Executive Summary

Mar 2019
PROSPECTS
Direct selling loses share as modern grocery retailers rise

Competitive pressure from health and beauty specialist retailers continues to hinder the performance of direct selling. Constantly evolving market conditions have led to a marginal value share loss for the entire channel.

Beauty and personal care direct selling remains the most significant channel in 2018

The dominating direct selling players in Macedonia are international companies with a main business focus on beauty and personal care products. The two major players in the country include Avon Kozmetiks dooel and Oriflame Kozmetika dooel, which still successfully manage their networks of direct selling agents.

Direct selling to generate low growth over the forecast period

Clearly, with the strong competitive pressure from health and beauty specialist retailers and internet retailing, and with few changes made to diversify sales and marketing, direct selling is set to continue to decline in constant value terms over the forecast period. Modern grocery retailers, non-grocery specialists and internet retailing players selling beauty and personal care products are projected to keep having a negative impact on direct selling, which also focuses on these products.

COMPETITIVE LANDSCAPE
Avon Kozmetiks dooel leads direct selling in 2018

Direct selling is dominated by two major international direct selling companies. The leading company is Avon Kozmetiks dooel, whose value share declined moderately in 2018.

Oriflame Kozmetika dooel ranks second as its share declines

The second-most-important international player within direct selling in Macedonia is Oriflame Kozmetika dooel, whose value share declined in 2018. The decrease was more pronounced than that experienced by Avon Kozmetiks dooel in the year.

Beyond the leaders, direct selling players are limited

Beyond Avon and Oriflame, there are only a few other significant companies in direct selling. These include the recently rebranded Home Art & Sales Zepter International, whose main focus is on selling homewares and home furnishings as well as beauty and personal care products.

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Direct Selling in Macedonia

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Overview

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

The Direct Selling in North Macedonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic 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:

  • Who are the leading retailers in North Macedonia?
  • How important is direct selling in North Macedonia?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

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 Retailing market research database.

Direct Selling in Macedonia - Category analysis

HEADLINES

PROSPECTS

Direct selling loses share as modern grocery retailers rise
Beauty and personal care direct selling remains the most significant channel in 2018
Direct selling to generate low growth over the forecast period

COMPETITIVE LANDSCAPE

Avon Kozmetiks dooel leads direct selling in 2018
Oriflame Kozmetika dooel ranks second as its share declines
Beyond the leaders, direct selling players are limited

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2013-2018
Table 2 Direct Selling by Category: % Value Growth 2013-2018
Table 3 Direct Selling GBO Company Shares: % Value 2014-2018
Table 4 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 5 Direct Selling Forecasts by Category: Value 2018-2023
Table 6 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Retailing in Macedonia - Industry Overview

EXECUTIVE SUMMARY

Retailing maintains stable growth in 2018 despite political turbulence
Drugstores/parapharmacies, discounters and other grocery retailers offering deep discounts flourish
Non-grocery specialists underperforms compared with grocery retailers
Domestic retailers dominate, while there are few international investments
Retailing growth to slow down over the forecast period

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Christmas and New Year’s Eve
Valentine’s Day
New School Year
Payments and delivery
Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 9 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 10 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 11 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 12 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 13 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 21 Retailing GBO Company Shares: % Value 2014-2018
Table 22 Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 24 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 25 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 26 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 27 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 28 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 29 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 30 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 31 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 35 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 38 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 39 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 43 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources