Competitive Analysis of the Supermarket Industry in Bulgaria · Retail · 2023
Competitive Analysis of the Supermarket Industry in Bulgaria
Who dominates Bulgaria's grocery retail conversation in the media
This report focuses on the media coverage of the supermarket industry in Bulgaria during the first half of 2023. The competitive landscape of grocery chains is led by Lidl, Kaufland, Billa and Fantastico, which together account for 90% of the entire conversation on the topic.
Hypermarket chains such as T Market, Metro and Promarket are notably less visible in the media, leaving a clear gap between the top tier and the challengers - useful context for any brand planning competitive PR or category-level positioning.
Why this topic matters
Grocery retail is one of the most competitive consumer categories in Bulgaria, and the media conversation around it shapes how shoppers perceive value, quality and trust. Knowing which chains set that narrative - and which are absent from it - is the starting point for any competitive communications plan in the sector.
What we analysed
Media coverage of the supermarket industry in Bulgaria from January to June 2023, mapping how the conversation splits across the leading grocery chains, which channels carry it and which sources publish the highest volume of content.
Key findings
- Four chains dominate 90% of the conversation - Lidl, Kaufland, Billa and Fantastico set the narrative for Bulgarian grocery retail in the media.
- Hypermarket chains are far less visible - T Market, Metro, Promarket and others trail the leaders by a wide margin, signalling an opportunity gap for challenger brands.
- Channel mix and source-level performance matter - the full report breaks down the dominant media channels and the sources publishing the highest volume of content, so teams can target the right outlets.
Cite this report
Perceptica (2023). Competitive Analysis of the Supermarket Industry in Bulgaria. https://perceptica.com/reports/analysis-supermarket-industry-in-bulgaria
Journalists: you may quote these findings with a link to this page.
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