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Country Report

Beer in

Beer in Macedonia

Jun 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Beer continues to steal share from other alcoholic drinks categories

Despite its moderate growth in 2017, in total volume sales terms beer continues to be the most significant alcoholic drinks category and continues stealing share from the remaining alcoholic drinks categories, especially wine in 2016 and 2017 and spirits, throughout the entire review period. Beer has a strong consumer base comprising both men and women across different age groups.

Craft beer sales are accelerating

2017 saw significant new developments related to craft beer-making in Macedonia. Several microbreweries, led by Craft Brewery Temov continued introducing and launching a number of new craft beer brands.

Premiumisation of beer to accelerate thanks to growth of craft beer

Beer continues to be under the influence of the premiumisation trend, although 2017 witnessed a moderate slowdown and more pronounced consumer focus on standard lager. Even domestic breweries increasingly use the term premium lager for some of their beer brands which belong to the standard lager group based on their price positioning.

COMPETITIVE LANDSCAPE

Pivara Skopje ad leads beer in 2017

In 2017, Pivara Skopje ad led beer with a moderately growing total volume share. Skopsko, one of the most recognised beer brands in the country, continued posting good results, helping Pivara Skopje ad maintain a solid advantage over its main competitor Prilepska Pivarnica ad.

Prilepska Pivarnica ad ranks second posting strong growth in 2017

Prilepska Pivarnica ad ranks second within beer in Macedonia thanks to the strength of its brand portfolio led by the Zlaten Dab brand which grew significantly over the mid-review period, following an elaborate marketing and advertising campaign for Zlaten Dab. In terms of total volume growth and accelerated market penetration, Prilepska Pivarnica was more successful than Pivara Skopje ad during the mid-review period, while the category leader made a comeback in 2016 following the launch of Skopsko Smooth, the cold filtered version of Skopsko.

International companies maintain modest presence in 2017

In total volume terms, domestic brands sold by the country’s two largest breweries dominate beer in Macedonia in 2017. Several international companies compete for the remaining share as GBOs.

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Beer Market Sample Report Beer Market Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in 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 Beer industry in Macedonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in 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 volume 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 Beer in Macedonia?
What are the major brands in Macedonia?
How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
What are the most popular flavours within non-alcoholic beer?
What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
Has the recession benefited domestic lager over imported lager?

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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Beer in Macedonia - Category analysis

HEADLINES

PROSPECTS

Beer continues to steal share from other alcoholic drinks categories

Craft beer sales are accelerating

Premiumisation of beer to accelerate thanks to growth of craft beer

COMPETITIVE LANDSCAPE

Pivara Skopje ad leads beer in 2017

Prilepska Pivarnica ad ranks second posting strong growth in 2017

International companies maintain modest presence in 2017

CATEGORY BACKGROUND

Summary 1 Lager by Price Band 2017
Table 1 Number of Breweries 2013-2017

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2012-2017
Table 3 Sales of Beer by Category: Total Value 2012-2017
Table 4 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 5 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 10 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 11 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 12 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 13 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 14 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Alcoholic Drinks in Macedonia - Industry Overview

EXECUTIVE SUMMARY

Moderate growth for alcoholic drinks in 2017

Growing interest in craft beer helps the beer category maintain strong growth

In total volume terms, domestic companies dominated alcoholic drinks in 2017

Traditional grocery retailers lead distribution of alcoholic drinks

Total volume growth of alcoholic drinks set 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 2 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

Summary 3 Key New Product Developments 2017

MARKET INDICATORS

Table 17 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 28 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2017
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

Megatrends

Country Report

Beer in Macedonia

New Report Guarantee

Executive Summary

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PROSPECTS

Beer continues to steal share from other alcoholic drinks categories

Craft beer sales are accelerating

Premiumisation of beer to accelerate thanks to growth of craft beer

COMPETITIVE LANDSCAPE

Pivara Skopje ad leads beer in 2017

Prilepska Pivarnica ad ranks second posting strong growth in 2017

International companies maintain modest presence in 2017

Samples

Overview

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Table of Contents

Beer in Macedonia - Category analysis

HEADLINES

PROSPECTS

Beer continues to steal share from other alcoholic drinks categories

Craft beer sales are accelerating

Premiumisation of beer to accelerate thanks to growth of craft beer

COMPETITIVE LANDSCAPE

Pivara Skopje ad leads beer in 2017

Prilepska Pivarnica ad ranks second posting strong growth in 2017

International companies maintain modest presence in 2017

CATEGORY BACKGROUND

CATEGORY DATA

Alcoholic Drinks in Macedonia - Industry Overview

EXECUTIVE SUMMARY

Moderate growth for alcoholic drinks in 2017

Growing interest in craft beer helps the beer category maintain strong growth

In total volume terms, domestic companies dominated alcoholic drinks in 2017

Traditional grocery retailers lead distribution of alcoholic drinks

Total volume growth of alcoholic drinks set 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

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