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Country Report

Alcoholic Drinks in

Alcoholic Drinks in North Macedonia

Jul 2019

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Executive Summary

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Solid total volume growth of alcoholic drinks in 2018

In 2018, alcoholic drinks in Macedonia recorded solid total volume growth, mainly due to the strong performance of beer and the stable performance of the majority of spirits ranges, including the rachiu/rakija and other distilled beverages categories. The political instability in the country over the late review period took its toll on the economic growth of the country, preventing improvements in disposable personal incomes and the overall quality of life.

Innovation results in new craft beer, flavoured spirits and premium wine brands

Alcoholic drinks continues to be a dynamic market, seeing significant innovation and new product development in most categories, resulting in frequent key new product launches on the market each year. Most of the innovation within alcoholic drinks is currently centred around craft beer, micro- and nanobreweries within beer, flavour extensions, the health spin within spirits and authenticity and New World wines within wine.

Domestic companies dominate sales of alcoholic drinks in 2018

In 2018 domestic companies maintained their clear dominance in alcoholic drinks in total volume terms. This dominance is in part due to the strong total volume share of Pivara Skopje ad and Prilepska Pivarnica ad within beer, which takes a significant share at the overall alcoholic drinks level.

Traditional grocery retailers still responsible for the largest distribution share in 2018

Traditional grocery retailers remained the biggest distribution channel for alcoholic drinks in Macedonia in 2018. Given the nature of most alcoholic drinks product ranges, traditional grocery retailers are responsible for the largest distribution share among the retail distribution channels.

Growth of alcoholic drinks to slow down

Over the forecast period alcoholic drinks is set to continue to grow, albeit at a slightly slower rate than in 2018, mainly as a result of the market saturation of the large and robust product areas such as beer and other spirits. The negative demographic trends are set to also aggravate the situation and will tend to drive volume sales down.

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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

Solid total volume growth of alcoholic drinks in 2018

Innovation results in new craft beer, flavoured spirits and premium wine brands

Domestic companies dominate sales of alcoholic drinks in 2018

Traditional grocery retailers still responsible for the largest distribution share in 2018

Growth of alcoholic drinks to slow down

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 2018

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 2013-2018

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in North Macedonia

HEADLINES

PROSPECTS

Consumer shift to beer continues

The role of microbreweries increases as craft beer culture grows

Imported premium lager is the fastest-growing beer type in 2018

COMPETITIVE LANDSCAPE

Pivara Skopje ad continues to dominate beer in 2018

Prilepska Pivarnica ad ranks second in 2018

Domestic beer brands dominate in total value terms

CATEGORY BACKGROUND

Summary 3 Lager by Price Band 2018
Table 17 Number of Breweries 2013-2018

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2013-2018
Table 19 Sales of Beer by Category: Total Value 2013-2018
Table 20 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 26 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 27 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 29 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in North Macedonia

HEADLINES

PROSPECTS

Cider/perry sees strong growth in 2018, but the overall sales base remains low

Shortage of major cider/perry brands and high seasonality

Cider/perry to maintain healthy growth over the forecast period

COMPETITIVE LANDSCAPE

Carlsberg A/S with its Somersby brand is the leading cider/perry company in 2018

Very limited competition at a category level

New brand enters the category in 2018

CATEGORY DATA

Table 33 Sales of Cider/Perry: Total Volume 2014-2018
Table 34 Sales of Cider/Perry: Total Value 2014-2018
Table 35 Sales of Cider/Perry: % Total Volume Growth 2014-2018
Table 36 Sales of Cider/Perry: % Total Value Growth 2014-2018
Table 37 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2018
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2018
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2018
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2018
Table 41 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 42 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 43 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 44 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 45 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 46 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 47 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Rtds in North Macedonia

HEADLINES

PROSPECTS

Limited presence of RTDs brands in Macedonia

RTDs struggle for share despite global trends that positively impact consumption

In most cases RTDs consumption remains highly seasonal

COMPETITIVE LANDSCAPE

Diageo Plc leads RTDs in 2018

Bacardi & Co Ltd ranks second in 2018

Limited number of international competitors within RTDs

CATEGORY DATA

Table 48 Sales of RTDS by Category: Total Volume 2013-2018
Table 49 Sales of RTDS by Category: Total Value 2013-2018
Table 50 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 51 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 52 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 53 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 54 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 55 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 56 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 57 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 58 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 59 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 60 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 61 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 62 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023

Spirits in North Macedonia

HEADLINES

PROSPECTS

Spirits maintains modest positive volume growth in 2018

Dynamic single malt Scotch whisky, bitters and tequila (and mezcal)

Brandy and gin stagnate as rakija and other distilled beverages post minimal growth

COMPETITIVE LANDSCAPE

Badel 1862 dd leads spirits in 2018 as its share continues to tumble

Diageo Plc ranks second within spirits in 2018

International brands maintain their dominance in 2018

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2013-2018
Table 64 Sales of Spirits by Category: Total Value 2013-2018
Table 65 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 66 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 71 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 72 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 73 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 74 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 75 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 76 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 77 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in North Macedonia

HEADLINES

PROSPECTS

Wine growth improves but still compromised as consumers shift to beer

Other sparkling wine continues to enjoy success

Premiumisation of wine continues, targeting wealthier consumers

COMPETITIVE LANDSCAPE

Winery Tikves ad is the leading wine company in 2018

High level of fragmentation in a category led by domestic players

Modest presence of international wine brands

CATEGORY DATA

Table 78 Sales of Wine by Category: Total Volume 2013-2018
Table 79 Sales of Wine by Category: Total Value 2013-2018
Table 80 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 81 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 82 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 83 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 84 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 85 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 86 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 87 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 88 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 89 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

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Country Report

Alcoholic Drinks in North Macedonia

New Report Guarantee

Executive Summary

New Report Guarantee

Solid total volume growth of alcoholic drinks in 2018

Innovation results in new craft beer, flavoured spirits and premium wine brands

Domestic companies dominate sales of alcoholic drinks in 2018

Traditional grocery retailers still responsible for the largest distribution share in 2018

Growth of alcoholic drinks to slow down

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Overview

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Table of Contents

Alcoholic Drinks in North Macedonia

EXECUTIVE SUMMARY

Solid total volume growth of alcoholic drinks in 2018

Innovation results in new craft beer, flavoured spirits and premium wine brands

Domestic companies dominate sales of alcoholic drinks in 2018

Traditional grocery retailers still responsible for the largest distribution share in 2018

Growth of alcoholic drinks to slow down

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

DEFINITIONS

SOURCES

Beer in North Macedonia

HEADLINES

PROSPECTS

Consumer shift to beer continues

The role of microbreweries increases as craft beer culture grows

Imported premium lager is the fastest-growing beer type in 2018

COMPETITIVE LANDSCAPE

Pivara Skopje ad continues to dominate beer in 2018

Prilepska Pivarnica ad ranks second in 2018

Domestic beer brands dominate in total value terms

CATEGORY BACKGROUND

CATEGORY DATA

Cider/Perry in North Macedonia

HEADLINES

PROSPECTS

Cider/perry sees strong growth in 2018, but the overall sales base remains low

Shortage of major cider/perry brands and high seasonality

Cider/perry to maintain healthy growth over the forecast period

COMPETITIVE LANDSCAPE

Carlsberg A/S with its Somersby brand is the leading cider/perry company in 2018

Very limited competition at a category level

New brand enters the category in 2018

CATEGORY DATA

Rtds in North Macedonia

HEADLINES

PROSPECTS

Limited presence of RTDs brands in Macedonia

RTDs struggle for share despite global trends that positively impact consumption

In most cases RTDs consumption remains highly seasonal

COMPETITIVE LANDSCAPE

Diageo Plc leads RTDs in 2018

Bacardi & Co Ltd ranks second in 2018

Limited number of international competitors within RTDs

CATEGORY DATA

Spirits in North Macedonia

HEADLINES

PROSPECTS

Spirits maintains modest positive volume growth in 2018

Dynamic single malt Scotch whisky, bitters and tequila (and mezcal)

Brandy and gin stagnate as rakija and other distilled beverages post minimal growth

COMPETITIVE LANDSCAPE

Badel 1862 dd leads spirits in 2018 as its share continues to tumble

Diageo Plc ranks second within spirits in 2018