Beauty and Personal Care in North Macedonia

Beauty and Personal Care in North Macedonia

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Plummeting sales in response to the COVID-19 pandemic as consumers spend more time at home

Direct sellers lose customers to the fast-growing e-commerce in 2020

Beiersdorf dooel Skopje has overtaken L'Oréal Groupe as leading player in 2020

RECOVERY AND OPPORTUNITIES

A speedy recovery expected for mass beauty and personal care

Ongoing threat from the premium segment over the forecast period

E-commerce continues to gather pace in North Macedonia

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Limited social activities damages demand for premium beauty and personal care

Premium sun care and colour cosmetics devastated as a result of the pandemic

Coty Inc continues to lead but witnesses ongoing value decline in 2020

RECOVERY AND OPPORTUNITIES

Immediate rebound for premium beauty and personal care as pre pandemic trends resume

E-commerce continually attracts more consumers post pandemic

Large multinationals set to continue leading premium beauty and personal care

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Less dramatic current value decline as parents prioritise the needs of their children

Baby wipes and medicated wipes and nappy (diaper) rash treatments continue to perform well

E-commerce gathers pace as parents avoid possible contamination of the virus

RECOVERY AND OPPORTUNITIES

Immediate recovery from as soon as 2021 as restrictions ease

Private label expected to enter the competitive landscape

Stronger focus on baby and child-specific products with a natural positioning

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Slowed growth as consumers continue to prioritise bath and shower for hygiene purposes

Hygiene concerns boost demand for liquid and bar soap

New launches in 2020 mainly within body wash/shower gel

RECOVERY AND OPPORTUNITIES

Post COVID-19 environment has little impact on bath and shower in 2021 and beyond

Leading players continue to strengthen and largely benefit from the aftermath of the pandemic

Multiple changes expected within retailing in the years to come

CATEGORY DATA

Table 32 Sales of Bath and Shower by Category: Value 2015-2020
Table 33 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 35 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 36 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 38 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Colour cosmetics drastically impacted by remote-working and mask-wearing

E-commerce benefits whilst direct selling suffers

New product launches focus on the introduction of face masks

RECOVERY AND OPPORTUNITIES

Slowed recovery for colour cosmetics over the forecast period

The hybridisation trend continues over the forecast period

More retailers venture into e-commerce

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 43 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 46 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 47 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 48 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 49 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025

Deodorants in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Fewer social gatherings results in declining demand for deodorants

Deodorant sprays continue to dominate deodorants

Unilever Group continues to lead in 2020 thanks to the company’s Rexona and Dove brand

RECOVERY AND OPPORTUNITIES

Slowed recovery for deodorants whilst leading players perform well

Premium products continue to expand in the years to come

Companies adapt to growing concerns regarding aluminium

CATEGORY DATA

Table 50 Sales of Deodorants by Category: Value 2015-2020
Table 51 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 52 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 53 NBO Company Shares of Deodorants: % Value 2016-2020
Table 54 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 55 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 56 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 57 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 58 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025

Depilatories in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Beauty salon closures increase demand for depilatories in 2020

E-commerce benefits from offering consumers a wider range of depilatories than store-based retailers

Multinational companies dominate depilatories in 2020

RECOVERY AND OPPORTUNITIES

Depilatories continues to perform well over the forecast period

Women’s pre-shave continues to see the most dynamic growth in the years to come

New brands expected to enter depilatories over the forecast period

CATEGORY DATA

Table 59 Sales of Depilatories by Category: Value 2015-2020
Table 60 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 61 NBO Company Shares of Depilatories: % Value 2016-2020
Table 62 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 63 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 64 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Fragrances responds negatively to the pandemic as consumers spend less time socialising

Price-sensitivity leads premium fragrances to perform worse than mass

Puig SL overthrows Avon Kozmetiks dooel as leading player in 2020

RECOVERY AND OPPORTUNITIES

Consumer loyalty boosts the recovery process of fragrances

Mass fragrances continues to outperform premium in 2021 and beyond

E-commerce presents a serious threat to other retail channels

CATEGORY DATA

Table 65 Sales of Fragrances by Category: Value 2015-2020
Table 66 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 67 NBO Company Shares of Fragrances: % Value 2016-2020
Table 68 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 69 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 70 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 71 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 72 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Home confinement leads consumers to abandon their daily hair care routines

Hair loss treatments and medicated shampoo benefit from secure consumer base

Private label continues expanding amidst the pandemic

RECOVERY AND OPPORTUNITIES

E-commerce continues to gather pace in the years to come

Hair loss treatments and medicated shampoos remain resilient over the forecast period

Premium hair care will once again outperform mass in 2021 and beyond

CATEGORY DATA

Table 73 Sales of Hair Care by Category: Value 2015-2020
Table 74 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 75 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 76 NBO Company Shares of Hair Care: % Value 2016-2020
Table 77 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 78 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 79 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 80 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 81 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 83 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Lockdown result in many men to abandon their daily grooming routines

Men’s skin care proves to be resilient to the COVID-19 pandemic

Coty Inc leads highly fragmented competitive landscape in 2020

RECOVERY AND OPPORTUNITIES

Quick recovery as male consumers return to work in 2021

Possibility of private label to expand over the forecast period

Premiumisation present within men’s grooming

CATEGORY DATA

Table 84 Sales of Men’s Grooming by Category: Value 2015-2020
Table 85 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020
Table 88 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 89 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 91 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 92 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Oral care less impacted by the COVID-19 pandemic as toothpaste drives sales

Listerine mouthwash believed to prevent contagion of the virus

Colgate-Palmolive Co continues to lead oral care whilst Eurobio Lab launches new products

RECOVERY AND OPPORTUNITIES

Raised hygiene awareness benefits oral care over the forecast period

Leading players such as Colgate-Palmolive will be at the forefront of innovation over the forecast period

Demand for electric toothbrushes increases as the economy recovers post pandemic

CATEGORY DATA

Table 93 Sales of Oral Care by Category: Value 2015-2020
Table 94 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 95 Sales of Toothbrushes by Category: Value 2015-2020
Table 96 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 98 NBO Company Shares of Oral Care: % Value 2016-2020
Table 99 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 100 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 102 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Premium performs better than mass skin care as consumers seek products offering antibacterial properties

Beiersdorf dooel Skopje continues to lead skin care in 2020

New product launches from Beiersdorf AG and Avon Kozmetiks dooel

RECOVERY AND OPPORTUNITIES

Immediate recovery for skin care as consumers return to pre pandemic routines in 2020

Macedonians continue to prefer multi-purpose skin care products

E-commerce gains more value shares within skin care

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2015-2020
Table 105 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 106 NBO Company Shares of Skin Care: % Value 2016-2020
Table 107 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 109 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Sun care suffers from lack of tourism due to international travel bans

Premium sun care expected to be less impacted by the COVID-19 pandemic

Second-ranked Beiersdorf dooel Skopje launches the new Eucerin Sun Oil Control Dry Touch in 2020

RECOVERY AND OPPORTUNITIES

Greater awareness surrounding baby and child-specific e-commerce

Premium sun care continues to outperform mass in 2021 and beyond

Consumers look for sun care with added benefits

CATEGORY DATA

Table 111 Sales of Sun Care by Category: Value 2015-2020
Table 112 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 113 Sales of Sun Care by Premium vs Mass: % Value 2015-2020
Table 114 NBO Company Shares of Sun Care: % Value 2016-2020
Table 115 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 117 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Table 119 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025

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