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Country Report

Home Care in

Home Care in Macedonia

48 pages, Feb 2019

US$2,650

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Executive Summary

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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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Home Care Sample Report Home Care Sample Data

Overview

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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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in North Macedonia for free:

The Home Care in North Macedonia market research report includes:

Analysis of key supply-side and demand trends
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 Home Care in North Macedonia?
What are the major brands in North Macedonia?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in North Macedonia?

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 Home Care market research database.

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Home Care in Macedonia

EXECUTIVE SUMMARY

Home care growth remains convincing despite political and economic turmoil

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

Internationals lead home care through innovation and key new launches

Modern grocery retailers lead sales of home care

Saturation to slow growth of home care

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Macedonia

HEADLINES

PROSPECTS

The wellness trend positively influences air care growth, although health concerns increase

Candle air fresheners records the strongest retail value growth in 2018

Electric air fresheners stagnates in 2018

COMPETITIVE LANDSCAPE

Reckitt Benckiser Group leads air care

SC Johnson & Son ranks second

International brands and their GBOs/NBOs characterise air care

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Air Care: % Value 2014-2018
Table 14 LBN Brand Shares of Air Care: % Value 2015-2018
Table 15 Forecast Sales of Air Care by Category: Value 2018-2023
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Macedonia

HEADLINES

PROSPECTS

Innovation in surface care inhibits growth of bleach

Bleach stagnates in 2018 with negative future retail volume growth prospects

Little competition and room for innovation within bleach results in a stagnant performance

COMPETITIVE LANDSCAPE

Alkaloid ad Skopje maintains its strong lead

Bleach a domain for domestic manufacturers and their brands

Several smaller domestic players compete for a combined minority share

CATEGORY DATA

Table 17 Sales of Bleach: Value 2013-2018
Table 18 Sales of Bleach: % Value Growth 2013-2018
Table 19 NBO Company Shares of Bleach: % Value 2014-2018
Table 20 LBN Brand Shares of Bleach: % Value 2015-2018
Table 21 Forecast Sales of Bleach: Value 2018-2023
Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Macedonia

HEADLINES

PROSPECTS

Automatic dishwashing continues to outperform

Hand dishwashing to remain the most popular dishwashing method

The popularity of dishwashing additives to continue to grow

COMPETITIVE LANDSCAPE

Reckitt Benckiser Group leads dishwashing

The Procter & Gamble Co ranks second and witnesses rapid share growth

International brands characterise dishwashing

CATEGORY DATA

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2013-2018
Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Macedonia

HEADLINES

PROSPECTS

Electric insecticides records the strongest retail value growth

Spray/aerosol insecticides declines

Poor image negatively impacts home insecticides

COMPETITIVE LANDSCAPE

SC Johnson & Son leads home insecticides

Atlantic Grupa ranks second and increases its value share

Highly concentrated home insecticides characterised by internationals

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2013-2018
Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 33 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 34 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Macedonia

HEADLINES

PROSPECTS

Laundry detergents continue to witness more compact and concentrated formats

Liquid fabric softeners witness more new formulas and greater concentration

Strong growth of spot and stain removers

COMPETITIVE LANDSCAPE

The Procter & Gamble Co continues to lead in 2018 despite a moderate share decline

Significant share growth and second place for Henkel AG & Co in 2018

International laundry detergent brands and their GBOs/NBOs characterise laundry care

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2013-2018
Table 38 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 39 Sales of Laundry Aids by Category: Value 2013-2018
Table 40 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Detergents by Category: Value 2013-2018
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 44 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 45 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 49 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Macedonia

HEADLINES

PROSPECTS

Floor polish achieves the strongest retail value growth in 2018

Furniture polish and shoe polish decline for the second consecutive year

Innovation and new product development to be the main drivers of growth

COMPETITIVE LANDSCAPE

Werner & Mertz maintains its lead

SC Johnson & Son ranks second

Internationals characterise polishes

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2013-2018
Table 52 Sales of Polishes by Category: % Value Growth 2013-2018
Table 53 NBO Company Shares of Polishes: % Value 2014-2018
Table 54 LBN Brand Shares of Polishes: % Value 2015-2018
Table 55 Forecast Sales of Polishes by Category: Value 2018-2023
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Macedonia

HEADLINES

PROSPECTS

Kitchen and bathroom cleaners record the strongest growth

Surface care growth is stable as business and household demand grows

New surface care products introduced in 2018

COMPETITIVE LANDSCAPE

SC Johnson & Son maintains its lead

Colgate-Palmolive Co ranks second with a growing share

Internationals lead with domestic brands and private label holding low shares

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2013-2018
Table 58 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Surface Care: % Value 2014-2018
Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Macedonia

HEADLINES

PROSPECTS

Moderate growth due to the trend of convenience

Significant number of key new launches in 2018

In-cistern devices to record strong growth

COMPETITIVE LANDSCAPE

The Bolton Group leads toilet care

Henkel AG & Co ranks second

International brands and companies characterise toilet care

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2013-2018
Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Macedonia

New Report Guarantee

Executive Summary

New Report Guarantee

Home care growth remains convincing despite political and economic turmoil

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

Internationals lead home care through innovation and key new launches

Modern grocery retailers lead sales of home care

Saturation to slow growth of home care

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Macedonia

EXECUTIVE SUMMARY

Home care growth remains convincing despite political and economic turmoil

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

Internationals lead home care through innovation and key new launches

Modern grocery retailers lead sales of home care

Saturation to slow growth of home care

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Macedonia

HEADLINES

PROSPECTS

The wellness trend positively influences air care growth, although health concerns increase

Candle air fresheners records the strongest retail value growth in 2018

Electric air fresheners stagnates in 2018

COMPETITIVE LANDSCAPE

Reckitt Benckiser Group leads air care

SC Johnson & Son ranks second

International brands and their GBOs/NBOs characterise air care

CATEGORY DATA

Bleach in Macedonia

HEADLINES

PROSPECTS

Innovation in surface care inhibits growth of bleach

Bleach stagnates in 2018 with negative future retail volume growth prospects

Little competition and room for innovation within bleach results in a stagnant performance

COMPETITIVE LANDSCAPE

Alkaloid ad Skopje maintains its strong lead

Bleach a domain for domestic manufacturers and their brands

Several smaller domestic players compete for a combined minority share

CATEGORY DATA

Dishwashing in Macedonia

HEADLINES

PROSPECTS

Automatic dishwashing continues to outperform

Hand dishwashing to remain the most popular dishwashing method

The popularity of dishwashing additives to continue to grow

COMPETITIVE LANDSCAPE

Reckitt Benckiser Group leads dishwashing

The Procter & Gamble Co ranks second and witnesses rapid share growth

International brands characterise dishwashing

CATEGORY DATA

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Macedonia

HEADLINES

PROSPECTS

Electric insecticides records the strongest retail value growth

Spray/aerosol insecticides declines

Poor image negatively impacts home insecticides

COMPETITIVE LANDSCAPE

SC Johnson & Son leads home insecticides

Atlantic Grupa ranks second and increases its value share

Highly concentrated home insecticides characterised by internationals

CATEGORY DATA

Laundry Care in Macedonia

HEADLINES

PROSPECTS

Laundry detergents continue to witness more compact and concentrated formats

Liquid fabric softeners witness more new formulas and greater concentration

Strong growth of spot and stain removers

COMPETITIVE LANDSCAPE