Executive Summary

Mar 2019
PROSPECTS
Number of brands within liquid concentrates continues to shrink

In 2018, concentrates recorded positive off-trade current value and volume growth due to the positive performance of liquid concentrates, which managed to reverse the negative trend earlier in the review period. 2018 witnessed further concentration of overall concentrates in the hands of several leading category players.

Powder concentrates performs well due to Cedevita and Cevitana

One of the main factors contributing to the solid performance of powder concentrates in addition to the decline in volume demand for sugar loaded liquid concentrates was the strong penetration of Cedevita and Cevitana, which are the two most significant powder concentrates brands in Macedonia. Both are perceived as high quality brands which contain fewer calories and sugar.

Economy brands stable due to discounters and other grocery retailers

2018’s performance of liquid concentrates indicates that companies relied on price-sensitive Macedonians as a loyal consumer base, allowing them to achieve positive off-trade volume and value growth with the appropriate pricing strategies. These strategies led to stable sales of liquid concentrates and concentrates in general.

COMPETITIVE LANDSCAPE
Fruktal Mak retains lead of concentrates in 2018

Fruktal Mak AD Skopje and its eponymous brand Fructal competing within liquid concentrates maintained its lead in off-trade value share terms in 2018. Due to its private label Rio within liquid concentrates, KAM doo led concentrates in 2018 in off-trade volume terms gaining further share, while ranking third in off-trade value terms.

Strong sales of Cedevita helps Atlantic Trade lead powder concentrates

In 2018, Atlantic Trade Skopje dooel, a subsidiary of the Croatian company Atlantic Grupa dd, maintained a solid lead within powder concentrates, gaining further off-trade value share due to the strong position of its brand Cedevita. This renowned regional powder concentrates brand continued to enjoy significant visibility and high brand awareness amongst local consumers.

Competition in concentrates is dwindling

Liquid concentrates faced a shortage of significant brands and lost one brand (Vitaminka Safari) in 2017. As a result, the category witnessed limited competition, although in reality this did not reflect negatively on value sales due to its significant unit price.

Concentrates Conversions

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Concentrates in Macedonia

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Overview

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

The Concentrates in North Macedonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Concentrates in North Macedonia?
  • What are the major brands in North Macedonia?
  • Who are the key consumers of concentrates in North Macedonia?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
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This industry report originates from Passport, our Soft Drinks market research database.

Concentrates in Macedonia - Category analysis

HEADLINES

PROSPECTS

Number of brands within liquid concentrates continues to shrink
Powder concentrates performs well due to Cedevita and Cevitana
Economy brands stable due to discounters and other grocery retailers

COMPETITIVE LANDSCAPE

Fruktal Mak retains lead of concentrates in 2018
Strong sales of Cedevita helps Atlantic Trade lead powder concentrates
Competition in concentrates is dwindling
Concentrates Conversions
Summary 1 Concentrates Conversion Factors for ReadytoDrink (RTD) Format

CATEGORY DATA

Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 2 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 3 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 9 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 10 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 11 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 13 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 14 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 15 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 16 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Soft Drinks in Macedonia - Industry Overview

EXECUTIVE SUMMARY

Soft drinks maintains healthy growth in precarious economic times
Health and wellness trends increasingly shape soft drinks
Domestic companies overwhelmingly dominate soft drinks
Significant activities in 2018 in relation to key new product launches in soft drinks
Despite maturity of main categories, soft drinks to maintain healthy growth

MARKET DATA

Table 17 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 25 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 26 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 27 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 28 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 29 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 30 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 38 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 46 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 48 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources