Packaged Food in Macedonia

Packaged food continues to record stable growth in 2018

Packaged food maintained a healthy growth rate in 2018, with the vast majority of its categories in positive territory. The political crisis subsided in late 2017 following the formation of the newly appointed government and parliament.

Health, wellness and convenience are the major trends impacting packaged food

Analysis of the individual categories in packaged food shows that the vast majority of them are being significantly impacted by the health and wellness trend, especially snacks and dairy, while the convenience trend is quite significantly affecting some of the most important categories in staple foods and cooking ingredients and meals. Throughout 2018, packaged food in Macedonia witnessed significant innovation on the part of the key category players, resulting in a significant number of key new product and brand launches, many of which were in line with the latest global health and wellness trends.

All top five leaders in packaged food are domestic companies

There are many international and domestic companies operating in the packaged food market in Macedonia, competing with their respective brands across the various categories. International players dominate snacks and cooking ingredients and meals.

Traditional grocers dominate but modern grocers increase their share

Modern grocery retail formats are still emerging in Macedonia and their overall value share is much lower than that of traditional grocery retailers. As a result, packaged food continues to be dominated by traditional grocery retailers, by far the largest distribution channel for packaged food in Macedonia.

Focus on innovation and convenience to be the driving forces of future growth

Over the forecast period packaged food growth is set to remain fairly stable. In terms of the major categories, dairy is set to be fastest growing, thanks to strong growth in cheese, especially spreadable processed cheese, sour milk and butter.

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