Executive Summary

Apr 2019
PROSPECTS
Retail adult incontinence recovers in 2018, following a double-digit decline

In 2018, retail adult incontinence managed to recover following a significant double-digit decline in 2017, which was caused by the lower than usual consumer demand for adult incontinence products. Both light and moderate/heavy incontinence improved to see positive current value growth in 2018.

Economising continues, limiting the growth of retail adult incontinence

Over the review period, Macedonia’s population continued to age rapidly, and increased travel led to the need for incontinence products on-the-go. However, despite all expectations for continued growth, the category suffered a significant decline in 2017, for no obvious reason other than a significant unexplained decline in volume demand, particularly for light incontinence products.

Moderate/heavy retail adult incontinence sees the fastest growth

Macedonian consumers have limited knowledge about retail adult incontinence products, for the simple reason that they rarely come across such brands during their daily shopping. It is hard for them to make a distinction between light and moderate/heavy adult incontinence products.

COMPETITIVE LANDSCAPE
Domestic company Maksi leads retail adult incontinence

In 2018, domestic company Maksi maintained its strong lead within retail adult incontinence, with a moderately declining value share after assuming the leading position in 2017, de-throning Mega Disposables after years of leading the category. The strong value share of Maksi stems from the high penetration and solid performance of its retail adult incontinence brand Makpel.

Mega Disposables ranks second

The Greek company Mega Disposables was the leader within retail adult incontinence for most of the review period. However, in 2017 and 2018 the company lost significant share due to a lack of distribution for its retail adult incontinence brand Mega.

Retail adult incontinence is highly concentrated

As already mentioned, the two leaders accounted for more than two thirds of overall value sales in retail adult incontinence in 2018, which left several other players competing for the remaining third of value sales. Companies competing for this share include the Turkish companies Ontex and Hayat Kimya, as well as the domestic companies Alkaloid ad Skopje and Bioment Antonio.

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Retail Adult Incontinence in Macedonia

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Overview

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

The Incontinence 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 Incontinence in North Macedonia?
  • What are the major brands in North Macedonia?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

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.

Retail Adult Incontinence in Macedonia - Category analysis

HEADLINES

PROSPECTS

Retail adult incontinence recovers in 2018, following a double-digit decline
Economising continues, limiting the growth of retail adult incontinence
Moderate/heavy retail adult incontinence sees the fastest growth

COMPETITIVE LANDSCAPE

Domestic company Maksi leads retail adult incontinence
Mega Disposables ranks second
Retail adult incontinence is highly concentrated

CATEGORY DATA

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