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Country Report

Alcoholic Drinks in

Alcoholic Drinks in North Macedonia

May 2021

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Executive Summary

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COVID-19 impact on alcoholic drinks

The outbreak of Coronavirus (COVID-19) and the measures implemented to stem the spread of the pandemic, especially lockdown/stay-at-home and social distancing rules, smart/remote working and the closure of and later restrictions on foodservice establishments had a major negative impact for on-trade sales of alcoholic drinks in 2020. While there was a shift to retail, resulting in faster off-trade volume growth rates compared with 2019, this was insufficient to offset sharp on-trade declines in all categories, except the smallest, cider/perry.

COVID-19 country impact

North Macedonia declared a state of emergency on 18 March 2020, as well as a complete closure of the country’s borders, including Skopje Airport and Ohrid Airport; movement was consequently restricted. An even stricter lockdown was implemented during the Catholic and Orthodox Easter holidays and May Day celebrations, and additional measures were applied for the elderly and minors.

Company response

A common way in which producers reacted to COVID-19 was to donate money or goods to institutions and communities to help consumers cope better with the pandemic. For example, Pivara Skopje, the dominant player in the largest category, beer, donated disinfectants and other products to the Red Cross organisation from the outset of the pandemic, in March 2020.

Retailing shift

Lockdown and ongoing mobility restrictions and health concerns saw many consumers shift to retail outlets closer to home. This sustained demand in traditional formats, especially independent small grocers and “other” grocery retailers, which came under increasing pressure from the development of modern retailing in North Macedonia in the review period.

On-trade vs off-trade split

All categories saw a shift towards the off-trade channel in 2020. This was mainly because on-trade establishments were forced to close by the government, as it tried to turn back or slow the tide of COVID-19 in the country.

What next for alcoholic drinks?

Alcoholic drinks is expected to see a return to total volume sales growth from 2021. This is largely due to the anticipated rebound in on-trade sales as consumers resume pre-pandemic lifestyles.

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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

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Table 2 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 14 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 1 Research Sources

Beer in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Shift to off-trade unable to offset steep decline in on-trade sales as foodservice establishments close

Preference to lower-priced lager for economic reasons stems trend for upmarket options

Leading player invests in fight against COVID-19 to remain top-of-mind

RECOVERY AND OPPORTUNITIES

Faster on-trade than off-trade volume growth projected as consumers return to foodservice establishments

Strong growth potential for ale as global craft beer trend piques the interest of young adults

Retailing development offers potential for private label emergence

CATEGORY BACKGROUND

Summary 2 Lager by Price Band 2020
Table 19 Number of Breweries 2015-2020

CATEGORY DATA

Table 20 Sales of Beer by Category: Total Volume 2015-2020
Table 21 Sales of Beer by Category: Total Value 2015-2020
Table 22 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 23 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 26 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 27 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

On-trade popularity of wine informs steep decline in total volume sales

Social restrictions hamper consumption opportunities for sparkling wine

Some wineries look to reach consumers via e-commerce and home delivery

RECOVERY AND OPPORTUNITIES

Return to pre-pandemic lifestyles set to boost on- and off-trade sales

Premiumisation trend set to resurface as players appeal to affluent consumers with New World wines

Ongoing retail modernisation set to exert pressure on traditional grocery retailers

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2015-2020
Table 36 Sales of Wine by Category: Total Value 2015-2020
Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 43 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 44 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 45 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 46 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Limited shift to the off-trade channel as consumers move away from spirits or seek alternative avenues

Spirits with an off-trade bias prove more resilient in the face of the pandemic

Tough economic and business climate discourages new product and marketing investments

RECOVERY AND OPPORTUNITIES

On-trade channel expected to regain leadership as consumers return to pre-pandemic spirits consumption

Development of modern retailing expected to cut into the appeal of traditional formats

Shift towards alternatives for health, economic and status reasons undermines growth potential in spirits

CATEGORY DATA

Table 47 Sales of Spirits by Category: Total Volume 2015-2020
Table 48 Sales of Spirits by Category: Total Value 2015-2020
Table 49 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 50 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 51 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 52 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 53 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 54 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 55 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 56 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 57 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 58 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 59 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 60 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 61 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Stronger shift to the off-trade channel fosters total volume growth

Cider/perry remains a small category despite expanding retail presence

Producers shy away from new product development and marketing activities during the pandemic

RECOVERY AND OPPORTUNITIES

Return to on-trade channel set to hinder off-trade volume growth

Cider/perry predicted to benefit from young adults’ search for more modern alcoholic drinks

Development of local and international brands holds the key to broadening the consumer base

CATEGORY DATA

Table 62 Sales of Cider/Perry: Total Volume 2015-2020
Table 63 Sales of Cider/Perry: Total Value 2015-2020
Table 64 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 65 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 66 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 67 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 68 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 69 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 70 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 71 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 72 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 73 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 74 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 75 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 76 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Stronger off-trade volume growth unable to offset sharp on-trade decline due to Coronavirus (COVID-19)

Low awareness and the economic fallout of the pandemic militate against investment in new products

High seasonality and weak distribution limit any challenge to Smirnoff Ice’s dominance

RECOVERY AND OPPORTUNITIES

Return to busy lifestyles and more room for rebound expected to foster faster on-trade than off-trade volume growth in the short term

Investment required to raise awareness of RTDs in the forecast period

Tough economic environment and category limitations weaken retailers’ ability to consider private label

CATEGORY DATA

Table 77 Sales of RTDs by Category: Total Volume 2015-2020
Table 78 Sales of RTDs by Category: Total Value 2015-2020
Table 79 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 80 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 81 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 82 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 83 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 84 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 85 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 86 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 87 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 88 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 89 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 90 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 91 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

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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

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

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

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

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

DISCLAIMER

SOURCES

Beer in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Shift to off-trade unable to offset steep decline in on-trade sales as foodservice establishments close

Preference to lower-priced lager for economic reasons stems trend for upmarket options

Leading player invests in fight against COVID-19 to remain top-of-mind

RECOVERY AND OPPORTUNITIES

Faster on-trade than off-trade volume growth projected as consumers return to foodservice establishments

Strong growth potential for ale as global craft beer trend piques the interest of young adults

Retailing development offers potential for private label emergence

CATEGORY BACKGROUND

CATEGORY DATA

Wine in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

On-trade popularity of wine informs steep decline in total volume sales

Social restrictions hamper consumption opportunities for sparkling wine

Some wineries look to reach consumers via e-commerce and home delivery

RECOVERY AND OPPORTUNITIES

Return to pre-pandemic lifestyles set to boost on- and off-trade sales

Premiumisation trend set to resurface as players appeal to affluent consumers with New World wines

Ongoing retail modernisation set to exert pressure on traditional grocery retailers

CATEGORY DATA

Spirits in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Limited shift to the off-trade channel as consumers move away from spirits or seek alternative avenues

Spirits with an off-trade bias prove more resilient in the face of the pandemic

Tough economic and business climate discourages new product and marketing investments

RECOVERY AND OPPORTUNITIES

On-trade channel expected to regain leadership as consumers return to pre-pandemic spirits consumption

Development of modern retailing expected to cut into the appeal of traditional formats

Shift towards alternatives for health, economic and status reasons undermines growth potential in spirits

CATEGORY DATA

Cider/Perry in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Stronger shift to the off-trade channel fosters total volume growth

Cider/perry remains a small category despite expanding retail presence

Producers shy away from new product development and marketing activities during the pandemic

RECOVERY AND OPPORTUNITIES