The vast majority of local consumers are extremely price-sensitive. In response, the leading players in retail tissue have been targeting these consumers by offering significant and frequent promotions and discounts on retail tissue products.
Leading retail tissue manufacturers continue to offer price and volume promotions on their retail tissue brands. Toilet paper was abundant with frequent promotions in 2018, as the category leaders fiercely fought to attract more consumers and increase their shares.
Some of the most robust retail tissue categories, such as toilet paper, are highly saturated. Nonetheless, in 2018 toilet paper achieved moderate growth, which was mainly driven by innovation, frequent key new product launches and continued premiumisation, resulting in the higher unit prices of toilet paper.
In 2018, Paloma increased its lead within retail tissue, with a marginally increasing value share as a result of the solid performance of its eponymous Paloma retail tissue brand portfolio, which has enjoyed significant brand awareness and consumer loyalty and popularity since the times of the former Yugoslavia. The Paloma brand consists of a number of brand extensions across all retail tissue categories.
The Serbian company DrenikND ranked second within retail tissue in 2018, with a moderately declining value share as a result of the strong competitive pressure from competitors such as the leading company Paloma, SHP Group and Essity, all of which managed to increase or at least maintain similar shares in 2018. DrennikND’s leading brand Perfex was the single leading retail tissue brand within paper towels in 2018, and ranked second within toilet paper, which is the largest retail tissue category in value terms.
Retail tissue remained under the strong dominance of international companies in 2018. The only exception was the domestic company Ivona, which maintained a minimal value share thanks to limited sales of its eponymous economy retail tissue brand, which is present within toilet paper and paper towels.
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Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Retail Tissue research and analysis database.
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