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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Tables: 59 | Publication date: Sep 2008
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
Household care market continues to develop in 2007
The household care market in Macedonia experienced increased value sales in 2007. Laundry care proved to be the most dynamic sector, followed by polishes, surface care and toilet care products. While some products experienced dynamic growth (for example, metal polish), some products (for example, chlorine bleach products) did not manage to attract much consumer attention over the review period. Price levels remained almost unchanged as a result of the intensified competition.
Advertising the most powerful tool for increasing sales
Consumer communication is becoming increasingly important for a brand's success. The most frequently purchased products – laundry detergents, fabric softeners and surface care – are the most heavily advertised, with commercials appearing on TV and print media. Local manufacturers are also present with marketing campaigns. Amongst the most widely employed promotional tools are bundle promotions and free gifts. For emerging products, advertising was not used only to create brand awareness, but also to educate the consumer and to increase product awareness so that further development is possible. Organizing lotteries is one of the most used marketing activities on the market.
Private label strengthens its position on the market
The household care market is fragmented amongst multinational companies such as The Procter & Gamble Co, Reckitt Benckiser Plc and SC Johnson & Son Inc, the regional companies Saponia dd and Ilirija dd and the national manufacturer Ohis AD. Multinationals lead development with their wide brand portfolios. Regional companies are gaining market share thanks to the strong recognition of their products. Private label products have achieved substantial increases, and are becoming increasingly popular due to their favourable price and acceptable quality. Private label products generally appeal to consumers with lower incomes, mostly from small urban areas.
Increased penetration of washing machines seen
Household penetration of washing machines experienced a boom in the period between 2002 and 2007 due to the sales on credit system embraced by almost all the important retailers in this field. Washing machine penetration continues to be a major factor affecting laundry care sales. While the population in large urban areas owning a washing machine is most likely to use not only automatic detergents, but also fabric softeners and water softeners due to the higher levels of income, most of the population owning washing machines in smaller urban areas and in rural areas is using automatic detergents only as a consequence of a more restrictive household income.
Sustainable growth ahead
The future of the household care environment looks stable, with stronger volume and constant value growth envisioned for the forecast period. Prices will gradually decrease due to intense competition between branded goods and private label household care products. As a result, private label products are expected to strengthen their hold in coming years. Manufacturers are expected to be more innovative and introduction of new products is expected. This trend will be most evident in the small and niche product areas.
Table of contents
HOUSEHOLD CARE IN MACEDONIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care market continues to develop in 2007
Advertising the most powerful tool for increasing sales
Private label strengthens its position on the market
Increased penetration of washing machines seen
Sustainable growth ahead
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 10 Household Penetration of Washing Machines 2002-2007
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Laundry Care Company Shares 2003-2007
Table 16 Laundry Care Brand Shares 2004-2007
Table 17 Laundry Detergents Company Shares 2003-2007
Table 18 Laundry Detergents Brand Shares 2004-2007
Table 19 Laundry Aids Company Shares 2003-2007
Table 20 Laundry Aids Brand Shares 2004-2007
Table 21 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 23 Household Penetration of Dishwashers 2002-2007
Sector Data
Table 24 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 25 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 26 Dishwashing Products Company Shares 2003-2007
Table 27 Dishwashing Products Brand Shares 2004-2007
Table 28 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 30 Sales of Surface Care by Subsector: Value 2002-2007
Table 31 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 32 Surface Care Company Shares 2003-2007
Table 33 Surface Care Brand Shares 2004-2007
Table 34 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 35 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 36 Chlorine Bleach Company Shares 2003-2007
Table 37 Chlorine Bleach Brand Shares 2004-2007
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Toilet Care Products Company Shares 2003-2007
Table 39 Toilet Care Products Brand Shares 2004-2007
Table 40 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 41 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 42 Sales of Polishes by Subsector: Value 2002-2007
Table 43 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 44 Polishes Company Shares 2003-2007
Table 45 Polishes Brand Shares 2004-2007
Table 46 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 47 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 48 Air Care Company Shares 2003-2007
Table 49 Air Care Brand Shares 2004-2007
Table 50 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 51 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Insecticides Company Shares 2003-2007
Table 53 Insecticides Brand Shares 2004-2007
HEMIKS DOO
Strategic Direction
Key Facts
Summary 2 Hemiks doo: Key Facts
Company Background
Production
Competitive Positioning
OHIS AD
Strategic Direction
Key Facts
Summary 3 Ohis AD: Key Facts
Company Background
Competitive Positioning
Summary 4 Ohis AD: Competitive Position 2007
Strategic Direction
Key Facts
Summary 5 Saponia dd: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Saponia dd: Competitive Position 2007