Rice, Pasta and Noodles in Macedonia

PROSPECTS

Domestic rice production and brands prevent internationals from gaining share

Macedonia is known for its significant quantities of domestically-produced rice. Most of this is consumed by local consumers and certain quantities are exported mainly to neighbouring countries.

Instant noodles records fastest value growth but penetration remains low

In 2018, instant noodles, led by instant noodle pouches, recorded the fastest growth mainly due to its low level of penetration. Although it recorded the fastest growth in noodles, instant noodles still holds much lower share compared to plain noodles in Macedonia.

Pasta’s increasing premiumisation with gluten-free focus

Italian brands dominate pasta in Macedonia. However, pasta witnessed significant premiumisation in 2018 and throughout the review period.

COMPETITIVE LANDSCAPE

Makprogres strengthens leadership

In 2018, the domestic company Makprogres retained its leadership of rice, pasta and noodles, gaining value share, due to the continued expansion and strength of its leading rice brand Sonceva Dolina. Makprogres maintained its presence exclusively within rice.

Maks Strumica gains position

Another domestic company, Maks Strumica, maintained a significant presence and moved up one position to rank second within rice, pasta and noodles. It gained value share amidst growing competition from domestic and international brands with its rice brand Maks Oriz.

Italian companies led by Riscossa Srl dominate pasta and noodles

While rice is mostly dominated by domestic rice producers and companies, pasta and noodles are dominated by Italian companies led by Riscossa Srl. There are several other Italian and regional players competing within pasta and noodles such as Barilla Holding SpA with the world-renowned brand Barilla and Pasta Zara SpA with its eponymous Pasta Zara brand.

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