COMPETITIVE LANDSCAPE
Nestlé Bulgaria AD maintains its lead, however, competitors gain ground
Nestlé Bulgaria AD remained the leading company in meals and soups in 2025, primarily due to its flagship brand Maggi, which continued to lead soup. The brand benefited from a wide product range, strong marketing investment, and broad distribution.
Iglotex SA and Lidl record dynamic performances to drive growth in frozen pizzas
The most dynamic company in meals and soups in 2025 was Iglotex SA, which expanded its frozen pizza range with its Passionata brand, including trendy stone oven pizzas. Dr.
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Overview:
Understand the latest market trends and future growth opportunities for the Meals and Soups 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 a comprehensive range of core packaged food categories.
If you're in the Meals and Soups 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 Meals and Soups in Bulgaria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- 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 Meals and Soups in Bulgaria?
- Which are the leading brands in Meals and Soups in Bulgaria?
- How are products distributed in Meals and Soups in Bulgaria?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Meals and Soups?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Bulgaria?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Meals and Soups in Bulgaria - Category analysis
KEY DATA FINDINGS
Consumers turn to quick-to-prepare meals and soups
Rising incomes and convenience boost sales of meals and soups in 2025
Chilled ready meals and prepared salads lead growth due to rising demand for convenience
Health concerns challenge sales of shelf-stable meals and soups despite price-driven value growth
Convenience is expected to fuel growth in meals, while shelf-stable soups decline
Health trends are set to drive innovations that are free from artificial preservatives and colourants
Online delivery and culinary stands are set to intensify competition across the forecast period
Nestlé Bulgaria AD maintains its lead, however, competitors gain ground
Iglotex SA and Lidl record dynamic performances to drive growth in frozen pizzas
Hypermarkets lead distribution in 2025, with Kaufland driving expansion and innovation
Retail e-commerce emerges as the fastest-growing channel for meals and soups, led by eBag.bg
Cooking Ingredients and Meals in Bulgaria - Industry Overview
Bulgaria's cooking ingredients and meals market grows through rising wages and convenience trends
KEY DATA FINDINGS
Rising wages and VAT hikes drive the home cooking trend and supports sales
Ongoing price sensitivity boosts demand for private label products
Health-conscious choices and demand for convenience drives sales in 2025
Sales are expected to grow while Eurozone entry spurs price control concerns
Convenience is set to fuel growth, especially in ready meals and frozen pizza
There is set to be a growing preference for private labels and retail e-commerce in Bulgaria
Biser Oliva AD retains its leads while Lidl’s private label goods gain ground
Kotányi and Iglotex lead growth in herbs and spices, and frozen pizza
Supermarkets and hypermarkets strengthen their lead in the 2025 distribution landscape
Retail e-commerce and discounters lead distribution channel growth
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Meals and Soups
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
Meals and Soups
This is the aggregation of ready meals, pizza, food kits, prepared salads, and soup. Includes: These are products that have had recipe 'skills' added to them by the manufacturer, resulting in a high degree of readiness, completion and convenience. Food kits is an exception where typically the extent of preparation is much shorter than other meal products; includes meal kits where consumers are to put together pre-portioned ingredients and cook with the guidance of recipe cards. Ready meals are generally accepted to be complete meals that require few or no extra ingredients. However, in the case of shelf stable ready meals, the term also encompasses meal 'centres’; for food kits, they do require a degree of cooking and preparation. As such, some meals may require cooking (ready-to-cook); others may simply need reheating, prior to serving (ready-to-eat). Excludes: Any products sold unpackaged and/or by weight, including food sold from a retail deli counter.
See all of our definitionsWhy 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 Meals and Soups research and analysis database.
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