Price matters, but brand trust and experience are crucial when making a purchase decision, says Maria Lazarova, Head of Mondelez International in Bulgaria.
What new business opportunities does Mondelez see in Bulgaria with the country’s entry into the eurozone?
This is a pivotal moment—both economically and strategically—as it brings greater stability and a more predictable environment for planning and investment. The removal of logistical barriers, for example, will facilitate deeper integration with other European markets and create more competitive export opportunities for our factories. This, in turn, will enable more flexible supply chain management and the faster introduction of innovations. I also expect a positive impact on consumer confidence: in a stable economy, people are more inclined to choose brands that offer higher added value.
How do you balance sustainability policies with the reality that most Bulgarian consumers make choices based on price?
The Bulgarian market remains strongly price-oriented, but there is a noticeable shift. An increasing number of consumers value quality, product origin, and sustainable practices. Today, it matters where products come from, how they are made, and what values stand behind them. Our goal is to make sustainability accessible rather than exclusive, by offering a variety of flavors and product formats that give consumers choice without compromising on quality. At the same time, we are optimizing packaging, improving energy efficiency, and reducing our carbon footprint. Our philosophy is clear: sustainability and affordability can go hand in hand when driven by innovation and efficiency.
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