Dishwashing in North Macedonia

PROSPECTS

More North Macedonians want a machine to wash up

Dishwashing machine penetration in North Macedonia continued to grow in 2019, thanks to rising purchasing power, and was the main factor to positively influence growth of automatic dishwashing products in the year. In fact, automatic dishwashing significantly outperformed other dishwashing formats due to growing demand for convenient and easy-to-use dishwashing solutions, particularly automatic dishwashing tablets.

Hand dishwashing is still by far the leading format

Despite the strong growth of automatic dishwashing, hand dishwashing remains the prevailing dishwashing method, accounting for the vast majority of sales in 2019. Hand dishwashing is significantly cheaper than automatic dishwashing and as such is highly popular among price-sensitive consumers.

Rising living standards see dishwashing additives shine

Dishwashing additives recorded the second-highest retail volume growth after automatic dishwashing tablets in 2019. Increasing numbers of consumers use dishwashing additives as well as automatic dishwashing tablets, powders or liquids.

COMPETITIVE LANDSCAPE

Procter & Gamble narrows gap on leader Reckitt Benckiser

Reckitt Benckiser Group maintained its lead in dishwashing in 2019, posting a slight rise in its retail value share. In the two previous years it had experienced slight declines in value share due to two factors: firstly, the development of the Fairy brand by The Procter & Gamble Co, which is a relatively new entrant in the automatic and hand dishwashing categories, and secondly, the influx of lower-priced dishwashing brands by lesser-known players.

Alkaloid holds its own, investing in community service and environment trends

One of the leading players, domestic company Alkaloid AD Skopje, has continued being very active in terms of community service by extending its work experience programme from certain faculties to secondary schools as well. This of course has had a positive effect on the company’s image and is likely to be translated into sales growth.

Multinationals have the greatest resources for success

International companies dominate dishwashing. These foreign firms are best equipped to compete globally on the basis of permanent innovation and frequent key launches within dishwashing.

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