Two conflicting trends continued to impact the performance of juice in 2018. On the one hand, the trend for economising resulted in significant growth and penetration of lower fruit content juice, such as juice drinks (up to 24% juice).
In 2018, juice drinks (up to 24% juice) recorded stable off-trade volume and current value growth due to the significant presence of brands that offer excellent quality price ratio. Attractively priced, juice drinks usually offer different flavours and combinations, which makes them appealing to discerning local consumers seeking novelties and adventure by consuming new flavours and bold exciting combinations.
On-trade volume sales of juice achieved similar growth compared to off-trade in 2018. Due to the increasing presence of higher-priced 100% juice, off-trade performed more strongly in value terms than on-trade in 2018.
The domestic company Vivaks retained its leadership of juice in Macedonia in 2018, due to its strong foothold across all juice ranges with its eponymous leading brand Viva. While the player gained marginal off-trade volume share in 2018, it suffered a moderate decline in value terms as the company focused on lower-priced juice drinks and offered significant discounts throughout the year.
In off-trade volume terms, domestic companies dominated juice in Macedonia in 2018, while in off-trade value terms the situation was more balanced, with domestic and international brands evenly split in the category. In overall rankings, in off-trade value terms, the three leading companies were of domestic origin, including leading player Vivaks, IMB Mlekara Bitola ad and Fruktal Mak AD Skopje.
Internationals constituted strong off-trade value share within juice, with several regional companies leading the way. Renowned juice manufacturers from neighbouring Serbia, Croatia, Slovenia and Bosnia and Herzegovina dominate nectars and juice drinks.
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Understand the latest market trends and future growth opportunities for the Juice 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 Juice research and analysis database.
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