Bulgaria's online grocery sales surge as consumers cut bread and embrace bio, gluten‑free foods

More than 54% of Bulgarian consumers have purchased food online, according to the Retail Pulse 2026 study. The leading pure‑play online grocery retailer increased its turnover by about 50% to €88 million, while many traditional supermarkets partner with fast‑delivery platforms. Mobile devices account for roughly 52% of orders, and cash on delivery remains the most common payment method at about 55%, though card payments are growing.

At the same time, household food spending now represents around 30% of the monthly budget, averaging €3,713 per person annually. Bulgarians are buying less bread and more fresh produce, meat, fruit and vegetables. Sales of bio products, especially gluten‑free and lactose‑free items, have risen sharply. Purchases of pet food and accessories through rapid‑delivery platforms jumped over 750% year‑on‑year, becoming one of the fastest‑growing retail niches. Local products retain strong consumer trust, with roughly 90% preferring domestically produced goods.

These trends show a lasting shift from pandemic‑era convenience to a new, technology‑driven shopping habit and a restructuring of the national diet.