With a rich cultural heritage and international visitors all year round, Bulgaria is constantly full of colour while its 7 million citizens vie for new tastes and food experiences. Food import has gained a lot of momentum since Bulgarians have been migrating to urban areas in the last decades, a trend accompanied by increasing incomes, purchasing confidence and a more sophisticated food demand. In line with the trend following Bulgarians, retailers and food processors quickly adapt to consumer demand and market trends, looking constantly for new products to expand their portfolios.
Moreover, joining the European Union has brought Bulgaria many new perks, including considerable socio-economical growth, increased international recognition, and openness in foreign trade. Today, Bulgaria is a stable parliamentary democracy, EU, NATO and WTO member, with low tax rate and labour costs, as well as special incentives for investors. The all-year-round tourist destination is a vital driver of the nation`s economy and market, a true cornucopia for investors in the HoReCa sector.
Aligned with international European standards and customs regulations, Bulgaria has a beneficial trade climate, its main food imports being sourced from neighbour countries and EU members, while also having many free trade agreements with key countries, including China, Israel or Turkey, among others.
Furthermore, tucked strategically in the heart of the Balkan Peninsula, the country is a key gateway for businesses interested in expansion to Europe, Russia, CIS countries, the Middle East, and North Africa.
Key Import Sources
Bulgaria’s primary sources for ready-made food imports include Ukraine, Turkey, and India. Between August 2023 and July 2024, Bulgaria imported 15,407 shipments of ready-made food, with Ukraine accounting for 6,492 shipments, Turkey 6,033, and India 2,300.
The United States has also seen growth in its export of food and agricultural products to Bulgaria, with a 19.4% increase during the first eight months of 2024 compared to the same period in 2023.
In 2023, Bulgaria’s total food and agricultural imports were valued at $7.57 billion, marking a 12% decrease from 2022. However, during the first eight months of 2024, imports of U.S. food and agricultural products grew by 19.4% compared to the same period in 2023, indicating a growing interest in U.S. products.
Fish and seafood imports reached a record $175.1 million in 2024, a 3% increase from 2023, driven by the foodservice sector’s demand for diverse and high-quality offerings.
Conversely, imports of agricultural products from Ukraine declined by 43% in 2024 compared to 2023, reflecting shifting trade dynamics in the region.
Best prospects & opportunities
In the face of increasing availability and range of new products, price positioning and brand recognition are vital tools for producers and exporters interested in the Bulgarian market, especially for EU countries that already have preferential access.
Other factors influencing purchase behaviour are consumers’ age as well as their urban/rural location. Younger generations are usually high earners who prefer to buy premium foods, eat out and travel, while elders often stick to traditional basic food products.
Among the best prospects of imported products lie snacks and confectionery items, breakfast cereals, exotic juices and flavoured waters, as well as nuts, dried fruits. Also, an increasingly high consumption of fish, seafood and related products is creating demand for more imports.
Ingredients for the food processing sector:
Over the past years, the food processing industry in Bulgaria has been under rapid development, offering today many opportunities for food exporters that seek entrance into the Bulgarian market. Due to its constant demand for imported food ingredients, competition is high among food processors, as more than 5000 companies are seeking suppliers for their businesses, be it dairy, confectionery, meat, bakery items, or drinks, among others.
Premium & Healthy foods:
Although Bulgaria has a developed organic production, much of it is exported for added value. As a result, retailers seek imported organic foods and beverages for their variety and availability. Despite the higher prices, Bulgarians vie for bio foods, free from additives, while more and more Bulgarians are willing to pay for higher quality, healthier food and drinks options. Nutritional supplements, healthy snacks, nuts, bakery items and oils are a few examples of prospects with great potential in this category.
Comprehensive sales channels and infrastructure
The retail sector is modern, with increasing sales growth due to an efficient distribution network, and infrastructure, a consistent balance of income and consumer confidence, as well as great marketing strategies.
As Bulgarians like to shop in smaller volumes, leading market players in retail, Kaufland, Lidl, Billa and local retailer Fantastiko, have many outlets around the country, especially around the capital and other urban areas. Additionally, specialized stores have been recently emerging as a popular sales channel for food items, be it fruit & vegetables store, dairy and meat store, etc. The Bulgarian food processing sector is importing their ingredients from both local and foreign producers, depending on the products and company size. Although still sceptical about online commerce, food and beverage e-commerce has been gaining momentum since the Covid-19 pandemic and its effects on lifestyle and is forecasted to develop into a relevant sales channel in the next years.
Market entry strategy
Strategic Insights for Exporters
For food exporters aiming to enter the Bulgarian market:
• Diversify Product Offerings: Focus on high-quality and diverse products, especially in categories like fish, seafood, and ready-made meals, to meet the growing demand.
• Leverage Growing U.S. Export Opportunities: With a 19.4% increase in U.S. food and agricultural exports to Bulgaria during the first eight months of 2024, there is a favorable environment for U.S. exporters.
• Engage with Major Retail Chains: Establish partnerships with leading supermarket chains such as BILLA, Lidl, Kaufland, and Fantastico to ensure broad market access.
• Adapt to Consumer Trends: Stay attuned to the evolving preferences of Bulgarian consumers, including the demand for sustainable packaging and diverse food options.
3 Food Importers from Bulgaria:
Olimport Ltd.
Address: Bul. Vasil Levski №136, Sofia, Bulgaria
Phone: +359 2 958 6592
Website: olimport.bg
Genic Coffee Solutions Ltd.
Address: 195 Suhodolska Street, Sofia, Bulgaria
Phone: +359 700 30 130
Website: genik.eu
Bulgarian Nuts Ltd.
Address: 9 Aheloy Str., Okorsh, Bulgaria
Phone: +359 88 631 7378
Website: bulgarian-nuts.com
To get access to a list of more active food importers from Bulgaria, you can access one of the BestFoodImporters databases.