Select Country Report
2025 Developments
Retail in Bulgaria recorded solid value growth of 6% in 2025, with sales reaching BGN35.58 billion. Performance broadly reflected regional trends, supported by strengthening consumer confidence and moderating inflation, which eased to 5%. Despite these positive macroeconomic developments, the retail environment remains highly competitive. Uncertainty surrounding Bulgaria’s planned adoption of the euro, combined with continued population decline, has encouraged consumers to remain cautious and value-conscious, particularly when purchasing essential goods. Against this backdrop, retailers that can combine affordability with a compelling customer experience are best positioned to succeed.
USD 2,450
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Retail 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail in Bulgaria report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail in Bulgaria?
- Which are the leading retailers in Retail in Bulgaria?
- How are products distributed in Retail in Bulgaria?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Bulgaria?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Bulgaria
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Retail
Improving Consumer Confidence and Easing Inflation Support Stronger Retail Growth in 2025
Health and Beauty Specialists Retain Leading Share as E-Commerce and Discounters Drive Retail Growth
Experiential Retail and Immersive Store Formats Redefine Shopping Experiences
Chart 2 Technopolis Transforms a Store into an Interactive Living-Zone Showroom
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Chart 5 Analyst Insight for Retail
Growth Is Set to Be Impacted by Demographic Decline and Shifting Macroeconomic Conditions
Retail E-Commerce Will Accelerate as Digital Payments and Logistics Reshape Spending
Intensifying Competition and Format Innovation Will Reshape Bulgaria’S Modern Grocery Retail Landscape
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
The Highly Fragmented Retail Market Sees Lidl Bulgaria Overtake Kaufland Bulgaria Amid Value-Driven Competition
Temu’S Rapid Expansion Intensifies Competition and Reshapes E-Commerce Dynamics through Aggressive Pricing and Fast Delivery
A State-Backed Grocery Retail Model Emerges with the Launch of Store for the People
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 10 Standard Opening Hours by Channel Type 2025
Seasonality
Shopping Season: Christmas
Shopping Season: Back to school
Chart 11 Economic Context for Retail
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Retail
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Convenience Retailers in Bulgaria
Key Data Insights
Convenience Retailers Summary
Chart 17 Key Industry Trends for Convenience Retailers
Convenience Retailers Decline Amid Price Pressure and Evolving Format Innovation
Convenience Stores Lead in Value While Forecourt Retailers Drive Growth through Hybrid Formats
Eko Bulgaria Introduces Hybrid Convenience to Boost Loyalty and Reach
Chart 18 Eko Bulgaria Introduces Convenience Store Channel
Chart 19 Value Sales 2020-2030
Chart 20 Value Sales by Category 2025
Convenience Retailers to Grow Moderately as Urban Formats and Forecourt Innovation Drive Performance
Omnichannel Integration and Digital Payments Are Set to Reshape Convenience Retailers
Chart 21 Forecast Value Sales 2020-2030
Chart 22 Forecast Value Sales by Category 2025-2030
Convenience Retailers Shows Increasing Concentration Led by Koop Targoviya I Turizam Ad
Chart 23 Company Shares 2025
Chart 24 Brand Shares 2025
Chart 25 Economic Context for Convenience Retailers
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Convenience Retailers
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Supermarkets in Bulgaria
Key Data Insights
Supermarkets Summary
Chart 31 Key Industry Trends for Supermarkets
Consumer Demand for Value and Quality Continues to Shape Supermarket Growth
Billa's Partnership with Glovo Boosts Sales through Retail E-Commerce
Chart 32 Billa's Partnership with Glovo Accelerates Growth for Retail E-Commerce
Chart 33 Value Sales 2020-2030
Steady Growth Will Be Supported by Store Format Innovation and a Focus on Value
Digital Transformation Is Set to Enhance Efficiency and Customer Engagement
Chart 34 Forecast Value Sales 2020-2030
Billa Bulgaria Accelerates Its Store Expansion to Consolidate Its Leadership
Carrefour’S Gradual Re-Entry Creates Opportunities for Localised Strategies
Chart 35 Company Shares 2025
Chart 36 Brand Shares 2025
Chart 37 Economic Context for Supermarkets
Chart 38 Real Gdp Growth 2020-2030
Chart 39 Inflation 2020-2030
Chart 40 Consumer Context for Supermarkets
Chart 41 Population 2020-2030
Chart 42 Population by Generation 2025
Hypermarkets in Bulgaria
Key Data Insights
Hypermarkets Summary
Chart 43 Key Industry Trends for Hypermarkets
Hypermarkets Leverage Private Label Innovation to Sustain Appeal
Chart 44 Hypermarket Expands Private Label Ranges
Store Innovation and Format Diversification Reshape the Hypermarket Experience
Chart 45 Kaufland Opens Its First Hypermarket inside a Retail Park
Chart 46 Value Sales 2020-2030
Hypermarket Growth Slows as Market Maturity and Changing Shopping Habits Reshape Demand
Non-Food Expansion Will Emerge as a Key Growth Strategy for Hypermarkets
Chart 47 Forecast Value Sales 2020-2030
Kaufland Bulgaria Expands Its Regional Footprint to Strengthen Its Market Leadership
Chart 48 Company Shares 2025
Chart 49 Brand Shares 2025
Chart 50 Economic Context for Hypermarkets
Chart 51 Real Gdp Growth 2020-2030
Chart 52 Inflation 2020-2030
Chart 53 Consumer Context for Hypermarkets
Chart 54 Population 2020-2030
Chart 55 Population by Generation 2025
Discounters in Bulgaria
Key Data Insights
Discounters Summary
Chart 56 Key Industry Trends for Discounters
Discounters Strengthens Market Position through Value-For-Money Appeal and Store Expansions
Lidl’S Local Partnerships Drive Shopper Loyalty and Product Differentiation
Chart 57 Lild Is Expanding the Share of Locally Manufactured Products
Chart 58 Value Sales 2020-2030
Lidl and Kam 2014 Are Expected to Shift From Expansion to Store Upgrades as Price Remains Key
Chart 59 Forecast Value Sales 2020-2030
Lidl Bulgaria Sustains Its Dominance through Network Expansion and Digital Engagement
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Chart 62 Economic Context for Discounters
Chart 63 Real Gdp Growth 2020-2030
Chart 64 Inflation 2020-2030
Chart 65 Consumer Context for Discounters
Chart 66 Population 2020-2030
Chart 67 Population by Generation 2025
Small Local Grocers in Bulgaria
Key Data Insights
Small Local Grocers Summary
Shoppers Shift Away From Higher-Priced Outlets as Price Sensitivity Persists
Chart 68 Value Sales 2020-2030
Small Local Grocers Will Face Mounting Pressure From Modern Grocery Retailers and Discounters
Digital Adoption and Value-Driven Shopping Will Reshape the Future of Small Local Grocers
Chart 69 Forecast Value Sales 2020-2030
High Fragmentation and Low Concentration Defines Small Local Grocers
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Chart 72 Economic Context for Small Local Grocers
Chart 73 Real Gdp Growth 2020-2030
Chart 74 Inflation 2020-2030
Chart 75 Consumer Context for Small Local Grocers
Chart 76 Population 2020-2030
Chart 77 Population by Generation 2025
General Merchandise Stores in Bulgaria
Key Data Insights
General Merchandise Stores Summary
Chart 78 Key Industry Trends for General Merchandise Stores
Structural Decline and Competitive Pressure Continue to Weigh on Bulgaria’S General Merchandise Stores in 2025
Sofia Department Stores Maintains Its Presence as Competitors Raise Experiential Standards
Chart 79 Value Sales 2020-2030
Chart 80 Value Sales by Category 2025
Limited Growth Outlook for General Merchandise Stores as E-Commerce and Discounters Intensify Competition
Modest Growth Outlook for Department Stores Amid Structural Challenges and Shifting Consumer Preferences
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
Rapid Consolidation Transforms General Merchandise Stores into a Two-Player Market
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Chart 85 Economic Context for General Merchandise Stores
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for General Merchandise Stores
Chart 89 Population 2020-2030
Chart 90 Population by Generation 2025
Apparel and Footwear Specialists in Bulgaria
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 91 Key Industry Trends for Apparel and Footwear Specialists
Apparel and Footwear Specialists Grow Steadily during Cautious Spending and Rising E-Commerce Influence
Chart 92 Byfar Has Built Success through an E-Commerce Presence
E-Commerce Player Zalando Targets Young Shoppers While Retail Parks Boost Expansion
Chart 93 Value Sales 2020-2030
Apparel and Footwear Specialists Set for Strong Growth Driven by E-Commerce and Omnichannel Expansion
Sustainability and Quality Shift Will Reshape Competitive Dynamics in Apparel and Footwear Specialists
Chart 94 Forecast Value Sales 2020-2030
Apparel and Footwear Specialists in Bulgaria See Rising Concentration Driven by Value-Led Expansion
Chart 95 Company Shares 2025
Chart 96 Brand Shares 2025
Chart 97 Economic Context for Apparel and Footwear Specialists
Chart 98 Real Gdp Growth 2020-2030
Chart 99 Inflation 2020-2030
Chart 100 Consumer Context for Apparel and Footwear Specialists
Chart 101 Population 2020-2030
Chart 102 Population by Generation 2025
Appliances and Electronics Specialists in Bulgaria
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 103 Key Industry Trends for Appliances and Electronics Specialists
Appliances and Electronics Specialists Grow Steadily Amid Smart Home Adoption and Rising E-Commerce
Technopolis Strengthens Its Omnichannel and Experiential Retail Strategy
Chart 104 Technopolis Invests into Mobile E-Commerce
Chart 105 Value Sales 2020-2030
Stable Growth Is Set to Be Driven by E-Commerce, Smart Technology, and Omnichannel Retail
Appliances and Electronics Specialists Shift Focus to Service-Led Differentiation
Chart 106 Forecast Value Sales 2020-2030
Technopolis Bulgaria Leads Appliances and Electronics Specialists Amid a Stable but Competitive Landscape
Chart 107 Company Shares 2025
Chart 108 Brand Shares 2025
Chart 109 Economic Context for Appliances and Electronics Specialists
Chart 110 Real Gdp Growth 2020-2030
Chart 111 Inflation 2020-2030
Chart 112 Consumer Context for Appliances and Electronics Specialists
Chart 113 Population 2020-2030
Chart 114 Population by Generation 2025
Home Products Specialists in Bulgaria
Key Data Insights
Home Products Specialists Summary
Chart 115 Key Industry Trends for Home Products Specialists
Real Estate Boom and Renovation Demand Drive Strong Growth in Home Products Specialists
Praktiker and Ikea Transform the Shopping Journey through Digital and Format Innovation
Chart 116 Ikea Opens a Plan and Order Store Format in Pernik
Chart 117 Value Sales 2020-2030
Chart 118 Value Sales by Category 2025
Home Products Specialists Is Set to Grow Steadily as Renovation and Pet Care Demand Offsets Housing Slowdown
Digital Innovators Will Expand Reach as E-Commerce Demand Accelerates
Chart 119 Forecast Value Sales 2020-2030
Chart 120 Forecast Value Sales by Category 2025-2030
Ikea Expands Its Omnichannel Reach to Accelerate Gains over Rivals
Chart 121 Company Shares 2025
Chart 122 Brand Shares 2025
Chart 123 Economic Context for Home Products Specialists
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Home Products Specialists
Chart 127 Population 2020-2030
Chart 128 Population by Generation 2025
Health and Beauty Specialists in Bulgaria
Key Data Insights
Health and Beauty Specialists Summary
Chart 129 Key Industry Trends for Health and Beauty Specialists
Health and Beauty Specialists Maintain Growth as Consumers Prioritise Value and Wellness
Digitalisation and Convenience Reshape Health and Beauty Specialists
Chart 130 Dm-Drogerie Markt Drives Online Sales through the My Dm App
Chart 131 Value Sales 2020-2030
Chart 132 Value Sales by Category 2025
Dm and Lilly Drogerie Will Expand Store Networks to Drive Cross-Category Sales
Beauty Specialist Will Accelerate Digital Engagement to Capture Premium Demand
Omnichannel Investments and Loyalty Schemes Are Set to Reshape Consumer Engagement
Chart 133 Forecast Value Sales 2020-2030
Chart 134 Forecast Value Sales by Category 2025-2030
Apteka Mareshki Sustains Its Leadership as Sopharmacy Drives the Fastest Growth
Chart 135 Company Shares 2025
Chart 136 Brand Shares 2025
Chart 137 Economic Context for Health and Beauty Specialists
Chart 138 Real Gdp Growth 2020-2030
Chart 139 Inflation 2020-2030
Chart 140 Consumer Context for Health and Beauty Specialists
Chart 141 Population 2020-2030
Chart 142 Population by Generation 2025
Vending in Bulgaria
Key Data Insights
Vending Summary
Growth Is Supported by Drinks and Tobacco Vending during Rising Competition and Shifting Preferences
Premium Coffee Demand Drives Innovation Challenges for Vending Operators
Chart 143 Value Sales 2020-2030
Chart 144 Value Sales by Category 2025
Vending Is Set for Steady Growth through Digitalisation, Payment Innovation, and Product Diversification
Operators Are Set to Leverage New Legislation to Expand Health and Beauty Vending
Contactless Payments and Cost Efficiency Will Drive Wider Machine Deployment
Chart 145 Forecast Value Sales 2020-2030
Chart 146 Forecast Value Sales by Category 2025-2030
Cult Cafe Eood Loses Ground as Rivals Narrow the Gap
Chart 147 Company Shares 2025
Chart 148 Brand Shares 2025
Chart 149 Economic Context for Vending
Chart 150 Real Gdp Growth 2020-2030
Chart 151 Inflation 2020-2030
Chart 152 Consumer Context for Vending
Chart 153 Population 2020-2030
Chart 154 Population by Generation 2025
Direct Selling in Bulgaria
Key Data Insights
Direct Selling Summary
Chart 155 Key Industry Trends for Direct Selling
Resilient Growth Is Supported by Health and Beauty Dominance and Emerging Food Demand
Herbalife Recruits New Sellers with Incentives and Recognition
Chart 156 Herbalife Grows Its Direct Sellers Base through Incentives
Chart 157 Value Sales 2020-2030
Chart 158 Value Sales by Category 2025
Moderate Growth Will Be Overshadowed by Competitive Pressure From Online Retailers
Healthy Foods and Wellness Launches Will Drive Growth in Underdeveloped Areas
Social Commerce and Digital Strategies Are Set to Reshape Sales Dynamics
Chart 159 Forecast Value Sales 2020-2030
Chart 160 Forecast Value Sales by Category 2025-2030
Gradual Fragmentation and Rising Health-Focused Brands Reshape Direct Selling
Chart 161 Company Shares 2025
Chart 162 Brand Shares 2025
Chart 163 Economic Context for Direct Selling
Chart 164 Real Gdp Growth 2020-2030
Chart 165 Inflation 2020-2030
Chart 166 Consumer Context for Direct Selling
Chart 167 Population 2020-2030
Chart 168 Population by Generation 2025
Retail E-Commerce in Bulgaria
Key Data Insights
Retail E-Commerce Summary
Chart 169 Key Industry Trends for Retail E-Commerce
Marketplace-Led Expansion Drives Strong Growth in Retail E-Commerce
Chart 170 Emag Maximises Growth Potential through Investment
Omnichannel Integration Strengthens Shopper Loyalty and Conversion
Chart 171 Value Sales 2020-2030
Chart 172 Value Sales by Category 2025
Chart 173 Analyst Insight for Retail E-Commerce
Sustained Market Expansion Will Be Supported by Macroeconomic Stability
Marketplace E-Commerce Platforms Will Expand Reach as Competition Intensifies
Grocery Delivery Partnerships Are Set to Redefine Customer Convenience
Chart 174 Forecast Value Sales 2020-2030
Chart 175 Forecast Value Sales by Category 2025-2030
Gradual Fragmentation Reshapes Competitive Dynamics in Retail E-Commerce
Temu’S Aggressive Entry Intensifies Competition and Price Pressure
Chart 176 Company Shares 2025
Chart 177 Brand Shares 2025
Chart 178 Economic Context for Retail E-Commerce
Chart 179 Real Gdp Growth 2020-2030
Chart 180 Inflation 2020-2030
Chart 181 Consumer Context for Retail E-Commerce
Chart 182 Population 2020-2030
Chart 183 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
-
-
-
- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
-
-
-
- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
-
- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
-
- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
-
- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
-
-
- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
-
- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
-
-
- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
-
- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
-
-
-
-
-
- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
-
- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
-
- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
-
- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
-
-
-
- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
-
-
Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
Share:
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!