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Retailing in North Macedonia

March 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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 the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing 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 Retailing 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 Retailing in North Macedonia?
  • Which are the leading retailers in Retailing in North Macedonia?
  • How are products distributed in Retailing in North Macedonia?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in North Macedonia?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in North Macedonia

EXECUTIVE SUMMARY

COVID-19 impact on retailing
COVID-19 country impact
E-commerce infrastructure improves over review period
Modernisation trend continues to change consumer behaviour
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2019
Physical retail landscape
Cash and carry
Seasonality
Christmas and New Year’s Eve Valentine’s Day New School Year
Payments and delivery
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020 Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 3 Sales in Store-Based Retailing by Channel: Value 2015-2020 Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020 Table 5 Store-Based Retailing Outlets by Channel: Units 2015-2020 Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 7 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 11 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 13 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 15 Retailing GBO Company Shares: % Value 2016-2020 Table 16 Retailing GBN Brand Shares: % Value 2017-2020 Table 17 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 18 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 19 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 20 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 21 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025 Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025 Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025 Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Hypermarkets drive value growth as consumers feel safe
Appealing to price-sensitive consumers, discounter KAM doo continues its reign as leader in modern grocery retailers channel in 2020
Greater convenience and discounts continue to attract more shoppers to modern grocery retailers in 2019

RECOVERY AND OPPORTUNITIES

Healthy value growth over forecast period
Modern grocery retailers expected to see steady value growth over the forecast period despite consumers’ heightened price sensitivity
Few if any new international retailers considering entering North Macedonia in 2020

CHANNEL DATA

Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 42 Sales in Modern Grocery Retailers by Channel: Value 2015-2020 Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020 Table 44 Modern Grocery Retailers Outlets by Channel: Units 2015-2020 Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025 Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025 Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025 Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025

Traditional Grocery Retailers in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Traditional grocery unaffected by COVID-19
Highlighting low prices, Stokomak continues to lead traditional grocery retailers in 2020
Traditional grocery retailers is highly fragmented and that not expected to change

RECOVERY AND OPPORTUNITIES

Value sales pick up once society opens up
Consumers shifting from traditional grocery retailers, seeking better shopping experience and more convenience
Despite slow growth over the forecast period, traditional grocery retailers not going away and will remain popular

CHANNEL DATA

Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Little demand for updating wardrobe in 2020, as people spend large amounts of time at home
Offering wide product portfolio and low prices, LC Waikiki Retail MK holds its channel leadership in 2020
New multibrand stores notch up growth serving fashionable consumers with low brand loyalty

RECOVERY AND OPPORTUNITIES

Pent-up demand leads to strong value growth early in forecast period
Apparel and footwear specialist retailers look to spur more robust growth with increased discounts
Increased consolidation over forecast period

CHANNEL DATA

Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Chemists/pharmacies outperform other channels due to COVID-19
Zegin Farm dooel’s continued leadership in health and beauty specialist retailers in 2020 is a result of low prices, broad product portfolio
Pharmacist chain PZU – Apteka Eurofarm maintains value share and second position in 2020

RECOVERY AND OPPORTUNITIES

Healthy value growth for most channels over forecast period
Lower value growth than over review period
Dm-Drogerie Markt continues growth trend via innovative customer-focused marketing efforts

CHANNEL DATA

Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020 Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020 Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025 Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Mixed Retailers in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Steep value decline for sole operator, Studio Moderna
Studio Moderna continues to hold strong, if not solitary, position in mixed retailers channel
Top Shop expected to continue to expand

RECOVERY AND OPPORTUNITIES

Pent-up demand drivel value growth early in forecast period
Current lack of consumer interest makes it doubtful significant new players will enter mixed retailers channel
Mixed retailers projected to see varied rates of growth over the forecast period

CHANNEL DATA

Table 84 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 86 Sales in Mixed Retailers by Channel: Value 2015-2020 Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020 Table 88 Mixed Retailers Outlets by Channel: Units 2015-2020 Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 90 Mixed Retailers GBO Company Shares: % Value 2016-2020 Table 91 Mixed Retailers GBN Brand Shares: % Value 2017-2020 Table 92 Mixed Retailers LBN Brand Shares: Outlets 2017-2020 Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020 Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025 Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025 Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025 Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

Direct Selling in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Consumer health posts positive value growth, but beauty and personal care suffers value decline
Avon continues to hold commanding position in direct selling in 2020
Avon continues to outperform Oriflame

RECOVERY AND OPPORTUNITIES

E-commerce continues to threaten value sales over forecast period
Beauty and personal care direct selling remains the most significant channel in 2018
Significant threats could dampen value sales over forecast period

CHANNEL DATA

Table 100 Direct Selling by Category: Value 2015-2020 Table 101 Direct Selling by Category: % Value Growth 2015-2020 Table 102 Direct Selling GBO Company Shares: % Value 2016-2020 Table 103 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 104 Direct Selling Forecasts by Category: Value 2020-2025 Table 105 Direct Selling Forecasts by Category: % Value Growth 2020-2025

E-Commerce in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

Exceptional growth as consumers look to avoid exposure to COVID-19
Third party merchants the leader in e-commerce in 202-
More secure payments, demand for convenience drives e-commerce growth over review period

RECOVERY AND OPPORTUNITIES

Current value doubles by 2025
E-commerce players focus on online customer experience
Grocery retailing coming into their own over forecast period

CHANNEL DATA

Table 106 E-Commerce by Channel and Category: Value 2015-2020 Table 107 E-Commerce by Channel and Category: % Value Growth 2015-2020 Table 108 E-Commerce GBO Company Shares: % Value 2016-2020 Table 109 E-Commerce GBN Brand Shares: % Value 2017-2020 Table 110 Forecast E-Commerce by Channel and Category: Value 2020-2025 Table 111 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in North Macedonia

KEY DATA FINDINGS

2020 IMPACT

E-commerce more positively affected by COVID-19 than mobile e-commerce
Mobile e-commerce remains highly fragmented as new players enter the fray
Consumers still tend use personal computers to buy online, but a growing number are turning to mobile e-commerce

RECOVERY AND OPPORTUNITIES

Current values trebles by 2020, as smartphone ownership continues to increase
Retailers developing mobile-friendly strategies to attract young tech-savvy consumers
Lower cost of smartphones and data packages drive value growth

CHANNEL DATA

Table 112 Mobile E-Commerce: Value 2015-2020 Table 113 Mobile E-Commerce: % Value Growth 2015-2020 Table 114 Mobile E-Commerce Forecasts: Value 2020-2025 Table 115 Mobile E-Commerce Forecasts: % Value Growth 2020-2025
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This report originates from Passport, our Retailing research and analysis database.

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