Consumer health continued to perform well in Macedonia in 2018, with all categories registering solid to strong growth thanks to a combination of factors, particularly the growing health and wellness and convenience trends, and in spite of limited personal incomes and low purchasing power. This can be largely attributed to the political crisis in Macedonia subsiding during 2017 with the appointment of a new government.
Internet penetration continued to increase in Macedonia in 2018, with more local consumers in turn opening accounts on the various leading social media platforms. Among all the information which is exchanged via social media platforms such as Facebook, Twitter and Instagram, much concerns consumer health, with users keen to discuss, leave and read reviews of various products.
Consumer health is an industry which benefits from a high level of research and development. This requires significant financial resources and know-how, which many domestic companies lack due to their focus on the local market and region.
Chemists/pharmacies remained the leading distribution channel for consumer health products in Macedonia in 2018. Modern grocery formats are rapidly developing in the country, although their overall value share is significantly lower than that of traditional grocery retailers.
Further boosted by the growing health and wellness and convenience trends, albeit weakened by negative demographic trends, consumer health in Macedonia is expected to continue to perform well over the forecast period. However, growth will be slower than that of the review period.
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This industry report originates from Passport, our Consumer Health market research database.