Executive Summary

Apr 2019
PROSPECTS
Stagnant demographics negatively impact nappies/diapers/pants

Strong saturation, coupled with the stagnant population aged 0-3, continued to have a negative impact on nappies/diapers/pants in 2018. Since the growth of nappies/diapers/pants in Macedonia is highly dependent on growth in the birth rate and volume demand, current value sales saw a decline in 2018.

Junior nappies/diapers/pants sees the least decline

Amidst a lack of growth potential, junior nappies/diapers performed the best within nappies/diapers/pants – this performance was actually the slowest decline rather than growth, with all other categories seeing stronger declines. This better performance was mainly due to the low sales base of junior nappies/diapers, and the slightly stronger per capita growth potential in this category.

Disposable pants remains negligible

Throughout the review period, disposable pants failed to gain significance, and this continued in 2018. High unit prices and a lack of established tradition of use amongst local consumers is the main factor preventing this category from achieving significant sales.

COMPETITIVE LANDSCAPE
The Procter & Gamble Co leads nappies/diapers/pants

In 2018, The Procter & Gamble Co strongly led nappies/diapers/pants due to the significant penetration and strength of its brand portfolio, led by Pampers; however, the company saw a moderate decline in its retail value share in this year. The Procter & Gamble Co is responsible for most innovation in nappies/diapers/pants, with most innovations resulting in key new product launches which keep revolutionising the category globally.

Mega Disposables ranks second

Nappies/diapers/pants remained a heavily concentrated category in 2018, with three companies dominating. Ranking second, with about half the sales of the leader, was the Greek company Mega Disposables, with its nappies/diapers/pants brand Daipers.

International companies and brands dominate nappies/diapers/pants

In addition to the two leading international companies and one domestic company within nappies/diapers/pants, several smaller players competed for share in 2018 – all international. They included Violeta from Bosnia and Herzegovina, Ficosota Syntez from Bulgaria, and Ontex International, Hayat Kimya Sanayi and Evyap Sabun Yag Gliserin, all based in Turkey.

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Overview

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

The Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in North Macedonia?
  • What are the major brands in North Macedonia?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

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 Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Macedonia - Category analysis

HEADLINES

PROSPECTS

Stagnant demographics negatively impact nappies/diapers/pants
Junior nappies/diapers/pants sees the least decline
Disposable pants remains negligible

COMPETITIVE LANDSCAPE

The Procter & Gamble Co leads nappies/diapers/pants
Mega Disposables ranks second
International companies and brands dominate nappies/diapers/pants

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Macedonia - Industry Overview

EXECUTIVE SUMMARY

Political and economic woes continue, but fail to disrupt growth
Conflicting trends have different impacts on the performance of tissue and hygiene
International companies dominate retail tissue and hygiene
Modern grocery retailers holds the highest share of distribution
Growth is set to continue over the forecast period, despite saturation

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources