From Sunflower Oil to the Euro: How Low Price Awareness Could Fuel Inflation in Bulgaria

It has been over three and a half years since the so-called “Battle of Kaufland,” better remembered by Bulgarians as the “Battle for Sunflower Oil.” The episode reflects more than just a lack of market awareness; it highlights how panic and emotional responses often outweigh rational thinking among consumers in the country.

Sunflower oil, in particular, has achieved almost symbolic status in Bulgaria, becoming a product with some of the most dramatic price swings in the market....