Hot Drinks in Macedonia
Euromonitor International's Hot Drinks in Macedonia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 65 | Publication date: Apr 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
New product launches and advertising drive category growth
Over the review period, hot drinks in Macedonia achieved stable growth in retail volume and value, driven mostly by coffee which accounts for the dominant retail volume and value sales. While coffee has dominant presence due to the coffee drinking tradition, tea and other hot drinks have seasonal or limited consumption.
New product launches, such as introduction of new brands in existing categories and development of underdeveloped categories, such as instant coffee and tea justified stable growth of unit prices, and despite common price competition strategies, advanced value sales of hot drinks. Advertising was also an important growth booster over the review period.
Intensified competition within mature coffee category
Two well known coffee manufacturers, the leading players in fresh ground coffee and in overall hot drinks, intensified competition by keeping prices stable while investing in marketing. New players were entering the market in smaller, though not less attractive, categories of hot drinks.
Regional companies loyal to traditional customers` preferences lead sales
Domestic and regional companies, understanding the consumers’ preferences and purchasing power, account for more than 50% of hot drinks sales, ranking among the five best performing companies in hot drinks. Three out of five leading players are mostly involved in traditional fresh ground coffee. Best performing brands are also brands launched by domestic companies, which benefit from strong company reputation, well developed distribution and active marketing over the review period. Multinational producers are only active in less developed but faster growing categories of tea and other hot drinks.
Foodservice sales rise, but retail remains dominant hot drinks channel
Supermarkets/hypermarkets dominate in retail volume sales of hot drinks and increased its shares over the last five years, as it expanded the number of outlets throughout the country. Discounters as well increased sales of hot drinks particularly in 2008 since more consumers with limited purchasing power shop for groceries from chained store outlets where the product offer is wider and margins are lower. All leading manufacturers, both domestic and regional have established a great distribution network, supplying to as many stores as possible, while multinational brands can be found only in supermarkets/hypermarkets. Foodservice channel sales grew faster than retail in volume due to increasing numbers of outlets. Macedonian population regardless of personal income, within the last decade, has established the habit of visiting coffee shops as a form of social event and drinking coffee in foodservice outlets has become synonymous with meeting friends or business associates.
Volume growth to stagnate, value to boost with underdeveloped categories growth
Volume growth of hot drinks is expected to slow down, but constant value growth to perform better as compared with the review period. The category dominantly based on traditional coffee is mature and reaching its limits in terms of volume consumption. However, changing lifestyle and health awareness are expected to drive volume growth of smaller categories such as instant coffee, other hot drinks and green tea. These underdeveloped categories, with higher average prices compared with traditional fresh coffee are also estimated to boost value growth and to prevent stagnation of the hot drinks category.
Table of contents
HOT DRINKS IN MACEDONIA : MARKET INSIGHT
EXECUTIVE SUMMARY
New product launches and advertising drive category growth
Intensified competition within mature coffee category
Regional companies loyal to traditional customers` preferences lead sales
Foodservice sales rise, but retail remains dominant hot drinks channel
Volume growth to stagnate, value to boost with underdeveloped categories growth
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 14 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
COFFEE IN MACEDONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Retail Sales of Coffee by Type: Volume 2003-2008
Table 26 Retail Sales of Coffee by Type: Value 2003-2008
Table 27 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 28 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 29 Coffee Company Shares 2004-2008
Table 30 Coffee Brand Shares 2005-2008
Table 31 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 32 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 33 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 34 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN MACEDONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 35 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 36 Retail Sales of Tea by Subsector: Value 2003-2008
Table 37 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 38 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 39 Tea Company Shares 2004-2008
Table 40 Tea Brand Shares 2005-2008
Table 41 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 42 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 43 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 44 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
Table 45 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 46 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 47 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 48 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN MACEDONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 49 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 50 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 51 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 52 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 53 Other Hot Drinks Company Shares 2004-2008
Table 54 Other Hot Drinks Brand Shares 2005-2008
Table 55 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 56 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013
ALKALOID AD
Strategic Direction
Key Facts
Summary 2 Alkaloid AD: Key Facts
Summary 3 Alkaloid AD: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Alkaloid AD: Competitive Position 2008
RIO DOOEL
Strategic Direction
Key Facts
Summary 5 Rio dooel: Key Facts
Summary 6 Rio dooel: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Rio dooel: Competitive Position 2008