Volume sales increased in 2021, after the dramatic decline the previous year, due to COVID-19 restrictions. Volume growth was in the double-digits through on-trade channels, but in the larger retail channel, volume growth was significantly lower.
Pivara Skopje remained the key player in beer, accounting for over one half of total volume sales in 2021 and offering the most popular brand Skopsko. Other local brewer, Prilepska Pivarnica, was in second position, with its most popular brand being Krali Marko.
Craft beer continued to gain value share and local production is also set to start gearing up. One such brewery is the Bak beer brand produced by the Bakrevski brothers in Bitola.
Beer will register limited volume growth in what is a mature alcoholic drink that has little room for further growth. While beer will continue to be the most popular alcoholic drink, other alcoholic drinks will register higher growth, as Macedonian consumers become more adventurous.
While most beer segments are mature, certain beers have more growth potential. Flavoured beer is set to be the fastest growing through off-trade channels, whereas stout is expected to gain value share through on-trade channels, though from a small base.
The younger generation’s growing preferences for lower alcoholic drinks will drive the future development of beer. There is a move towards easy-drinking beers that deliver on flavour without overloading on alcohol, where ingredients with added-value benefits are often promoted.
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Understand the latest market trends and future growth opportunities for the Beer industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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