Consumer Health in North Macedonia

Consumer Health in North Macedonia

EXECUTIVE SUMMARY

Economic, political and social factors ensure growth for consumer health

Rising self-medication due to more products and marketing, particularly online

International manufacturers dominate, but a local player leads

Gradual move away from chemists/pharmacies towards more modern channels

Continued healthy growth, especially for non-OTC categories

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in North Macedonia

HEADLINES

PROSPECTS

Systemic analgesics continues to outperform topical analgesics/anaesthetic

Self-medication trend grows as consumers skip visits to the doctor

Sales of paediatric analgesics are low, but increase due to launches and advertising

COMPETITIVE LANDSCAPE

Alkaloid AD Skopje improves its reputation, helping maintain its dominance

Increasing sales but declining shares for the leaders, due to strength of Bayer

Slight move away from chemists/pharmacies; social networks remain unimportant

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in North Macedonia

HEADLINES

PROSPECTS

Self-medication trend remains strong due to costly doctors’ visits

Better offer and marketing boost sales of systemic antihistamines/allergy remedies

Combination products leads sales due to efficacy and marketing support

COMPETITIVE LANDSCAPE

Strong penetration and distribution maintain Krka Farma’s lead

Leading OTC brands enjoy strong visibility

Fervex and Strepsils carry out most advertising and therefore continue to lead

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in North Macedonia

HEADLINES

PROSPECTS

Open-minded younger consumers reduce stigma for some dermatologicals

Strong growth for paediatric dermatologicals due to low base

Blurring of the line between dermatologicals and medicated skin care products

COMPETITIVE LANDSCAPE

Better performance of smaller players leads to growing fragmentation

Dermatologicals evenly split between domestic and international companies

Little marketing other than POS banners, except by the biggest players

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 28 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in North Macedonia

HEADLINES

PROSPECTS

Dietary supplements benefits from a growing focus on health and wellbeing

Innovative delivery formats positively impact dietary supplements

Social media helps improve consumer knowledge about dietary supplements

COMPETITIVE LANDSCAPE

Lek and Krüger remain the leaders due to well-known brands and good reputations

Increasing level of fragmentation in dietary supplements

Wider distribution leads to strong growth for Swanson Health Products

CATEGORY DATA

Table 29 Sales of Dietary Supplements by Category: Value 2014-2019
Table 30 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 31 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 32 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 33 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 34 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 35 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in North Macedonia

HEADLINES

PROSPECTS

Busy lives lead to poor diet and digestive problems

Paediatric digestive remedies remains underdeveloped due to parents’ caution

More outlets leads to increasing distribution share for beauty specialist retailers

COMPETITIVE LANDSCAPE

Krka Farma maintains its lead thanks to holding two top three brands

Digestive remedies characterised by a high level of fragmentation

Second-ranked Alkaloid AD Skopje is the only domestic company

CATEGORY DATA

Table 36 Sales of Digestive Remedies by Category: Value 2014-2019
Table 37 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 39 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 40 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in North Macedonia

HEADLINES

PROSPECTS

Health and wellness and natural trends support growth

Herbal/traditional digestive remedies performs well due to improved offer

Increasing share for chemists/pharmacies bucks the general trend

COMPETITIVE LANDSCAPE

Fitopharm maintains its lead, but suffers from the competition from smaller players

Herbal/traditional products becomes increasingly fragmented

Advertising strategies vary according to company size

CATEGORY DATA

Table 42 Sales of Herbal/Traditional Products: Value 2014-2019
Table 43 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 44 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 45 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 46 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 47 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in North Macedonia

HEADLINES

PROSPECTS

Continued growth despite limited product range

Innovation and new product development could offer growth opportunities

Wider distribution leads to rising share for grocery retailers

COMPETITIVE LANDSCAPE

Krka Farma leads due to long-standing presence and good reputation

Declines for the leaders as competition from smaller players leads to fragmentation

Paediatric products are promoted along with companies’ main portfolios

CATEGORY DATA

Table 48 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 49 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 50 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 51 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 52 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in North Macedonia

HEADLINES

PROSPECTS

Health and wellbeing boosts growth in sports nutrition

Concern over protein products leads to rising popularity of non-protein products

Distribution shares change due to the improving offer in chemists/pharmacies

COMPETITIVE LANDSCAPE

New launch contributes to the rising share of leading player Ultimate Nutrition

Concentrated competitive landscape, with only three notable players

Limited marketing for sports nutrition, mainly in gyms and specialised press

CATEGORY DATA

Table 53 Sales of Sports Nutrition by Category: Value 2014-2019
Table 54 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 56 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 57 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 58 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in North Macedonia

HEADLINES

PROSPECTS

Promotion of vitamins for skin health boosts sales

Growing popularity of vitamin B for its many health benefits

Different age groups buy vitamins for different reasons

COMPETITIVE LANDSCAPE

Krka Farma leads, but continues to lose share to smaller brands

Beyond the top five companies vitamins is highly fragmented

Marketing tools now include sponsored web articles

CATEGORY DATA

Table 59 Sales of Vitamins by Category: Value 2014-2019
Table 60 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 61 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 62 NBO Company Shares of Vitamins: % Value 2015-2019
Table 63 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 64 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 65 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in North Macedonia

HEADLINES

PROSPECTS

Greater concern about appearance leads to higher sales

Obesity a growing problem due to sedentary lifestyles

Modern distribution channels become increasingly popular

COMPETITIVE LANDSCAPE

Herbalife Nutrition sees strong growth due to more agents and a wide product range

Domestic manufacturers hold strong positions

Few television advertisements due to high cost, leading to a move to social media

CATEGORY DATA

Table 66 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 67 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 69 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 70 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 71 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in North Macedonia

HEADLINES

PROSPECTS

High distribution share for traditional and modern grocery retailers due to wide range

Strong growth for sticking plasters due to convenient treatment of small injuries

Positive impact expected from self-medication and more frequent launches

COMPETITIVE LANDSCAPE

Slovenian company Tosama continues to lead wound care

“Hansaplast” used as a generic name for sticking plasters

Wound care dominated by international brands

CATEGORY DATA

Table 72 Sales of Wound Care by Category: Value 2014-2019
Table 73 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 74 NBO Company Shares of Wound Care: % Value 2015-2019
Table 75 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 76 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 77 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

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