Packaged Food in North Macedonia

December 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Packaged Food 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 a comprehensive range of core packaged food categories.

If you're in the Packaged Food 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 Packaged Food 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 Packaged Food in North Macedonia?
  • Which are the leading brands in Packaged Food in North Macedonia?
  • How are products distributed in Packaged Food in North Macedonia?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Packaged Food?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in North Macedonia?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Packaged Food in North Macedonia

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Losses as a result of COVID-19 outlet closures could affect the whole national economy Online ordering in foodservice drives growth of online sales in North Macedonia Representatives demand state support for foodservice as companies suffer the effects of COVID-19
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2015-2020 Table 6 Sales of Packaged Food by Category: Value 2015-2020 Table 7 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 8 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 9 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 10 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 11 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 12 Penetration of Private Label by Category: % Value 2015-2020 Table 13 Distribution of Packaged Food by Format: % Value 2015-2020 Table 14 Distribution of Packaged Food by Format and Category: % Value 2020 Table 15 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 16 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Edible Oils in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 panic buying leads to sunflower oil shortages as consumers worry about an uncertain future
Brilijant doo retains strong leadership following recent acquisition
Balanced presence of domestic and international players characterises edible oils

RECOVERY AND OPPORTUNITIES

Health and wellness trends to boost sales of olive oil
Alternative edible oils to form a niche
Innovation across the category will be driven by health and wellness in the coming years

CATEGORY DATA

Table 19 Sales of Edible Oils by Category: Volume 2015-2020 Table 20 Sales of Edible Oils by Category: Value 2015-2020 Table 21 Sales of Edible Oils by Category: % Volume Growth 2015-2020 Table 22 Sales of Edible Oils by Category: % Value Growth 2015-2020 Table 23 NBO Company Shares of Edible Oils: % Value 2016-2020 Table 24 LBN Brand Shares of Edible Oils: % Value 2017-2020 Table 25 Distribution of Edible Oils by Format: % Value 2015-2020 Table 26 Forecast Sales of Edible Oils by Category: Volume 2020-2025 Table 27 Forecast Sales of Edible Oils by Category: Value 2020-2025 Table 28 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025 Table 29 Forecast Sales of Edible Oils by Category: % Value Growth 2020-2025

Ready Meals in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Podravka retains leadership as demand is supported by COVID-19 crisis
Local players are the rising stars of ready meals
Private label remains marginal in ready meals

RECOVERY AND OPPORTUNITIES

Convenience trend remains key factor in ready meals
Chilled pizza to remain marginal
Room to grow for prepared salads and other niche product areas

CATEGORY DATA

Table 30 Sales of Ready Meals by Category: Volume 2015-2020 Table 31 Sales of Ready Meals by Category: Value 2015-2020 Table 32 Sales of Ready Meals by Category: % Volume Growth 2015-2020 Table 33 Sales of Ready Meals by Category: % Value Growth 2015-2020 Table 34 NBO Company Shares of Ready Meals: % Value 2016-2020 Table 35 LBN Brand Shares of Ready Meals: % Value 2017-2020 Table 36 Distribution of Ready Meals by Format: % Value 2015-2020 Table 37 Forecast Sales of Ready Meals by Category: Volume 2020-2025 Table 38 Forecast Sales of Ready Meals by Category: Value 2020-2025 Table 39 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025 Table 40 Forecast Sales of Ready Meals by Category: % Value Growth 2020-2025

Sauces, Dressings and Condiments in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Trgoprodukt doo retains leadership thanks to robust range and increased demand during COVID-19 pandemic
Vitaminka turns its attention to herbs and spices
Podravka continues to rebrand and redesign products to add interest to product range

RECOVERY AND OPPORTUNITIES

Innovation and product development drive growth in sauces, dressings and condiments
A taste for world cuisines adds interest to sauces, dressings and condiments
Ajvar drives sales of table sauces as convenience trends penetrate the category

CATEGORY DATA

Table 41 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020 Table 42 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020 Table 43 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020 Table 44 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020 Table 46 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020 Table 47 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020 Table 48 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025 Table 49 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025 Table 50 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025 Table 51 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2020-2025

Sweet Spreads in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Swisslion Takovo doo to lead category despite stagnation of chocolate spreads
Vitaminka AD retains second place, whilst Res-Kom dooel gains strength
Chezakomerc doo enters chocolate spreads with Nutini Krem

RECOVERY AND OPPORTUNITIES

Health and wellness trends shape the category
Sweet spreads to stagnate as consumers focus on healthier options
Nut and seed based spreads emerge as niche

CATEGORY DATA

Table 52 Sales of Sweet Spreads by Category: Volume 2015-2020 Table 53 Sales of Sweet Spreads by Category: Value 2015-2020 Table 54 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020 Table 55 Sales of Sweet Spreads by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Sweet Spreads: % Value 2016-2020 Table 57 LBN Brand Shares of Sweet Spreads: % Value 2017-2020 Table 58 Distribution of Sweet Spreads by Format: % Value 2015-2020 Table 59 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025 Table 60 Forecast Sales of Sweet Spreads by Category: Value 2020-2025 Table 61 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025 Table 62 Forecast Sales of Sweet Spreads by Category: % Value Growth 2020-2025

Soup in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Sales of instant soup boosted by COVID-19 as consumers look for convenient meal options
Podravka continues to lead category thanks to improved distribution network
Polish brands gain presence in dehydrated soup

RECOVERY AND OPPORTUNITIES

Leading players in soup focus on health and wellness trends
Dehydrated soup leads the category whilst shelf stable soup lacks presence
Chicken and beef remain popular flavours, although vegetable varieties are growing in popularity

CATEGORY DATA

Table 63 Sales of Soup by Category: Volume 2015-2020 Table 64 Sales of Soup by Category: Value 2015-2020 Table 65 Sales of Soup by Category: % Volume Growth 2015-2020 Table 66 Sales of Soup by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of Soup: % Value 2016-2020 Table 68 LBN Brand Shares of Soup: % Value 2017-2020 Table 69 Distribution of Soup by Format: % Value 2015-2020 Table 70 Forecast Sales of Soup by Category: Volume 2020-2025 Table 71 Forecast Sales of Soup by Category: Value 2020-2025 Table 72 Forecast Sales of Soup by Category: % Volume Growth 2020-2025 Table 73 Forecast Sales of Soup by Category: % Value Growth 2020-2025

Baked Goods in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 brings further regulations to baked goods manufacturing as category faces shortages
Demand for packaged products boosted by COVID-19 pandemic as consumers seek longer lasting products
New local player Algomak dooel emerges in frozen baked goods

RECOVERY AND OPPORTUNITIES

Companies respond to health and wellness trends with product development and innovation
Taste for world cuisine supports growth of packaged flat bread
High per capita consumption of baked goods continues to fuel growth

CATEGORY DATA

Table 74 Sales of Baked Goods by Category: Volume 2015-2020 Table 75 Sales of Baked Goods by Category: Value 2015-2020 Table 76 Sales of Baked Goods by Category: % Volume Growth 2015-2020 Table 77 Sales of Baked Goods by Category: % Value Growth 2015-2020 Table 78 NBO Company Shares of Baked Goods: % Value 2016-2020 Table 79 LBN Brand Shares of Baked Goods: % Value 2017-2020 Table 80 Distribution of Baked Goods by Format: % Value 2015-2020 Table 81 Forecast Sales of Baked Goods by Category: Volume 2020-2025 Table 82 Forecast Sales of Baked Goods by Category: Value 2020-2025 Table 83 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025 Table 84 Forecast Sales of Baked Goods by Category: % Value Growth 2020-2025

Breakfast Cereals in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and lifestyle changes during COVID-19 pandemic drive growth in 2020
Cereal Partners Worldwide maintains leadership thanks to growing demand for flakes
Vitalia loses share, despite new product launches, as category diversifies

RECOVERY AND OPPORTUNITIES

Health and wellness key factor in category development
Polish companies continue to penetrate Macedonian breakfast cereals
Breakfast cereals increasingly viewed as modern and healthy alternative to traditional Macedonian meals

CATEGORY DATA

Table 85 Sales of Breakfast Cereals by Category: Volume 2015-2020 Table 86 Sales of Breakfast Cereals by Category: Value 2015-2020 Table 87 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020 Table 88 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020 Table 89 NBO Company Shares of Breakfast Cereals: % Value 2016-2020 Table 90 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020 Table 91 Distribution of Breakfast Cereals by Format: % Value 2015-2020 Table 92 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025 Table 93 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025 Table 94 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025 Table 95 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2020-2025

Processed Meat and Seafood in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Consumer buying habits overhauled by COVID-19 pandemic
Pekabesko ad maintains strong, stable performance as category leader during COVID-19 crisis
New product development adds diversity to shelf stable offering in the category

RECOVERY AND OPPORTUNITIES

Consumers to favour packaged products following recent outbreaks
Meat substitutes to remain negligible as veganism fails to take root in North Macedonia
Register of organic operators introduced to give greater visibility to consumers

CATEGORY DATA

Table 96 Sales of Processed Meat and Seafood by Category: Volume 2015-2020 Table 97 Sales of Processed Meat and Seafood by Category: Value 2015-2020 Table 98 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020 Table 99 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020 Table 100 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020 Table 101 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020 Table 102 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020 Table 103 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025 Table 104 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025 Table 105 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025 Table 106 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2020-2025

Processed Fruit and Vegetables in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 foodservice closures and stockpiling shakes up the category
Cermat doo poised to retain leadership thanks to increased demand for frozen vegetables
Local players launch new products in shelf stable vegetables

RECOVERY AND OPPORTUNITIES

Growing taste for convenient smoothies drives growth of frozen fruit
Organic products enter processed fruit and vegetables
Private label to expand its presence in processed fruit and vegetables in the coming years

CATEGORY DATA

Table 107 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020 Table 108 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020 Table 109 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020 Table 110 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020 Table 111 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020 Table 112 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020 Table 113 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020 Table 114 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025 Table 115 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025 Table 116 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025 Table 117 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025

Rice, Pasta and Noodles in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Demand stimulated by COVID-19 home seclusion as supply in North Macedonia keeps up with demand
Instant noodles leads growth but from low base
Local and international players compete in Macedonian noodles

RECOVERY AND OPPORTUNITIES

Local players dominate rice in North Macedonia
Italian players will continue to lead pasta as new entrants struggle against established companies
Instant noodles will continue to grow thanks to convenience trend and exotic flavours

CATEGORY DATA

Table 118 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020 Table 119 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020 Table 120 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020 Table 121 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020 Table 122 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020 Table 123 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020 Table 124 NBO Company Shares of Rice: % Value 2016-2020 Table 125 LBN Brand Shares of Rice: % Value 2017-2020 Table 126 NBO Company Shares of Pasta: % Value 2016-2020 Table 127 LBN Brand Shares of Pasta: % Value 2017-2020 Table 128 NBO Company Shares of Noodles: % Value 2016-2020 Table 129 LBN Brand Shares of Noodles: % Value 2017-2020 Table 130 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020 Table 131 Distribution of Rice by Format: % Value 2015-2020 Table 132 Distribution of Pasta by Format: % Value 2015-2020 Table 133 Distribution of Noodles by Format: % Value 2015-2020 Table 134 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025 Table 135 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025 Table 136 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025 Table 137 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025

Packaged Food

In packaged food we consider two aspects of food sales: 1) Retail sales. 2) Foodservice. Retail sales is defined as sales through establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. This excludes hotels, restaurant, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition EXCLUDES the purchase of food products from foodservice outlets for consumption off-premises, eg impulse confectionery bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. Foodservice sales is defined as sales to consumer foodservice outlets that serve the general public in a non-captive environment. Outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semicaptive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. 1) Retail refers to units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. 2) Leisure refers to units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. 3) Travel refers to units located in based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Beyond the scope of the foodservice research are captive foodservice units that serve captive populations around institutions such as hospitals, schools, and prisons. This is also known as institutional sales.

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This report originates from Passport, our Packaged Food research and analysis database.

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