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Country Report

Alcoholic Drinks in

Alcoholic Drinks in North Macedonia

Sep 2020

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Executive Summary

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COVID-19 impact on alcoholic drinks

The suspension of on-trade activity, as bars, cafés, and restaurants closed as part of efforts to limit the spread of COVID-19, has had a marked impact on sales across alcoholic drinks categories in 2020. Some on-trade demand shifted to off-trade channels, supported by the ongoing expansion of modern grocery retailing, which provided consumers with access to a wider range of products than traditional channels.

COVID-19 country impact

North Macedonia introduced a state of emergency on 18 March, as well as a complete closure of the country’s borders, including Skopje Airport and Ohrid Airport. Movement was restricted under the state of emergency.

Modernising the product offer

Efforts to develop the alcoholic drinks offer in terms of modern sensibilities and demand trends were a notable feature of the North Macedonian market in 2019. Young adult consumers of legal drinking age have adopted an increasingly cosmopolitan outlook, influenced by access to the internet, and increasingly perceive traditional products and consumption habits as old-fashioned and parochial.

Domestic players dominate

Domestic players remained dominant in alcoholic drinks in North Macedonia in 2019. This was in large part due to the strength of Pivara Skopje ad and Prilepska Pivarnica ad in the beer category, which is responsible for the majority of overall alcoholic drinks volumes in the market.

Reopening of on-trade outlets and off-trade diversification set to drive growth

Having seen all categories hit hard by the closure of on-trade outlets in 2020, alcoholic drinks is expected to return to volume growth in 2021. The return to normal social and economic activity is expected to support continued year-on-year volume growth throughout the rest of the forecast period, initially through a strong upturn in on-trade demand and subsequently through the continued expansion of off-trade sales.

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Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in North Macedonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in North Macedonia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in North Macedonia for free:

The Alcoholic Drinks in North Macedonia market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in North Macedonia?
What are the major brands in North Macedonia?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in North Macedonia

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Modernising the product offer

Domestic players dominate

Reopening of on-trade outlets and off-trade diversification set to drive growth

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in North Macedonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Craft beer gains in popularity in 2019

Diversification of beer helps to attract consumers from other alcoholic drinks categories

Leader targets craft trend

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Summary 3 Lager by Price Band 2019
Table 17 Number of Breweries 2015-2019

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2014-2019
Table 19 Sales of Beer by Category: Total Value 2014-2019
Table 20 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 21 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 26 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 27 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 29 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 30 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in North Macedonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation trend

Other sparkling wine grows strongly from a low base

Numerous domestic wineries in a highly fragmented category

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 33 Sales of Wine by Category: Total Volume 2014-2019
Table 34 Sales of Wine by Category: Total Value 2014-2019
Table 35 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 36 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 37 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 41 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 42 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 43 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 44 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in North Macedonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Cocktail trend boosts growth categories

Shift towards beer and wine constrains growth

International players hold leading positions

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY DATA

Table 45 Sales of Spirits by Category: Total Volume 2014-2019
Table 46 Sales of Spirits by Category: Total Value 2014-2019
Table 47 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 48 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 49 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 50 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 51 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 52 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 53 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 54 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 55 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 56 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 57 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 58 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 59 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in North Macedonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Female-orientated positioning, but growing number of men showing an interest

Off-trade drives growth

Carlsberg dominates

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 60 Sales of Cider/Perry: Total Volume 2014-2019
Table 61 Sales of Cider/Perry: Total Value 2014-2019
Table 62 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 63 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 65 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 67 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 68 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 69 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 70 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 71 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 72 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 73 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 74 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in North Macedonia

HEADLINES

PRE-COVID-19 PERFORMANCE

RTDs remains a minor category

Broad availability of low-priced alternatives and traditional drinking habits impede category development

Diageo maintains dominant position

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 75 Sales of RTDs by Category: Total Volume 2014-2019
Table 76 Sales of RTDs by Category: Total Value 2014-2019
Table 77 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 78 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 79 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 80 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 81 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 82 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 83 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 84 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 85 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 86 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 87 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 88 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 89 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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Megatrends

Country Report

Alcoholic Drinks in North Macedonia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Modernising the product offer

Domestic players dominate

Reopening of on-trade outlets and off-trade diversification set to drive growth

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in North Macedonia

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Modernising the product offer

Domestic players dominate

Reopening of on-trade outlets and off-trade diversification set to drive growth

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Beer in North Macedonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Craft beer gains in popularity in 2019

Diversification of beer helps to attract consumers from other alcoholic drinks categories

Leader targets craft trend

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

CATEGORY DATA

Wine in North Macedonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation trend

Other sparkling wine grows strongly from a low base

Numerous domestic wineries in a highly fragmented category

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Spirits in North Macedonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Cocktail trend boosts growth categories

Shift towards beer and wine constrains growth

International players hold leading positions

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY DATA

Cider/Perry in North Macedonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Female-orientated positioning, but growing number of men showing an interest

Off-trade drives growth

Carlsberg dominates

2020 AND BEYOND