Household Care in Macedonia

Euromonitor International's Household Care 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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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

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Political environment main reason for slow growth

The unstable region in which Macedonia is situated, the Kosovo war, the short war between the country’s government and the ethnic Albanian rebels, and unsolved problems with its neighbours have all made Macedonia rather unattractive for foreign investments in recent years. Macedonia faced many problems during the transition to a market economy. The extent of unemployment, the grey market, corruption and a relatively ineffective legal system stifled growth and caused significant problems. The country still has one of the lowest levels of per capita GDP in Europe.

Loyalty towards companies from former Yugoslav Republics

The difficult transitional period, a large proportion of the population on low income and the extent of unemployment have resulted in many Macedonians being very nostalgic for the socialist regime. Those companies present on the Yugoslav market during the socialist era continue to gain share due to the strong recognition of their products among consumers. Older consumers in particular are very loyal towards these products, and it is very difficult to persuade them to buy new and unfamiliar offerings.

National manufacturers active

The country’s efforts to develop small and medium-size enterprises are justified with the increased number of local producers. Price is the main instrument used by national companies to compete. Additional factors contributing to the improved status of local producers is the increasingly modern appearance of their products and their improved quality.

Promotional activities

Promotion is the tool most used to gain and recover market share, especially by multinational companies. The marketing campaigns implemented by multinationals are a response to the low prices of products from national companies. The main players are consolidating shares through constant promotion of their products. In recent years lotteries have become a major marketing tool in Macedonia.

Table of contents

HOUSEHOLD CARE IN MACEDONIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Political environment main reason for slow growth

Loyalty towards companies from former Yugoslav Republics

National manufacturers active

Promotional activities

KEY TRENDS AND DEVELOPMENTS

GDP growth and inflation

Supermarkets leaders in distribution

Market Data

Table 1 Sales of Household Care by Sector: Value 2000-2005

Table 2 Sales of Household Care by Sector: % Value Growth 2000-2005

Table 3 Household Care Company Shares 2001-2005

Table 4 Household Care Brand Shares 2002-2005

Table 5 Sales of Household Care by Distribution Format: % Analysis 1999/2004

Table 6 Sales of Household Care by Sector and Distribution Format: % Analysis 2004

Table 7 Forecast Sales of Household Care by Sector: Value 2005-2010

Table 8 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010

LAUNDRY CARE – MACEDONIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 9 Sales of Laundry Care by Subsector: Value 2000-2005

Table 10 Sales of Laundry Care by Subsector: % Value Growth 2000-2005

Table 11 Laundry Care Company Shares 2001-2005

Table 12 Laundry Care Brand Shares 2002-2005

Table 13 Forecast Sales of Laundry Care by Subsector: Value 2005-2010

Table 14 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010

Table 15 Sales of Laundry Detergents by Type: Value 2000-2005

Table 16 Sales of Laundry Detergents by Type: % Value Growth 2000-2005

Table 17 Laundry Detergents Company Shares 2001-2005

Table 18 Laundry Detergents Brand Shares 2002-2005

Table 19 Sales of Fabric Softeners by Type: Value 2000-2005

Table 20 Sales of Fabric Softeners by Type: % Value Growth 2000-2005

Table 21 Fabric Softeners Brand Shares 2002-2005

Table 22 Sales of Laundry Aids by Type: Value 2000-2005

Table 23 Sales of Laundry Aids by Type: % Value Growth 2000-2005

Table 24 Laundry Aids Company Shares 2001-2005

Table 25 Laundry Aids Brand Shares 2002-2005

DISHWASHING PRODUCTS – MACEDONIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 26 Sales of Dishwashing Products by Subsector: Value 2000-2005

Table 27 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005

Table 28 Dishwashing Products Company Shares 2001-2005

Table 29 Dishwashing Products Brand Shares 2002-2005

Table 30 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010

Table 31 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010

SURFACE CARE – MACEDONIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 32 Sales of Surface Care by Subsector: Value 2000-2005

Table 33 Sales of Surface Care by Subsector: % Value Growth 2000-2005

Table 34 Surface Care Company Shares 2001-2005

Table 35 Surface Care Brand Shares 2002-2005

Table 36 Forecast Sales of Surface Care by Subsector: Value 2005-2010

Table 37 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010

CHLORINE BLEACH – MACEDONIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 38 Sales of Chlorine Bleach: Value 2000-2005

Table 39 Sales of Chlorine Bleach: % Value Growth 2000-2005

Table 40 Chlorine Bleach Company Shares 2001-2005

Table 41 Chlorine Bleach Brand Shares 2002-2005

Table 42 Forecast Sales of Chlorine Bleach: Value 2005-2010

Table 43 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010

TOILET CARE PRODUCTS – MACEDONIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 44 Sales of Toilet Care Products by Subsector: Value 2000-2005

Table 45 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005

Table 46 Toilet Care Products Company Shares 2001-2005

Table 47 Toilet Care Products Brand Shares 2002-2005

Table 48 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010

Table 49 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010

POLISHES – MACEDONIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 50 Sales of Polishes by Subsector: Value 2000-2005

Table 51 Sales of Polishes by Subsector: % Value Growth 2000-2005

Table 52 Polishes Company Shares 2001-2005

Table 53 Polishes Brand Shares 2002-2005

Table 54 Forecast Sales of Polishes by Subsector: Value 2005-2010

Table 55 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010

AIR CARE – MACEDONIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 56 Sales of Air Care by Subsector: Value 2000-2005

Table 57 Sales of Air Care by Subsector: % Value Growth 2000-2005

Table 58 Air Care Company Shares 2001-2005

Table 59 Air Care Brand Shares 2002-2005

Table 60 Forecast Sales of Air Care by Subsector: Value 2005-2010

Table 61 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010

INSECTICIDES – MACEDONIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 62 Sales of Insecticides by Subsector: Value 2000-2005

Table 63 Sales of Insecticides by Subsector: % Value Growth 2000-2005

Table 64 Insecticides Company Shares 2001-2005

Table 65 Insecticides Brand Shares 2002-2005

Table 66 Forecast Sales of Insecticides by Subsector: Value 2005-2010

Table 67 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010

OHIS AD

Strategic Direction

Key Facts

Summary 1 Ohis AD: Key Facts

Company Background

Competitive Positioning

SAPONIA DD

Strategic Direction

Key Facts

Summary 2 Saponia dd: Key Facts

Competitive Positioning

DEFINITIONS

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