Snacks in 2025: The big picture
Value sales of snacks in Bulgaria are set to grow in 2025, primarily due to the continued retention of high average prices. Although inflation has eased compared to the sharp increases of previous years, prices continue to rise due to higher energy costs and significant increases in the minimum and average wages. These wage hikes have raised labour costs across the production, distribution, and retail sectors, limiting the potential for price reductions.
Key trends in 2025
Health-related attributes continued to strongly influence consumers' snack choices in 2025. Claims such as baked (not fried), free-from palm oil, artificial colourants and sweeteners, zero sugar, wholegrain, and high in protein have become key to most new product launches. Protein/energy bars, in particular, have remained one of the few fast-growing subcategories, gaining traction among athletes, health-conscious consumers, and busy individuals seeking convenient, nutritious snacks.
Competitive Landscape
International companies continue to lead overall snack sales in value terms in 2025. However, many of their brands, including Mondelez’s Milka, Moreni, Suchard, Svoge, Mlechen and Sezoni, and Nestlé’s Mura, KitKat and LZ, are produced locally in Bulgaria. The second-largest category by volume, sweet biscuits, remained dominated by domestic players, with Prestige-96 OOD, ZIV EOOD and Pobeda AD occupying three of the top five company positions. However, ice cream became entirely reliant on international brands and imports following the closure of Unilever Ice Cream Bulgaria EOOD’s local production.
Channel developments
Supermarkets remain the leading and most dynamic distribution channel for snacks in 2025, recording the strongest uplift in share. This performance is bolstered by continued expansion and innovation. International chains such as Billa have opened new outlets across major and smaller cities, while local supermarket brands, Fantastico, ABC Market, Life, Dar, Leksi, Absolut Plus, and others, have also expanded and enhanced their offerings.
What next for snacks?
Value sales of snacks are expected to remain positive over the forecast period, though growth will slow down. Average unit prices will likely stabilise as inflation and production costs ease. While labour costs will continue to rise, the pace will be slower, and overall consumption growth will moderate. Since snacks are not staple foods, their market depends heavily on Bulgaria’s economic and political situation and consumers’ purchasing power. The long-term economic impact of the war in Ukraine is expected to keep prices elevated, especially for cocoa-containing snacks, given cocoa’s sustained high cost.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax 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 Snacks 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 Snacks 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 Snacks 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 Snacks in Bulgaria?
- Which are the leading brands in Snacks in Bulgaria?
- How are products distributed in Snacks 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 Snacks?
- 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?
Snacks in Bulgaria
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Bulgaria
KEY DATA FINDINGS
Value sales of chocolate confectionery rise while volume declines amid cocoa crisis
Mondelez Bulgaria AD retains its lead as Bio Benjamin records strong value growth
Supermarkets leads chocolate confectionery sales in Bulgaria as convenience stores and retail e-commerce gain momentum
Chocolate with toys and seasonal chocolate are expected to drive volume growth
Global players are set to lead as Mondelez and Nestlé boost local production and innovation
Sustainability will gain momentum as ethical production becomes a key consumer value
Gum in Bulgaria
KEY DATA FINDINGS
Chewing gum leads growth in 2025 as hybrid work habits persist in Bulgaria
Mars Inc Bulgaria leads gum as Perfetti Van Melle and Fini Golosinas España SLU record strong growth
Supermarkets leads gum distribution as convenience stores grow rapidly with minimart expansion
Gum sales are forecast to grow, driven by rising demand for refreshment and oral hygiene support
Innovation is set to be driven by natural health trends and playful product launches
Brand communications is set to highlight chewing gum as a micro-stress relief
Sugar Confectionery in Bulgaria
KEY DATA FINDINGS
Medicated confectionery and traditional favourites support value sales in sugar confectionery
Zaharni Zavodi AD leads with well-established brands, while Ricola records strong growth
Supermarkets leads distribution as discounters and convenience stores grow
Sugar confectionery sales are set to rise amid strong consumer demand and price dynamics
Sugar reduction and health-promoting ingredients is set to drive innovation in medicated confectionery
Gummies and jellies are set to benefit from increased product variety, including healthier options
Ice Cream in Bulgaria
KEY DATA FINDINGS
Ice cream records strong value growth while volume sales decline in 2025
Froneri Bulgaria EOOD maintains its leadership while improving its share
Supermarkets leads distribution while growth for convenience stores is driven by expansion
Value growth is set to remain positive, while volume will continue to be challenged
Health-driven recipes and clean labels will be the focus of ongoing innovations
Sustainability is set to shape the future of ice cream in Bulgaria
Savoury Snacks in Bulgaria
KEY DATA FINDINGS
Savoury snacks records value growth in Bulgaria, while volume remains flat
Intersnack Bulgaria EOOD maintains the lead amid shifting market shares
Supermarkets leads, while retail e-commerce records strong value growth in 2025
The ongoing snacking culture is set to fuels continued growth in savoury snacks
A focus on healthier innovation is expected to support growth in savoury snacks
Sustainable manufacturing is set to increase for savoury snacks
Sweet Biscuits, Snack Bars and Fruit Snacks in Bulgaria
KEY DATA FINDINGS
Value growth is driven by protein/energy bars while retail prices remain high
Prestige-96 OOD leads in 2025, while Mondelez Bulgaria AD and Nuhealth AD gain ground
Supermarkets leads distribution in 2025, while health and beauty specialists and retail e-commerce record growth
Steady growth expected, driven by health trends and portion-control innovations
Innovations are expected to emphasise health, wellness and functionality
Sustainability is set to gain momentum while organic products gain more space on shelves
The following categories and subcategories are included:
Snacks
-
-
- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
-
- Bubble Gum
- Chewing Gum
-
- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
-
- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
-
-
- Frozen Yoghurt
-
- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
-
-
- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
-
- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
-
-
- Nuts, Seeds and Trail Mixes
-
- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
-
-
- Dried Fruit
- Processed Fruit Snacks
-
- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
-
- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
-
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 Snacks 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!