Skin Care in North Macedonia

PRE-COVID-19 PERFORMANCE

Premium skin care drives growth that is nonetheless constrained by negative demographic trends in 2019

Skin care is one of the largest and most dynamic product areas within beauty and personal care, and usually exhibits above-average growth rates. In 2019 overall current value growth was higher than in the previous year, though it was undoubtedly constrained by ongoing migration and a shrinking consumer base.

Beiersdorf leads in 2019, with its brands benefiting from distribution deal with Atlantic Grupa

Beiersdorf dooel Skopje continued its secure lead of skin care in North Macedonia in 2019, remaining active with its brands Nivea, Nivea Body and Atrix. All three brands enjoyed a strong presence throughout mass skin care in 2019, with Nivea leading skin care overall.

Avon taps into several trends with new launches in an attempt to breathe life into a declining brand

Japanese and Korean skin care products saw a surge in popularity in North Macedonia in 2019, with rising demand thanks partly to digitally engaged consumers influenced by trends circulating on social media. Several leading brands in skin care have jumped on the bandwagon with launches of such products, including direct-seller Avon.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to fall by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

In both constant and current value terms, premium general purpose body care is the most resilient product area within skin care in 2020, seeing substantial current value growth albeit at a slower rate than it enjoyed in 2018. Consumers are making fewer replacement purchases in skin care and are economising by prioritising multi-purpose products.

Recovery and opportunities

Over the forecast period, the growth of skin care is set to slow down, due to the continued negative effects from migration and falling birth rates. Should impact of COVID-19 fail to undermine North Macedonia’s improving economy, premium-positioned products will continue to attract interest as consumers opt for skin care items promising to deliver value-added benefits and improved functionality.

Files are delivered directly into your account within a few minutes of purchase.