Change in the Shopping Basket: Bulgarians are Reducing Consumption of Flour-Based Products and Seeking Gluten-Free and Lactose-Free Products

The way Bulgarians eat has undergone a significant transformation over the last five years. Despite inflationary pressure, consumer preferences are shifting from traditional flour-based products toward fresher and healthier alternatives, according to data for the period 2021–2025.

According to surveys and data from the NSI (National Statistical Institute), a steady decrease in the consumption of bread and flour-based products is being observed. In their place, larger quantities of meat, fruits, and vegetables are entering the diet. Particularly notable is the "boom" in the organic food sector, where lactose-free and gluten-free products are becoming increasingly popular among households.

Experts point out that this change is driven by increasing awareness of health risks, the rising number of allergies in children, and the prevalence of intolerance to certain food ingredients among adults.

The financial picture also shows changes. In 2025, approximately 30% of Bulgarian household expenditures go toward food and non-alcoholic beverages, representing an average of 3,713 BGN per person annually. Despite the rise in prices, citizens' real incomes are also increasing, allowing consumers to choose higher quality products.

An interesting fact is the deep trust Bulgarians place in local producers. Over 90% of consumers prefer goods of domestic origin. This is also reflected in retail chains, where Bulgarian meat and dairy products hold leading positions in the assortment.

In addition to dietary habits, market trends show a massive jump in spending on pets, where online orders for food and accessories have grown by over 750% on an annual basis.