Bread Industry JSC - Harmanli - Short Company profile

In the bread sector in Bulgaria, the international company Innova Market Insights indicates that 28% of consumers are actively looking for whole grain products, driven by concern for their intestinal health. Trends clearly show that when choosing bread, specific characteristics, such as whole grain composition, high fiber content and the presence of easily recognizable seeds, grains and nuts, are becoming increasingly important. Traditional breads such as white and "Dobrudzha" continue to occupy an important place on the Bulgarian table, but along with them, interest in more specialized offerings is also increasing. This change is taking place against the background of a gradual decrease in total quantities in the category. According to a YouGov study, purchases of fresh bread in Bulgaria have decreased by 9.3% in the period between 2023 and 2025. Nevertheless, bread remains a staple product, reaching 98.5% of Bulgarian households. The growing interest in various types of bread made with whole grain flours and seeds is best illustrated by the success of the Zhivena brand breads, behind which the Bulgarian company Simid is standing. According to data from a YouGov study on the bread market in Bulgaria, in 2025 the volume of purchases of the brand reached over 1441 tons. For comparison, in 2024 it was nearly 983 tons, and in 2023 – 816 tons. This represents an impressive increase of 46.7% over the last year and of nearly 77% over the two-year period. This growth clearly shows the orientation of consumers towards more specialized breads.