Myara: Prices Are Galloping, but Bulgarians Prefer Europe

Prices are galloping for nearly three-quarters of Bulgarians, a new survey by the “Myara” agency shows. The data from the study, conducted at the height of the summer, reveals a broad consensus among citizens that their purchasing power is under pressure. The increase in the prices of goods and services is felt most strongly by the elderly, but even supporters of the ruling parties are not spared this feeling.

The survey is part of the independent research program of the sociological agency “Myara”. The study was conducted through face-to-face interviews with tablets between July 31 and August 8, 2025, with 801 adult Bulgarian citizens participating.

When asked about the last few weeks, only 2% of respondents stated that they had noticed a decrease in prices. The majority of Bulgarians—73.9%—firmly indicate an increase, while 17.3% have not noticed a change. Nearly 7% cannot assess the situation.

Wildfires: Trust in Firefighters, but Criticism of Institutions

Against the backdrop of devastating wildfires, which often mark the summer season in Bulgaria, the survey also reveals the public's attitude toward the work of the fire service and responsible institutions. The picture is bipolar: while firefighters themselves enjoy strong trust, criticism of the institutions responsible for disaster management remains palpable.

A positive attitude toward the work of the fire department is expressed by 63% of adult Bulgarians, while 21.2% hold the opposite opinion. Nearly 16% are undecided. The “Myara” agency emphasizes that this is a clear sign of fundamental trust in the work of the country's firefighters.

However, when asked to define their position on the broader picture, most Bulgarians remain critical. When asked whether the institutions are doing everything possible, 57.3% of respondents chose the answer: "The situation is clearly difficult, but the institutions in Bulgaria are not doing everything possible". Only 31.9% believe that "The institutions in Bulgaria are mostly doing everything possible, even though the situation is clearly difficult". Just over 10% of respondents could not give an assessment.

The sociologists expanded their analysis to include citizens' opinions on the main factors contributing to the wildfires. Nearly 90% of respondents cited human negligence as the main cause, while 84.6% noted deliberate arson. Natural factors such as heat and wind were cited by 68.3%, and insufficient care by the relevant institutions by 45.5%.

The analysis of the data shows that Bulgarian society shows a rather self-critical reaction, placing the blame for the difficult situation primarily on itself. According to sociologists, although trust in firefighters and demands on institutions are high, for Bulgarians the weaknesses of the authorities were not decisive. "What was decisive was clearly our carelessness or maliciousness as members of society", “Myara” concludes.

Geopolitical Sentiments: Bulgarians Prefer Europe

The survey also touches on Bulgarians' attitudes toward key international powers. The poll was conducted against the backdrop of meetings between President Donald Trump and his counterparts Vladimir Putin and Volodymyr Zelensky, as well as with European leaders.

According to sociologists, the analysis of the data confirms the traditional Bulgarian “instinct” for respect for European powers, while demonstrating a hesitant attitude toward Russia and the USA. 64.9% of respondents have a positive attitude toward the European Union, 61.2% toward Germany, 54.1% toward France, and even the United Kingdom, which is no longer part of the community, receives 51.3% positive ratings.

At the same time, the attitude toward NATO is significantly more polarized—38.7% positive attitude versus 41.9% negative. The situation is similar with the USA (32.5% positive versus 49.6% negative) and Russia (31.2% positive versus 49.7% negative).

The most critical attitude of Bulgarians is toward Ukraine, which garners only 24.7% positive ratings, while 55.1% have a negative attitude. According to sociologists, Ukraine remains a "collateral victim" of international struggles in the Bulgarian mass consciousness, with ratings for it being close to those for Russia, which in turn have fallen since the beginning of the invasion.

The “Myara” agency commented that "It is visible that the Bulgarian taste remains with the generalized image of Europe, which, even in an unclear position, is actually the closest". They added that "the more distant a country is, the more difficult it is to have sympathy for it".