Bulgaria

The high rate of inflation helped the direct selling channel to achieve double-digit value growth in 2022 as the prices of most products sold by the market leaders increased within the range of the official inflation rate, which approached lower…

Bulgarians largely prefer multi-purpose surface care, which offer time saving, as well as cost and space-saving. In 2022, mass consumers in Bulgaria had constrained budgets, with approximately 40% of the average consumer's income spent on food and…

Home insecticides achieved stable value growth over the review period in Bulgaria, including in 2022. There is a lasting trend towards urban consumers moving to rural areas, renovating old family houses or buying a new property. There are higher…

The steady value growth registered in sanitary protection during 2022 can be attributed mainly to the higher prices being charged for raw materials and rising production costs. The extra cost burden created by these inflated overheads were inevitably…

Over the course of 2022, the recovery of Bulgaria’s consumer foodservice industry from the impact of the COVID-19 pandemic continued to develop, albeit at a slower pace than during 2021. While positive growth was recorded in the number of outlets for…

Consumers were becoming increasingly cautious with their disposable income in 2022, reducing spending and trading down where possible. Before inflation hit, it was estimated that around 30% of households’ income was spent on food only, but in 2022…

Home care in 2022 has recorded a significant increase in retail value growth, with laundry care and surface care recording solid results. However, positive current retail value results were mainly driven by inflation, which has negatively impacted…

Air care growth was limited in 2022, as rising budget constraints due to inflation and increased cost of living meant consumers were more conscious of their spending. As such, focus was given to essential items within home care, with many Bulgaria…

The supermarkets channel saw continued strong growth in 2022, mainly boosted by the high rate of inflation seen during the year, which impacted prices across most grocery and non-grocery product categories sold via the channel. Consumer demand is…

Retailing value growth was strong in Bulgaria in 2022, mainly driven by the rampant inflation which hit many retailers hard, forcing them to increase the unit prices of most products while personal disposable incomes continued to stagnate. Inflation…

COVID-19 led to boosted sales of bleach during both 2020 and 2021. This was due to its accessibility and disinfecting properties. In 2020, in particular, bleach scored outstanding growth, in line with the initial burst of COVID-19. Bulgarians,…

The vending channel fully recovered in value terms in 2022 and surpassed pre-pandemic sales levels. The double-digit rate of inflation in 2022 was a significant factor contributing to the channel’s value growth, while volume growth was more moderate.…

The hypermarkets channel achieved the second fastest value growth amongst modern grocery retailers in 2022. The high rate of inflation additionally boosted the value performance of modern grocery retailers, including hypermarkets, during the year.…

The convenience retailers channel saw strong value growth in 2022 amidst rising inflation and increasing prices across most product categories sold. The consumer shift from traditional retailers towards modern grocery retailing continued during the…

The discounters channel attracted a growing number of consumers in 2022 as the high rate of inflation led to significant unit price hikes. In this environment, an increasing number of consumers appreciated the product portfolios of these retailers,…

Volume sales of paper towels increased significantly during 2022 as demand continued to increase due to the greater need for convenience and the stronger focus on kindliness and hygiene in the home. These two factors have encouraged significant…

Dishwashing is one of the few home care categories that continued to grow in both current retail value and volume terms in 2022, despite the shrinking household budgets caused by increased living costs, higher prices and inflation. The increase in…

Polishes is considered a non-essential product category in Bulgaria, and as such, its development and growth is challenged by the economic crisis and rising inflation. In 2022, polishes recorded positive current retail value growth, which was…

Due to rising inflation and the cost of living crisis in 2022, even basic consumer good categories, such as laundry care, experienced the negative effect of shrinking consumer budgets. Despite the country implementing an increase in minimum salary…

2022 saw strong value sales growth in limited-service restaurants for the second year running, which resulted in value sales rising to levels approaching what was seen in the category in 2019, prior to the onset of the COVID-19 pandemic. Transactions…