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.
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.
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.
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.
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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Understand the latest market trends and future growth opportunities for the Home Care industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Home Care research and analysis database.
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