Bulgaria's FMCG market grows in value and volume in FY25

9 articles · Updated · yougov.com · Apr 29

Across 250 categories, average paid prices rose 7.7%, with 5.4 percentage points of value growth driven by inflation and 2.3 by shopper mix and assortment changes.
Private-label inflation was 4.3% versus 5.7% for brands, while private-label volumes grew 15.16% against 3.49% for brands as shoppers sought promotions and affordability.
YouGov said households were shopping more often and buying more per trip before Bulgaria's January 2026 euro adoption, but warned inflation-led growth is fragile and requires tighter pricing and promotion management.

With budgets so tight, why are some Bulgarian shoppers paradoxically trading up to premium brands?

If inflation doesn't always kill demand, what decides which products survive the price hikes?

Is Bulgaria's FMCG growth a sign of economic strength or a fragile bubble about to pop?

Now in the Eurozone, will Bulgaria's severe income-to-price gap finally begin to close?

Beyond promotions, what hidden strategies can brands use to win back price-sensitive consumers?

How does Bulgaria's massive shadow economy distort the true picture of its consumer market?