Considering the constantly growing trend of the exports of Italian agri-food products in the last years, Bulgaria is a small but promising market. Bulgarian consumers have always shown considerable appreciation for the specialties and ingredients that are typical of Italian cuisine. Italy exported a total of 129 million euros worth of food products to Bulgaria in 2020 (-11.9% compared to 2019). In the first six months of 2021, exports reached 74.4 million euros, growing by +21.2% compared to the period January-June 2020.
Bulgaria: the top exported Italian F&B (first half of 2021 – values – million euros)
| Meat | 15.7 |
| Preserved fruits and vegetables | 7.5 |
| Dairy | 6.9 |
| Bakery and Flours | 6.7 |
| Coffee | 15.5 |
| Soft Drinks | 12.6 |
| Beer | 9.5 |
| Wine | 2.6 |
| Sparkling Wine | 2.1 |
THE MOST EXPORTED ITALIAN PRODUCTS: FOOD…
The top exported Italian food products to Bulgaria in 2021 were meat (15.7 million euros), preserved fruits and vegetables (7.5 million euros), and dairy products (6.9 million euros). Sales grew by +28.8%, +20%, and +22% respectively over the first six months of 2020. Bakery and flour products sales were worth 6.7 million, up +37%.
… AND BEVERAGE
In the beverage sector, Italian exports amounted to 60.3 million euros (-10.7%) in 2020. In the first six months of 2021, there was an increase of +17%, for about 30 million euros. Coffee sales are particularly significant. In fact, this is the most exported Italian product in Bulgaria: about 15.5 million euros, growing by +10% compared to the same period in 2020. Italian espresso can now be found almost everywhere and in a considerable variety of brands.
Growth in Italian beverage exports has also been recorded. Sales of soft drinks based on mineral water amounted to 9.4 million (+12.6%), while beers’ dropped to 9.5 million euros (-15%). Sales of table and quality wines amounted to 2.6 million (46%), while those of sparkling wines were 2.1 million (170%).
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DOING BUSINESS IN BULGARIA
The data show a consolidated trend of the Italian food industry in Bulgaria, as it is considered synonymous with quality and reliability. The presence of Italian investors such as Rigoni di Asiago suggests that the level of interest from consumers is directed to reliable products as well as organic and certified origin ones. The products of companies and brands famous all over the world are still predominant.
The Italian commitment to the promotion of Made in Italy products at the large-scale retail trade in the world has also involved Bulgaria during the last years, following a collaboration agreement signed by the Italian Trade Agency with the FANTASTICO supermarket chain. Last September, a promotion campaign of Italian products was held in the 45 stores of the chain in Sofia and in the Bulgarian cities of Pernik, Kiustendil, and Elin Pelin.
The Covid-19 pandemic has hit Bulgaria and other Balkan countries hard. Prolonged closures of shops and restaurants have affected Bulgaria for a long time with consequent loss of jobs and purchasing power for consumers. Therefore it is crucial to offer high-quality products, but not so much so expensive as to go beyond the reach of the consumers.
Edited by ITA Sofia
