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, 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.
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.
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.
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.
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.
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Understand the latest market trends and future growth opportunities for the Bleach 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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This report originates from Passport, our Bleach research and analysis database.
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