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Home Care in North Macedonia

February 2021
USD 2,650
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Overview:

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.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in North Macedonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in North Macedonia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in North Macedonia?
  • Which are the leading brands in Home Care in North Macedonia?
  • How are products distributed in Home Care in North Macedonia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in North Macedonia

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

CROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Contrasting performance from different product areas based on size and significance
The Procter & Gamble Co remains leading player despite seeing slight value share decline
Pre pandemic distribution trends further accentuated by the COVID-19 crisis

RECOVERY AND OPPORTUNITIES

Pre pandemic trends set to continue shaping laundry care, regardless of the post COVID-19 effects
E-commerce continues to gather pace as consumers develop trust of online transactions
Bar detergents witnesses declining current value sales over the forecast period

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Increased time spent at home during lockdown leads to growing demand for dishwashing products
Cash-strapped consumers trade-down, resulting in slowed unit prices in 2020
Domestic player Alkaloid AD Skopje donates to the fight against COVID-19

RECOVERY AND OPPORTUNITIES

Demand for dishwashing declines as consumers return to their pre pandemic lifestyles
Automatic dishwashing tablets is set to continue seeing the most dynamic growth over the forecast period
E-commerce continues to gather pace over the forecast period as more consumers gain internet access

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2015-2020 Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Volume sales benefit from increased hygiene concerns whilst current value sales witness slowed growth due to the dwindling economy
E-commerce gathers pace as anxious consumers avoid contact with the virus
SC Johnson & Sons maintains its position as leading player, despite the pandemic

RECOVERY AND OPPORTUNITIES

Slowed volume growth in 2021 as hygiene concerns fade and consumers return to normal routines
Consumers continually favour specialised products due to innovations and improved formulas
Innovations expected to focus on eco-friendly offerings, appealing to more affluent consumers

CATEGORY DATA

Table 31 Sales of Surface Care by Category: Value 2015-2020 Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Bleach benefits from its high disinfectant properties amidst the pandemic as hygiene concerns grow
Alkaloid AD Skopje continue to dominate bleach in 2020 whilst private label remains non-existent
Hypermarkets increases its value share impressively due to strict COVID-19 regulations

RECOVERY AND OPPORTUNITIES

Bleach returns to its pre pandemic declining performance from as soon as 2021
Lack of investment from producers and no plans to venture into private label
Modernisation trend expected to have little impact on bleach as older consumers prefer more traditional retail distributors

CATEGORY DATA

Table 39 Sales of Bleach: Value 2015-2020 Table 40 Sales of Bleach: % Value Growth 2015-2020 Table 41 NBO Company Shares of Bleach: % Value 2016-2020 Table 42 LBN Brand Shares of Bleach: % Value 2017-2020 Table 43 Forecast Sales of Bleach: Value 2020-2025 Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Volume sales respond positively to the pandemic due to increased hygiene concerns whilst current value sales slow due to down trading
E-commerce gathers pace as anxious consumers aim to limit their exposure of the virus
The Bolton Group continue to lead toilet care thanks to its main brand WC Net

RECOVERY AND OPPORTUNITIES

Current value growth recovers from as soon as 2021 in line with purchasing powers restoring
E-commerce continues to gather pace, however at a slower rate than that seen in 2020
After few product developments in 2020, manufacturers are set to release new products in 2021 and beyond

CATEGORY DATA

Table 45 Sales of Toilet Care by Category: Value 2015-2020 Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Current value and volume sales respond contrastingly to the outbreak of COVID-19
E-commerce appeals to consumers concerned for their health during the pandemic
Werner & Mertz GmbH maintain its lead within polishes in 2020

RECOVERY AND OPPORTUNITIES

Pre pandemic trends return from as soon as 2021 as purchasing powers are restored
E-commerce continues to gather pace as the modernisation trend continues to influence retailing
Manufacturers focus on innovations whilst private label remains significant

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2015-2020 Table 52 Sales of Polishes by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Polishes: % Value 2016-2020 Table 54 LBN Brand Shares of Polishes: % Value 2017-2020 Table 55 Forecast Sales of Polishes by Category: Value 2020-2025 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Air care products suffer from non-essential disposition as cash-strapped consumers favour more important products
Private label remains negligible as consumers are loyal to their favourite brands
Reckitt Benckiser Group continue to lead with popular brand Air Wick

RECOVERY AND OPPORTUNITIES

Air care recovers from the pandemic, however ongoing health concerns affect future growth
Car air fresheners and candle air fresheners witness declining volume sales due to product maturity
Hypermarkets and e-commerce continue to perform well post pandemic due to the modernisation trend

CATEGORY DATA

Table 57 Sales of Air Care by Category: Value 2015-2020 Table 58 Sales of Air Care by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Air Care: % Value 2016-2020 Table 60 LBN Brand Shares of Air Care: % Value 2017-2020 Table 61 Forecast Sales of Air Care by Category: Value 2020-2025 Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Contrasting performances from current value and volume sales in 2020
Private label remains negligible as retailers see home insecticides as a futile investment
SC Johnson & Son continues to lead, despite seeing slight value share

RECOVERY AND OPPORTUNITIES

Total recovery expected from as soon as 2021
The health and wellness trend heavily influences innovations over the forecast period
The modernisation trend continues to sweep the distribution channels

CATEGORY DATA

Table 63 Sales of Home Insecticides by Category: Value 2015-2020 Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 65 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 66 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 67 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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