by solid demand for different hygiene products. Consumers enjoy using a range of products to achieve better results or as a part of a pampering routine for an at-home spa effect, with liquid soap, intimate washes, and body wash/ shower gel witnessing notable value growth. Body wash/ shower gel is the largest category in bath shower, driven by the growing popularity of sophisticated multi-step shower routines, including

EUR 1,125
Country Report May 2025

Skin care continues to record steady value growth in 2024, albeit at a slightly slower rate than in 2023. Global trends popularised on social media, combined with wider product variety, and growing consumer awareness of skin care are driving sales. Facial care routines are becoming slightly less complex as some consumers focus on using multi-functional products offering multiple benefits. However, body skin care routines are becoming more complex.

EUR 1,125
Country Report May 2025

Men’s grooming in Bulgaria continued to witness strong growth in retail value terms, attributed to the strong performance of mass men’s products in bath and shower, deodorants, and hair care. New product launches in both the premium and mass segments proved attractive to consumers thereby stimulating sales. Men’s grooming is still developing in Bulgaria as traditionally men only use essential personal care products. Younger generations like Generation Z and Generation Alpha are transforming men’

EUR 1,125

What can we help you achieve?

Find the answers to your questions about Euromonitor International and our services.

Get started