Executive Summary

Feb 2019
PROSPECTS
Innovation in surface care inhibits growth of bleach

The popularity of bleach waned over the review period, resulting in minimal or stagnant growth with occasional declines. Innovation within surface care has led to the development of many new brands, many of which specialise in the maintenance of specific surfaces.

Bleach stagnates in 2018 with negative future retail volume growth prospects

Bleach stagnated in retail value terms and declined slightly in retail volumes in 2018 due to consumer shifts towards improved and more ecological products, which are increasingly available in the country. Surface care is witnessing an increasing number of new brands with new, improved formulas.

Little competition and room for innovation within bleach results in a stagnant performance

In addition to the competitive pressure from the more specialised surface, toilet and laundry care products, bleach is quite uneventful in terms of brand presence and key new product launches. Due to the modest performance of bleach and its anticipated decline over the forecast period, no international players are present in the category, which is dominated by domestic companies with little to no investment in the category.

COMPETITIVE LANDSCAPE
Alkaloid ad Skopje maintains its strong lead

Alkaloid ad Skopje, Macedonia’s largest pharmaceutical company, led bleach overwhelmingly in 2018 with a stable retail value share. Its exceptionally high value share stems from its strong penetration and the performance of its Varakina brand, which is undoubtedly the most popular bleach brand in Macedonia.

Bleach a domain for domestic manufacturers and their brands

Due to its declining popularity and lack of attractiveness as a category, bleach has no international presence. No international competitors or their brands are present in the country.

Several smaller domestic players compete for a combined minority share

Alkaloid ad Skopje has little competition within bleach. The remaining competitive landscape within bleach is a level playing field for several small domestic manufacturers.

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Bleach in Macedonia

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Overview

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

The Bleach in North Macedonia market research report includes:

  • Analysis of key supply-side and demand trends  
  • 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 Bleach in North Macedonia?
  • What are the major brands in North Macedonia?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in North Macedonia?

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 Home Care market research database.

Bleach in Macedonia - Category analysis

HEADLINES

PROSPECTS

Innovation in surface care inhibits growth of bleach
Bleach stagnates in 2018 with negative future retail volume growth prospects
Little competition and room for innovation within bleach results in a stagnant performance

COMPETITIVE LANDSCAPE

Alkaloid ad Skopje maintains its strong lead
Bleach a domain for domestic manufacturers and their brands
Several smaller domestic players compete for a combined minority share

CATEGORY DATA

Table 1 Sales of Bleach: Value 2013-2018
Table 2 Sales of Bleach: % Value Growth 2013-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in Macedonia - Industry Overview

EXECUTIVE SUMMARY

Home care growth remains convincing despite political and economic turmoil
Convenience, health and wellbeing and new launches have significant impact in 2018
Internationals lead home care through innovation and key new launches
Modern grocery retailers lead sales of home care
Saturation to slow growth of home care

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources