Executive Summary

Apr 2019
PROSPECTS
Negative demographics and saturation lead to very modest growth

In 2018, the decline of the female population aged 12-54 continued, whilst sanitary protection was already heavily saturated. In fact, these two factors limited the growth of sanitary protection throughout the review period.

Slim/thin/ultra-thin towels with wings sees the strongest sales in 2018

Slim/thin/ultra-thin towels achieved the strongest sales in 2018, thanks to strong consumer demand and the greater preference for this particular product type compared with standard towels. This category also saw the strongest current value growth in 2018.

Tampons continues to lose share

Tampons was the real loser in sanitary protection in 2018, declining significantly despite all other categories (except standard towels without wings) managing to achieve current value growth. Health and hygiene concerns are increasingly an issue amongst local consumers when it comes to the use of tampons.

COMPETITIVE LANDSCAPE
The Procter & Gamble Co maintains its strong lead

In 2018, The Procter & Gamble Co maintained its strong lead within sanitary protection in Macedonia, despite a declining retail value share amidst increased competitive pressure from smaller players offering lower-priced products. Procter & Gamble’s strong value share stems from the strength of its sanitary protection brand portfolio, led by Always, which was also the single leading sanitary protection brand in Macedonia in 2018.

Mega Disposables ranks second, but suffers a value share decline

The second most important player within sanitary protection in 2018 was the Greek company Mega Disposables, which successfully competes with the leading international players thanks to the strong penetration of its portfolio under the brand Every Day. In 2018, Mega Disposables suffered a moderate decline in its value share, due to the strong competitive pressure from incoming lower-priced standard and economy brands launched by smaller, lesser-known players.

International companies dominate in 2018

In 2018, sanitary protection in Macedonia was dominated by international companies and their respective brands. However, private label is gradually increasing its presence, thanks to the activities of the largest drugstore/parapharmacy chain, dm-Drogerie Markt, which sells its private label line Jessa in sanitary protection.

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Sanitary Protection in Macedonia

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Overview

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

The Sanitary Protection 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 Sanitary Protection in North Macedonia?
  • What are the major brands in North Macedonia?
  • What are the key new product launches in the sanitary protection market?

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.

Sanitary Protection in Macedonia - Category analysis

HEADLINES

PROSPECTS

Negative demographics and saturation lead to very modest growth
Slim/thin/ultra-thin towels with wings sees the strongest sales in 2018
Tampons continues to lose share

COMPETITIVE LANDSCAPE

The Procter & Gamble Co maintains its strong lead
Mega Disposables ranks second, but suffers a value share decline
International companies dominate in 2018

CATEGORY DATA

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