Food and drink remains a relatively small area of internet retailing, accounting for less than 7% of the channel’s overall value in 2018. However, food and drink internet retailing is expected to grow strongly over the forecast period, driven by a rising demand for convenience amongst young urban consumers with hectic lifestyles that leave little time for visiting grocery stores and queueing at checkouts.
While the growing commitment of store-based players to the development of online retailing is proving to be an important driver of growth in internet retailing in many product categories, the situation is notably different in food and drink. Major grocers have shown a marked reluctance to engage in e-commerce in Bulgaria, partly as a result of a strong desire to avoid pricing competition.
A new law on food safety, for which the Bulgarian parliament voted in October 2017, makes explicit and separate provision for online sales of food and drink for the first time. The new legislation requires all online retailers selling food and drink to register with and gain approval from the Food Safety Agency before commencing business.
Food and drink internet retailing in Bulgaria is contested primarily by small enterprises focusing their activity on one or two urban centres. Some players are pure internet retailers and some are bricks-and-mortar businesses developing an online sales channel, though the major grocers remain reluctant to engage in online retailing.
Convenience OOD is the leading operator in food and drink internet retailing through the ebag.bg brand.
The convenience store operator, KOOP Targovia I Turizam AD, launched online sales of grocery products with nationwide delivery in 2014. The company’s online offer initially consisted entirely of private label food and drink, but was later expanded to include child care products, apparel and footwear, consumer electronics and media products.
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Understand the latest market trends and future growth opportunities for the Food and Drink Internet Retailing industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Food and Drink Internet Retailing research and analysis database.
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