Executive Summary

Feb 2019
PROSPECTS
Dietary supplements benefiting from a growing focus on health and wellbeing

In 2018, the health and wellness trend continued to drive sales of dietary supplements as a growing number of local consumers increasingly purchased these to complement their daily diets. Beauty, ageing, fitness and wellbeing remained major focus areas for a growing number consumers, especially younger generations, which tend to be the most loyal to dietary supplements.

Social media helps to improve consumer knowledge about dietary supplements

Social media in Macedonia is helping to increase the visibility of consumer health products, dietary supplements in particular. Internet penetration in the country is now very strong, with more consumers opening accounts on various social media platforms.

More innovative delivery formats positively impact dietary supplements

The dietary supplements category has benefited from ongoing innovation and new product development, much more so than vitamins. This has resulted in innovative new delivery formats, including powders, chews, transdermal creams, sprays, etc in addition to conventional pills, capsules, tablets, tonics and RTDs.

COMPETITIVE LANDSCAPE
Lek remains the leading player in dietary supplements

In 2018, the Slovenian company Lek continued to lead dietary supplements in Macedonia. This position can be attributed to the strength of its leading brand, the probiotic supplement Linex.

Krüger ranks a close second

Although its share continued to decline slightly in 2018, Krüger maintained its ranking of second in dietary supplements. The company owes its position to the strong penetration and nationwide distribution of its dietary supplement brands Krüger Calcium, Mg Krüger and Fe Krüger.

High level of fragmentation in dietary supplements

Beyond the leading players, dietary supplements remained extremely fragmented, characterised by a large number of smaller players offering low-priced products. Most are international companies, including the two direct sellers CaliVita International and Oriflame Kozmetika, while regional players such as Krka Farma, Jadran Galenski Laboratorij and Medex also have a significant presence, alongside the domestic company Galafarm.

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Dietary Supplements in Macedonia

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Overview

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

The Dietary Supplements 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 Dietary Supplements in North Macedonia?
  • What are the major brands in North Macedonia?
  • Are combination products with acetaminophen still popular?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Consumer Health in Macedonia - Industry Overview

ANALYSIS

Executive Summary
Consumer health continues to record steady growth despite political turbulence
Internet access and social media platforms support the growing self-medication trend
Consumer health in Macedonia dominated by international manufacturers
Few channels sell consumer health products beyond chemists/pharmacies
Healthy growth of consumer health expected to continue over the forecast period
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

DATAGRAPHICS

Market Sizes
Sales of Consumer Health
Sales Performance of Consumer Health
Sales of Consumer Health by Category
Distribution
Channel Distribution for Consumer Health
Competitive Landscape
Company Shares of Consumer Health
Company Share Performance in Consumer Health
Retail Sales Performance by Company
Market Concentration of Consumer Health by Company
Brand Shares of Consumer Health
Brand Share Performance in Consumer Health
Retail Sales Performance by Brand
Market Concentration of Consumer Health by Brand

CONTEXT

International Context
Consumer Health Retail Sales by Region
Consumer Health in Macedonia
FMCG Index
Consumer Health vs Selected FMCG Industries
Socioeconomic Context
Population Growth Index
Macedonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Macedonia