How Consumer Boycotts in the Region Are Shaping Bulgaria’s Retail and Food Markets in 2025

In early 2025, Bulgaria witnessed an unprecedented wave of civic unrest targeting high food prices and supermarket markups. A series of consumer boycotts put pressure on major retail chains and forced the government to explore new tools for market regulation.

The start of boycotts: “A Day Without Shopping”

In February and March, thousands of consumers joined campaigns like “A Day Without Shopping,” aimed at cutting supermarket turnover and sending a clear message about price dissatisfaction. According to trade associations, some chains reported revenue drops of 20% to 30% on boycott days.

“We will not allow price speculation to devour our incomes,” stated the organizers from the Consumers’ Federation.

Government intervention and business response

In response to growing tension, the government proposed measures such as price cap margins for essential food items, the creation of a state-run retail network, and stronger oversight of trading practices. The Competition Protection Commission launched investigations into possible cartel agreements between large chains.

Retailers also reacted, with some implementing temporary promotions and price freezes to ease the backlash.

Impact on small businesses

Small neighborhood stores and farmers’ markets reported temporary sales growth during boycotts as consumers sought alternatives. However, experts caution that such effects are short-lived without a long-term strategy to support local production.

Regional echoes

Bulgaria is not alone in these civic actions. In January and February, similar boycotts took place in Croatia and Romania, where governments responded with limited price regulations.

Possible scenarios

Scenario A: Sustained market pressure

Ongoing boycotts and civic initiatives lead to deep market reforms and permanent price control measures.

Scenario B: Temporary effect

The boycotts lose momentum as retailers adapt with improved marketing strategies and new promotions.

Scenario C: Polarization and conflict

State interventions spark clashes with businesses and accusations of disrupting market principles.

Conclusion

The consumer boycotts of 2025 highlight the growing role of citizens in shaping market dynamics. While their effects are partly limited, they bring to the fore the need for more effective antitrust regulation and transparency in trade practices.

Disclaimer:
This article is an analytical review by the BurgasMedia editorial board and reflects the opinion of an expert group based on current political, economic, and social developments.
The conclusions presented are not predictions or factual statements, but a hypothetical interpretation of possible scenarios.
The publication is not responsible for any discrepancies with future developments and encourages readers to form independent judgments based on verified sources.