+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)
New

Retail in Bulgaria

  • PDF Icon

    Report

  • 112 Pages
  • February 2025
  • Region: Bulgaria
  • Euromonitor International
  • ID: 235886
Consumer confidence improves, but grocery price sensitivity remains high

The Retail in Bulgaria report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Retail market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Retail in 2024: The big picture
  • Consumer confidence improves, but grocery price sensitivity remains high
  • E-commerce growth stabilises as omnichannel retailing becomes essential
  • Retailers invest in digitalisation and in-store innovation
  • What next for retail?
OPERATING ENVIRONMENT
  • Informal retail
  • Opening hours for physical retail
  • Summary 1 Standard Opening Hours by Channel Type 2024
  • Seasonality
  • Shopping Season Christmas
  • Shopping Season Back to school
MARKET DATA
  • Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
  • Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
  • Table 3 Sales in Retail Offline by Channel: Value 2019-2024
  • Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
  • Table 5 Retail Offline Outlets by Channel: Units 2019-2024
  • Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
  • Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
  • Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
  • Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
  • Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
  • Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
  • Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
  • Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
  • Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
  • Table 21 Retail GBO Company Shares: % Value 2020-2024
  • Table 22 Retail GBN Brand Shares: % Value 2021-2024
  • Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
  • Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
  • Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
  • Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
  • Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
  • Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
  • Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
  • Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
  • Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
  • Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
  • Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
  • Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
  • Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
  • Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
  • Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
  • Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
  • Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
  • Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
  • Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
  • Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
  • Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
  • Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
  • Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
  • Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
  • Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
CONVENIENCE RETAILERS IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Consumers prioritising cost-efficiency amid high grocery prices
  • Competitive landscape remains stable with ongoing expansion of Billa Dnes
  • Billa Dnes redefines convenience retailing with a hybrid store concept
PROSPECTS AND OPPORTUNITIES
  • Minimal growth anticipated due to demographic and market saturation challenges
  • Omnichannel strategies to drive future growth and digital transformation
  • Increased investment from international and local players into convenience formats
CHANNEL DATA
  • Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 56 Sales in Convenience Retailers by Channel: Value 2019-2024
  • Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
  • Table 58 Convenience Retailers GBO Company Shares: % Value 2020-2024
  • Table 59 Convenience Retailers GBN Brand Shares: % Value 2021-2024
  • Table 60 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
  • Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029
DISCOUNTERS IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Discounters continue to capture market share from supermarkets and hypermarkets
  • Lidl cements its position as the dominant player with a growing focus on local products
  • Kam 2014 expands its footprint as hard discounter formats gain popularity
PROSPECTS AND OPPORTUNITIES
  • Growth to continue, but at a slower pace due to market saturation
  • Discounters set to maintain the strongest growth within grocery retailing
  • The absence of an online presence may pose challenges for discounters
CHANNEL DATA
  • Table 65 Discounters: Value Sales, Outlets and Selling Space 2019-2024
  • Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 67 Discounters GBO Company Shares: % Value 2020-2024
  • Table 68 Discounters GBN Brand Shares: % Value 2021-2024
  • Table 69 Discounters LBN Brand Shares: Outlets 2021-2024
  • Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
HYPERMARKETS IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Shift towards smaller-format stores challenges hypermarkets’ growth
  • Kaufland strengthens its leadership with store expansion and retail innovation
  • Sustainability initiatives gain prominence in hypermarket retailing
PROSPECTS AND OPPORTUNITIES
  • Slower growth ahead as hypermarket expansion reaches saturation
  • Non-food categories to drive future sales growth
  • E-commerce expansion set to transform the hypermarket channel
CHANNEL DATA
  • Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
  • Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 74 Hypermarkets GBO Company Shares: % Value 2020-2024
  • Table 75 Hypermarkets GBN Brand Shares: % Value 2021-2024
  • Table 76 Hypermarkets LBN Brand Shares: Outlets 2021-2024
  • Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
SUPERMARKETS IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Improving purchasing power drives growth as loyalty programmes and private label gain popularity
  • Billa strengthens its leadership position and expands e-commerce operations
  • Carrefour re-enters Bulgaria, shaking up the competitive landscape
PROSPECTS AND OPPORTUNITIES
  • Supermarkets to deepen partnerships with local suppliers and expand private label offerings
  • Increased competition as Carrefour expands and online grocery sales gain momentum
  • Digitalisation and sustainability to shape the future of supermarkets
CHANNEL DATA
  • Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
  • Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 81 Supermarkets GBO Company Shares: % Value 2020-2024
  • Table 82 Supermarkets GBN Brand Shares: % Value 2021-2024
  • Table 83 Supermarkets LBN Brand Shares: Outlets 2021-2024
  • Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
SMALL LOCAL GROCERS IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Small local grocers struggle as consumers prioritise lower prices
  • Diverse formats continue to characterise the small local grocers landscape
  • Discounters continue to erode value share from traditional grocery formats
PROSPECTS AND OPPORTUNITIES
  • Small local grocers expected to be the weakest-performing grocery channel
  • E-commerce and digital integration as potential survival strategies
  • Private label development remains a key competitive strategy
CHANNEL DATA
  • Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 88 Small Local Grocers GBO Company Shares: % Value 2020-2024
  • Table 89 Small Local Grocers GBN Brand Shares: % Value 2021-2024
  • Table 90 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
  • Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
GENERAL MERCHANDISE STORES IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Department stores struggle to remain relevant amid growing competition from specialist retailers
  • Variety stores remain a niche and underdeveloped retail channel
  • Studio Moderna’s Top Shop strengthens its position in variety stores
PROSPECTS AND OPPORTUNITIES
  • Department stores face an uncertain future amid shifting consumer preferences
  • Variety stores must focus on novelty and product rotation to maintain relevance
  • General merchandise stores to see modest growth but face increasing pressure from e-commerce
CHANNEL DATA
  • Table 93 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
  • Table 94 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 95 Sales in General Merchandise Stores by Channel: Value 2019-2024
  • Table 96 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
  • Table 97 General Merchandise Stores GBO Company Shares: % Value 2020-2024
  • Table 98 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
  • Table 99 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
  • Table 100 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 101 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 102 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
  • Table 103 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029
APPAREL AND FOOTWEAR SPECIALISTS IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Apparel and footwear sector benefits from improved economic conditions and consumer confidence
  • The rise of discount fashion chains reshapes the competitive landscape
  • Second-hand and outlet shopping gains traction as consumers prioritise affordability and sustainability
PROSPECTS AND OPPORTUNITIES
  • Positive outlook for the sector despite challenges from demographic decline
  • E-commerce to drive industry growth as retailers enhance omnichannel strategies
  • Fast fashion to gain market share as price sensitivity continues to influence consumer behaviour
CHANNEL DATA
  • Table 104 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 105 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 106 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
  • Table 107 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
  • Table 108 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 109 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 110 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
APPLIANCES AND ELECTRONICS SPECIALISTS IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Improved economic conditions boost demand for high-value electronics and appliances
  • Leading players maintain strong positions while the market remains fragmented
  • Smart devices and gaming drive category growth within the sector
PROSPECTS AND OPPORTUNITIES
  • Stable demand but price competition to limit retail sales price (RSP) growth
  • E-commerce set to post double-digit growth while physical stores retain relevance
  • Innovation and smart technology to shape future consumer demand
CHANNEL DATA
  • Table 111 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 112 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 113 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
  • Table 114 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
  • Table 115 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 116 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 117 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
HEALTH AND BEAUTY SPECIALISTS IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Beauty specialists experience strong growth as economic conditions improve
  • Pharmacies and health stores expand as demand for preventive healthcare rises
  • Retailers focus on digitalisation and customer experience to stay competitive
PROSPECTS AND OPPORTUNITIES
  • Beauty specialist retailers set to be the fastest-growing channel
  • Health and personal care stores to expand as retailers embrace cross-category sales
  • Omnichannel presence becomes critical for long-term success
CHANNEL DATA
  • Table 118 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 119 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 120 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
  • Table 121 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
  • Table 122 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
  • Table 123 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
  • Table 124 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 125 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 126 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 127 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
  • Table 128 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029
HOME PRODUCTS SPECIALISTS IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Construction sector slows, leading to weaker growth in home improvement retail
  • Homewares and home furnishing stores benefit from renewed consumer confidence
  • IKEA maintains leadership with innovation and sustainability initiatives
PROSPECTS AND OPPORTUNITIES
  • Moderate growth expected, but demographic challenges may dampen demand
  • Pet shops and superstores to experience the strongest growth
  • E-commerce to gain traction as retailers expand digital offerings
CHANNEL DATA
  • Table 129 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 130 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 131 Sales in Home Products Specialists by Channel: Value 2019-2024
  • Table 132 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
  • Table 133 Home Products Specialists GBO Company Shares: % Value 2020-2024
  • Table 134 Home Products Specialists GBN Brand Shares: % Value 2021-2024
  • Table 135 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 136 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 137 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 138 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
  • Table 139 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029
DIRECT SELLING IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Direct selling experiences decline as e-commerce continues to take market share
  • Avon and Oriflame remain leaders but adapt to digital transformation
  • International players dominate, benefiting from strong networks and financial stability
PROSPECTS AND OPPORTUNITIES
  • Direct selling set to continue its decline amid competition from e-commerce
  • Digital marketing and social commerce offer new opportunities for direct sellers
  • Health, wellness, and hygiene categories expected to see growth
CHANNEL DATA
  • Table 140 Direct Selling by Product: Value 2019-2024
  • Table 141 Direct Selling by Product: % Value Growth 2019-2024
  • Table 142 Direct Selling GBO Company Shares: % Value 2020-2024
  • Table 143 Direct Selling GBN Brand Shares: % Value 2021-2024
  • Table 144 Direct Selling Forecasts by Product: Value 2024-2029
  • Table 145 Direct Selling Forecasts by Product: % Value Growth 2024-2029
VENDING IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Vending experiences a slight decline as competition from convenience stores intensifies
  • Regulatory changes allow vending machines to distribute over-the-counter medicines
  • Advancements in technology enhance vending convenience and product diversity
PROSPECTS AND OPPORTUNITIES
  • Digitalisation and expanded functionality to drive vending growth
  • Retailers embrace vending as a cost-effective alternative to staffed stores
  • Security concerns remain a challenge for vending machine operators
CHANNEL DATA
  • Table 146 Vending by Product: Value 2019-2024
  • Table 147 Vending by Product: % Value Growth 2019-2024
  • Table 148 Vending GBO Company Shares: % Value 2020-2024
  • Table 149 Vending GBN Brand Shares: % Value 2021-2024
  • Table 150 Vending Forecasts by Product: Value 2024-2029
  • Table 151 Vending Forecasts by Product: % Value Growth 2024-2029
RETAIL E-COMMERCE IN BULGARIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • E-commerce growth slows but remains strong as omnichannel retailers gain traction
  • Appliances and electronics dominate online sales, with Technopolis leading the market
  • Retailers focus on maximising digital infrastructure investments and enhancing delivery services
PROSPECTS AND OPPORTUNITIES
  • E-commerce set for continued expansion, though at a slower pace
  • Grocery e-commerce poised for rapid growth
  • Investment in distribution centres and pick-up points will be critical for future success
CHANNEL DATA
  • Table 152 Retail E-Commerce by Channel: Value 2019-2024
  • Table 153 Retail E-Commerce by Channel: % Value Growth 2019-2024
  • Table 154 Retail E-Commerce by Product: Value 2019-2024
  • Table 155 Retail E-Commerce by Product: % Value Growth 2019-2024
  • Table 156 Retail E-Commerce GBO Company Shares: % Value 2020-2024
  • Table 157 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
  • Table 158 Forecast Retail E-Commerce by Channel: Value 2024-2029
  • Table 159 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
  • Table 160 Forecast Retail E-Commerce by Product: Value 2024-2029
  • Table 161 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029