Bleach in North Macedonia

2020 IMPACT

Bleach benefits from its high disinfectant properties amidst the pandemic as hygiene concerns grow

Prior to the pandemic, bleach witnessed both declining demand and current value sales. Bleach is most commonly used by older consumers in North Macedonia, meaning its consumer base has been gradually shrinking over the duration of the review period.

Alkaloid AD Skopje continue to dominate bleach in 2020 whilst private label remains non-existent

Alkaloid AD Skopje, North Macedonia’s largest pharmaceutical company, has continued to lead bleach overwhelmingly in 2020 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 North Macedonia.

Hypermarkets increases its value share impressively due to strict COVID-19 regulations

In terms of distribution, hypermarkets will see the highest value share growth in 2020 overall. The main reason for this is due to the larger facility spaces that hypermarkets offer, meaning consumers can safely practice social distancing.

RECOVERY AND OPPORTUNITIES

Bleach returns to its pre pandemic declining performance from as soon as 2021

After performing well in response to the pandemic, bleach is expected to return to its declining current value sales from as soon as 2021. As the pandemic comes to an end, demand for bleach will return to what it was prior to the pandemic, as hygiene concerns gradually fade.

Lack of investment from producers and no plans to venture into private label

Due to the falling demand for bleach anticipated over the forecast period, no international players will penetrate the competitive landscape, which is dominated by domestic companies with little to no investment in its development. Bleach is set to remain static with a similar competitive landscape over the forecast period as the lack of prospects for future growth will leave the product area unattended by significant international players willing to invest in bleach, add value and make the product area more competitive.

Modernisation trend expected to have little impact on bleach as older consumers prefer more traditional retail distributors

Distribution of bleach is not expected to change much over the duration of the forecast period. This is because bleach is mostly purchased by older consumers and the main trend within retailing is modernisation which is unlikely to impact this age segment.