Overview

U.S. agricultural and food exports to Bulgaria, which continue to increase, are similar in profile to U.S. exports to other EU countries and trend toward intermediate and consumer-oriented products. In 2024, these categories of products accounted for 4 percent and 75 percent of the market, respectively.

The Sofia office of the Foreign Agricultural Service (FAS)/U.S. Department of Agriculture (USDA) focuses on trade policy, reporting, and the promotion of U.S. agricultural exports. Despite high inflation, U.S. direct agricultural exports to Bulgaria in 2024 increased by 11.4 percent from 2023 (source: Trade Data Monitor (TDM), BICO Agricultural and Related Products). Because of transshipments through other EU countries, actual U.S. agricultural exports to Bulgaria are substantially higher than U.S. Customs data reflects. Bulgarian Customs reports U.S. agricultural exports to Bulgaria in 2024 were USD 99 million, slightly lower than 2023 (USD 101 million). EU transshipments were 67 percent of total U.S. agricultural exports to Bulgaria, at USD 66 million.

Trade data from January to June 2025 show a slight decline for U.S. agricultural exports to Bulgaria, about 4 percent lower than the same period in 2024. Top export products include food preparations, whiskeys, tree nuts, and protein concentrates. The EU’s unclear trade regime for U.S. exports, the unfavorable exchange rate of the U.S. dollar to the Euro, and overall economic and trade uncertainty have had a negative effect on importers’ decisions.      

The business environment for U.S. exports to Bulgaria is characterized by:

• increased efficiencies as Bulgaria adopts more EU norms.
• a shift from direct to indirect imports through EU-based wholesalers/importers with longstanding links to U.S. suppliers, enabling Bulgarian importers to source smaller quantities at affordable prices.
• increasing imports of higher-end and intermediate food and beverage products due to improving consumer incomes, tourist industry development, and the growing importance of Bulgaria’s food service/hospitality industry.
• growing investment and rising demand for animal feed and feed additives, bovine and other animal genetics, live animals, planting seeds, planting materials, and raw materials such as cotton, wool, powdered milk, and egg powder; and 
• increased output of local products resulting from rising foreign direct investment (FDI) in the agricultural sector.
   

USDA/FAS Sofia produces reports about local market prospects and developments in the agricultural and food sectors. These reports can be found here: http://gain.fas.usda.gov/Lists/Advanced%20Search/AllItems.aspx

Sub-sector Best Prospects:

Distilled Spirits

Total Bulgarian imports of distilled spirits (TDM, whiskey HS#220830) in 2024 from all suppliers reached a record high at USD 115 million or 5,782 LPA (liter of pure alcohol), close to one percent more than 2023 in value and 9.3 percent higher in volume. This growth was more moderate compared to the strong double-digit increase of 28 percent (in value) in 2023, a result of the strong recovery in summer and winter tourism following the COVID pandemic. Despite this growth, the distilled spirits market remains price sensitive. In the first 6 months of 2025, the average import price of whiskey increased by 13 percent. As a result, whiskey imports decreased by 7 percent in value and by 18 percent in volume. 

Imports of U.S. distilled spirits in 2024 totaled USD 8.8 million, 9.2 percent higher than the previous year. Volume grew by 8.2 percent over 2023. This growth was a result of reduced challenges in supply chains and logistics, as well as improved local consumer demand. (Source: TDM). FAS Remark: these statistics include only direct exports from the United States to Bulgaria and do not account for the products transshipped through other EU ports of entry. Therefore, actual sale numbers are likely to be significantly higher. 
Although the Bulgarian market for U.S. whiskey is constant, with an assortment of brands, prospects for increased imports are strong.

Nuts/Tree Nuts

The Bulgarian market for tree nuts is favorable, and imports are growing to meet consumer demand. In 2024, total imports reached a record USD 89.2 million and 17,000 metric tons (MT) (TDM, BICO-Tree Nuts). This was a growth of 29 percent in value and 18 percent in tonnage. For the first 6 months of 2025, imports grew by 32 percent in value and by 12 percent in volume, despite an 18 percent higher average import price. The trend towards a healthier lifestyle is the major driver behind this trade.

In 2024, U.S. tree nut exports were USD 14.9 million, an impressive growth of 73 percent from USD 8.6 million in 2023. Exports by volume were 65 percent higher at 2,600 MT. Favorable demand for U.S. almonds and pistachios continues. However, U.S. tree nut exports declined by 7 percent in value and by 22 percent in volume during the first 6 months of 2025, mainly due to a 20 percent higher average import price. The United States has a stable market presence and is the second largest exporter to Bulgaria after Türkiye.

Bulgaria is also a promising importer of peanuts, as demand continues to grow due to consumer preferences toward more affordable nuts. In 2024, imports were USD 18.7 million (10,400 MT) (TDM, BICO-Peanuts). This represented a 27 percent growth in value and 16 percent increase in volume. In January-June 2025, imports expanded by another 41 percent in value and by 53 percent in volume, supported by 8 percent lower average import prices.

U.S. peanut exports increased 28 percent in 2024 to USD 3.2 million and by 13 percent in volume. In the first 6 months of 2025, U.S. peanut exports surged by 50 percent in value and by 56 percent in volume due to more affordable international prices. (TDM).

Growth in tree nut and peanut imports is expected to continue due to a recovery in food service outlets, rising tourism, a growing middle class, favorable tariffs and regulatory regime, as well as a lack of local competition.

Plant Genetics/Planting Seeds

Bulgaria is a net importer of advanced plant and animal genetics due to strong demand by local farmers and other related agricultural operations to increase productivity and profitability. U.S. plant genetics is a thriving agricultural sector, but U.S. products are limited due to EU regulatory barriers.  

In 2024, Bulgaria imported USD 73 million worth of planting seeds (TDM, BICO-Planting seeds) (excluding sunflower planting seeds). 2024 and 2025 were very challenging years for Bulgarian farmers due to summer droughts which forced agricultural producers to reduce production costs significantly due to low yields and depressed commodity prices. As a result, imports of planting seeds, especially corn, declined from their 2023 record of USD 97 million. In January-June 2025, imports continued to soften by 7 percent.

Demand for U.S. planting, confectionary, and oil-bearing sunflower planting seeds is increasing (TDM, HS#12060010). In 2024, Bulgaria imports reached a record USD 73.6 million worth of sunflower planting seeds, 2.3 percent more than 2023. Although most of these seeds originated from the United States, they were mainly imported by transshipments via Romania, Hungary, Italy, and France. Demand grew on expanding production as well as the search for better genetics. Due to Bulgaria’s challenging 2025 season (record low yields and production and suppressed prices), imports in the first six months of 2025 declined by 2.2 percent.

Wine

Bulgaria’s wine market is characterized by steady growth, expanding variety, and an increase in high-end imports. Although 2024 wine imports (HS#2204) remained the same as 2023 at USD 43.2 million, imports in volume actually increased by 7.6 percent. In the first 6 months of 2025, wine imports expanded by 20 percent in value and 43 percent in volume.  

Imported wines have a stable presence in the Bulgarian market due to a robust and mature distribution system, improving consumer income, active promotions, and increased best prospects. Imported wines compete well against local wines. In the retail sector, U.S. wines have a limited presence. While not large, the wine market is highly competitive with wines originating from Italy, Chile, Spain, France, and South Africa. In 2024, U.S. exports of wine to Bulgaria were 14 percent more than in 2023 and more the three times in terms in volume.

Pulses

Bulgaria’s pulse market is well developed, with both good demand and high per-capita consumption. Dry beans and lentils, both traditional Bulgarian foods, have receded in the wake of less expensive and higher quality imports. Total pulse imports in 2024 were USD 25.7 million and 27,700 MT, about 7 percent lower in value and volume, respectively, compared to record sales achieved in 2023 (USD 27.5 million).  

U.S. pulses have a very good market reputation, but imports are challenged by higher import duties on U.S. products and tough competition with Egypt, Türkiye, and Ethiopia. Overall, there are improved trade prospects due to an interest in product diversification, the development of consumer tastes, an increase in higher-value pulses, and new products.

Seafood

A net importer of fish and seafood, the Bulgarian market reached a new record of USD 175 million in 2024, with an increase of 3.2 percent compared to 2023. Imports in volume were 40,500 MT in 2024, a 3 percent decline over 2023, due to the shift to imports of higher end products. In the first 6 months of 2025, imports increased by 17.5 percent in value and were 8.6 percent higher in volume. Although most imports are still frozen fish, there has been a substantial shift to imports of fresh fish from Mediterranean countries such as Greece and Türkiye driven by improved consumer demand at both retail and food service levels. 

In 2024, U.S. seafood exports increased to USD 238,000, 6.2 percent more than 2023. In the first 6months of 2025, U.S. exports grew considerably by 46 percent. U.S. exports consisted of Alaska pollock, lobsters, sockeye salmon, and anchovies. In general, these exports are higher than what is reported by U.S. Customs due to transshipments through other EU countries, mainly via Greek and Romanian ports.

Prospects for seafood imports remain positive due to steady market development and expansion of retail and food service outlets that sell consumer-ready and ready-to-eat products. However, the EU trade regime provides preferential tariff treatment to exporters in South America, Canada, and other countries, which creates challenges for U.S. exporters.

Food Preparations

U.S. food preparations exports experienced steady growth in recent years. In 2024, these exports to Bulgaria reached a record high USD 12.8 million, 4 percent more than in 2023. However, U.S. exports have seen a slight decline of 5 percent during the first 6 months of 2025. This category includes products such as processed soups, mixes for dough, pastry, and gelatin. Growth is related to the development of the local food industry, especially in the convenience-food segment. Prospects are good with moderate growth forecasted in the near future.

Bovine Genetics

The Bulgarian dairy and beef farm industry significantly increased its demand for high quality genetic materials, both for live animals, imported mainly from the EU, and for semen and embryos (HS#051110), imported from the United States.

The market for bovine genetics is dominated by imported semen, which accounts for more than 90 percent of sales. Leading suppliers include the United States, Canada, Denmark, and Germany. Total 2024 Bulgarian animal genetics imports declined to USD 804 million, following sharp growth in the previous year (USD 845 million in value terms), due to challenges in the dairy industry related to production costs and stagnated dairy product prices. Imports were stable during the first 6 months of 2025. In volume (doses), imports peaked at 143,000 in 2022 (2 percent more than 2021) but were down since then due to a decline in bovine inventory and, at the same time, a shift to higher quality and more expensive genetics sought by larger farms.

In 2024, U.S. bovine-genetic exports to Bulgaria increased to a record USD 335,000. This was a growth of 7.8 percent in value and 7.3 percent in the number of imported doses compared to 2023. U.S. exports continued to grow during the first 6 months of 2025, with 2.5 percent higher value and a considerable 37 percent higher imports of doses.

Germany, Canada Denmark, and the Netherlands remain the main U.S. competitors. Reportedly, much of the Canadian and German product is of U.S. origin. Currently the size of the market is not large but the potential for growth is substantial. High-tech dairy and beef cattle genetics from genomically tested bulls are showing increased demand. This sub-sector is characterized by a trade regime with no import duties, favorable veterinary requirements, and an increase in local demand.

Soft Drinks/Waters/Juices

The soft drinks market is one of the country’s most dynamic segments. In 2024, soft drink imports were USD 243 million, 17 percent more than in 2023. The market expanded a further 11 percent during the first six months of 2025, due to growing consumer demand (Source: TDM, BICO Non-Alcoholic Beverages/Bottled drinks). Although U.S. exports in 2024 reached a new record of USD 535 million, they have seen a decline of 54 percent in the first 6 months of 2025.

• Major EU competitors have more than 80 percent market share.
• Water, juice, and energy drink consumption continues to increase in parallel with the rapid development of the hotel/restaurant sector.
• The Association of Soft Drinks Producers projects local consumption will continue to increase over the next several years. U.S. producers successfully compete with juice concentrates, most of which are imported.
• Cranberry juice and other frozen juices would be popular with Bulgarian consumers if they were price competitive.
   

U.S. Foreign Agricultural Service Sofia Contact Information

Mila Boshnakova, Agricultural Specialist, Mila.Boshnakova@usda.gov
Alexander Todorov, Marketing Specialist, Alexander.Todorov@usda.gov

U.S. Department of Agriculture
Phone: +359-2-939-5720
www.fas.usda.gov
http://gain.fas.usda.gov/Pages/Default.aspx  (GAIN reports)