Executive Summary

Jun 2019
Beauty and personal care sees stable growth despite serious challenges

In 2018, beauty and personal care achieved moderate current value growth, mainly in response to the stable performance of the bigger beauty and personal care categories, particularly mass fragrances, bath and shower and hair care, particularly styling agents and shampoos. These large beauty and personal care categories witnessed significant levels of innovation, resulting in frequent new product launches, which helped them to achieve solid performances in 2018.

Innovation and frequent new launches positively impact beauty and personal care

Beauty and personal care is an industry which sees significant innovation and research, resulting in frequent key new product launches in the market each year. This positively impacts the performance of beauty and personal care.

International companies dominate beauty and personal care

Dominating beauty and personal care in 2018 were international companies and their respective brands, led by Coty and L'Oréal Groupe, which ranked first and second respectively. Major competitors and category leaders are typically global companies which manage complex beauty and personal care brand portfolios which are extremely popular and recognised globally.

Modern grocery retailers increases its share of distribution

Traditional grocery retailers is still the dominant distribution channel in retailing in Macedonia. Nonetheless, when it comes to beauty and personal care, distribution of these products in Macedonia is now increasingly through modern grocery retailers, particularly supermarkets.

Slower growth over the forecast period, due to saturation and economic woes

Over the forecast period, beauty and personal care is set to continue growing; albeit current value growth is set to be slightly slower due to multiple factors negatively impacting the industry and limiting its future growth prospects. One of the main factors is the saturation and maturity of the most significant categories, particularly bath and shower, hair care, fragrances and colour cosmetics.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care 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 Beauty and Personal Care 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 (where applicable):

The Beauty and Personal Care 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 Beauty and Personal Care in North Macedonia?
  • What are the major brands in North Macedonia?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

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 Beauty and Personal Care market research database.

Beauty and Personal Care in Macedonia

EXECUTIVE SUMMARY

Beauty and personal care sees stable growth despite serious challenges
Innovation and frequent new launches positively impact beauty and personal care
International companies dominate beauty and personal care
Modern grocery retailers increases its share of distribution
Slower growth over the forecast period, due to saturation and economic woes

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Macedonia

HEADLINES

PROSPECTS

Baby and child-specific products grows despite negative demographics
Medicated baby and child-specific products achieves the fastest value growth
Baby wipes is set to stagnate in volume terms over the forecast period

COMPETITIVE LANDSCAPE

The Procter & Gamble Co leads baby and child-specific products
Domestic company Alkaloid AD Skopje ranks second
International companies dominate baby and child-specific products

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Macedonia

HEADLINES

PROSPECTS

Innovation and frequent key new product launches drive growth
Negative demographics will begin to have an impact
Intimate washes and bar soap see the strongest growth

COMPETITIVE LANDSCAPE

Colgate-Palmolive Co leads bath and shower
Unilever Group ranks second
Bath and shower is overwhelmingly dominated by international companies

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2013-2018
Table 22 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 24 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 25 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 27 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Macedonia

HEADLINES

PROSPECTS

Demand increases for colour cosmetics with added skin care benefits
Despite tireless innovation, colour cosmetics falls victim to negative demographics
Colour cosmetics sets/kits sees the fastest growth

COMPETITIVE LANDSCAPE

Coty leads colour cosmetics
Direct selling company Avon Kozmetiks ranks third
Colour cosmetics is the exclusive domain of international companies and brands

CATEGORY DATA

Table 30 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Macedonia

HEADLINES

PROSPECTS

Negative demographics slow down the growth of deodorants
The growing importance of the gym culture drives up sales
Deodorant sprays is the dominant format

COMPETITIVE LANDSCAPE

Unilever Group leads deodorants
Group Sarantis ranks second
Avon is one of the leading brands in deodorants

CATEGORY DATA

Table 39 Sales of Deodorants by Category: Value 2013-2018
Table 40 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 42 NBO Company Shares of Deodorants: % Value 2014-2018
Table 43 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 45 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Fragrances in Macedonia

HEADLINES

PROSPECTS

Mass fragrances outperforms premium fragrances
Sparkling citruses, lighter florals and gender-neutral fragrances
Beauty specialist retailers continues to take share from direct selling

COMPETITIVE LANDSCAPE

Direct selling company Avon Kozmetiks leads fragrances
Puig ranks second
Coty in third and most other companies and brands are international

CATEGORY DATA

Table 48 Sales of Fragrances by Category: Value 2013-2018
Table 49 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Fragrances: % Value 2014-2018
Table 51 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 52 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 53 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 54 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 55 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Macedonia

HEADLINES

PROSPECTS

Negative demographic trends slow down the growth of hair care
Hair loss treatments sees the fastest growth
The growing significance of the hair salon culture shapes hair care

COMPETITIVE LANDSCAPE

L’Oréal Groupe leads hair care
The Procter & Gamble Co ranks second
Henkel AG and Co ranks third in a category dominated by international companies

CATEGORY DATA

Table 56 Sales of Hair Care by Category: Value 2013-2018
Table 57 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 58 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 59 NBO Company Shares of Hair Care: % Value 2014-2018
Table 60 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 61 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 62 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 63 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 64 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 65 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 66 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Macedonia

HEADLINES

PROSPECTS

Mass fragrances leads growth, thanks to mass women’s fragrances
Mass skin care grows rapidly, driven by anti-agers and basic moisturisers
The growth of mass beauty and personal care remains stable

COMPETITIVE LANDSCAPE

L'Oréal Groupe takes the lead in mass beauty and personal care
Avon is the leading brand in mass beauty and personal care
International companies overwhelmingly dominate mass beauty and personal care

CATEGORY DATA

Table 67 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 68 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 69 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 70 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 71 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 72 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Macedonia

HEADLINES

PROSPECTS

Men’s skin care sees the best performance within men’s grooming
Slow growth for pre- and post-shave and men’s razors and blades
Brand availability improves across men’s grooming

COMPETITIVE LANDSCAPE

The Procter & Gamble Co leads men’s grooming
Beiersdorf dooel Skopje ranks second
Unilever Group ranks third in a category dominated by international players

CATEGORY DATA

Table 73 Sales of Men’s Grooming by Category: Value 2013-2018
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 77 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 80 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Macedonia

HEADLINES

PROSPECTS

Slower growth for oral care, as toothpaste and toothbrushes underperform
The secondary oral hygiene market grows amidst increased consumer awareness
More oral care products with narrow specialisation are available

COMPETITIVE LANDSCAPE

Colgate-Palmolive Co leads oral care
GlaxoSmithKline ranks second
Unilever Group ranks third, although its Signal brand is second

CATEGORY DATA

Table 82 Sales of Oral Care by Category: Value 2013-2018
Table 83 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 84 Sales of Toothbrushes by Category: Value 2013-2018
Table 85 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 87 NBO Company Shares of Oral Care: % Value 2014-2018
Table 88 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 89 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 91 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Macedonia

HEADLINES

PROSPECTS

The better quality of life leads to high demand for premium products
Premium bath and shower and body care see the fastest growth
The continued growth of premium fragrances provides stability

COMPETITIVE LANDSCAPE

Coty leads premium beauty and personal care, followed by CM Delta
Clinique sees a growing share within premium beauty and personal care
International companies and brands dominate premium beauty and personal care

CATEGORY DATA

Table 93 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 94 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 95 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 96 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 97 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 98 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Macedonia

HEADLINES

PROSPECTS

The solid growth of skin care continues, despite challenges
Premium skin care sees the best performance, particularly premium body care
Anti-agers are the focus of mid-lifers and elderly consumers

COMPETITIVE LANDSCAPE

Beiersdorf dooel Skopje leads skin care
L'Oréal Groupe ranks second
Neva ranks third thanks to its second-ranked skin care brand Rosal

CATEGORY DATA

Table 99 Sales of Skin Care by Category: Value 2013-2018
Table 100 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 101 NBO Company Shares of Skin Care: % Value 2014-2018
Table 102 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 103 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 104 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 105 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Macedonia

HEADLINES

PROSPECTS

Favourable weather conditions drive up sales in sun care
Innovation and the convenience trend continue to shape sun care
Brands increasingly promote not just UV protection, but also other added-value

COMPETITIVE LANDSCAPE

Alkaloid AD Skopje leads sun care
Beiersdorf dooel Skopje ranks second
Whilst led by a domestic company, sun care is dominated by international players

CATEGORY DATA

Table 106 Sales of Sun Care by Category: Value 2013-2018
Table 107 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 108 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 109 NBO Company Shares of Sun Care: % Value 2014-2018
Table 110 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 111 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 112 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 113 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 114 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Depilatories in Macedonia

HEADLINES

PROSPECTS

Hair removers/bleaches sees the fastest growth
Women’s pre-shave significantly underperforms
A limited brand presence will hamper the growth opportunities for depilatories

COMPETITIVE LANDSCAPE

The Procter & Gamble Co leads depilatories
Reckitt Benckiser Group ranks second
International companies and brands overwhelmingly dominate depilatories

CATEGORY DATA

Table 115 Sales of Depilatories by Category: Value 2013-2018
Table 116 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 117 NBO Company Shares of Depilatories: % Value 2014-2018
Table 118 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 119 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 120 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023