Home Care in Macedonia

Home care growth remains convincing despite political and economic turmoil

Home care achieved moderate retail value growth thanks to strong performances in the most robust home care categories, particularly laundry detergents and dishwashing. These two quite significant home care ranges witnessed significant levels of innovation, resulting in frequent key new launches.

Convenience, health and wellbeing and new launches have significant impact in 2018

Most local consumers in Macedonia struggle financially due to their limited personal incomes, resulting in low consumer confidence and lack of spending on less essential grocery and non-grocery items. The vast majority of consumers are having difficulties in investing in purchasing new washing machines or dishwashers.

Internationals lead home care through innovation and key new launches

International companies led all home care ranges except bleach in 2018. Leading global and regional players compete for share in the increasingly discerning Macedonian market and the rapidly changing nature of the home care market.

Modern grocery retailers lead sales of home care

Although traditional grocery retailers still dominate the overall retailing landscape in Macedonia, modern grocery retailers lead sales of home care for the simple reason that they offer some of the most elaborate home care brand portfolios and are able to offer more competitive prices on their home care products, thanks to their economy of scale. Supermarkets remains the largest single distribution channel for home care products in Macedonia.

Saturation to slow growth of home care

Home care is set to continue growing over the forecast period, although, due to saturation and the maturity of some of the most significant and robust categories, growth will likely be lower than that of the review period. Bleach and air care, which will decline or stagnate, respectively, will be particularly vulnerable, mainly due to health and environmental concerns.

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