Bleach in North Macedonia

PROSPECTS

Further decline predicted as bleach looks washed out

The popularity of bleach waned over the review period, mostly resulting in volume sales declines. Innovation within surface care has led to the development of many new brands, many of which specialise in the maintenance of specific surfaces.

Gentler and specialised home care products take bleach’s consumer base

Bleach decreased in retail value and volume terms in 2019 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.

Lack of investment from producers set to keep demand diluting

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 falling demand for bleach and its anticipated sales 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 its development.

COMPETITIVE LANDSCAPE

Local player Alkaloid dominates sales

Alkaloid AD Skopje, North Macedonia’s largest pharmaceutical company, led bleach overwhelmingly in 2019 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.

Bleach fails to attract internationals

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.

Competitive landscape becomes more concentrated as interest fades

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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