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Soft Drinks in
North Macedonia

Country Report

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Executive Summary

Mar 2019
Soft drinks maintains healthy growth in precarious economic times

Soft drinks maintained solid off-trade volume and current value growth in 2018 due to the solid performance of the most robust categories, many of which experienced continued new product development and innovation. All soft drinks categories managed to achieve positive growth due to improving consumer demand in a situation where consumers’ purchasing power was persistently and chronically low.

Health and wellness trends increasingly shape soft drinks

2018 was another year in which health and wellness trends continued to play an important role in shaping soft drinks and its performance. As a result of these trends, carbonates experienced a moderately negative impact due to a continued consumer shift towards juice and bottled water and to some extent, RTD tea.

Domestic companies overwhelmingly dominate soft drinks

Soft drinks in Macedonia remained under the overwhelming dominance of domestic manufacturers, both in value and volume terms, in national brand owner status. Nonetheless, for global brand owners, the scenario is somewhat different.

Significant activities in 2018 in relation to key new product launches in soft drinks

Numerous key new launches were made within soft drinks in 2018 as a result of the tireless innovation and research of the key players competing both globally and in Macedonia. One of the most active categories in terms of new notable new launches in 2018 was juice drinks (up to 24% juice), including the launch of domestic brands Viva Fresh Kalinka and Viva Fresh Limon i Bozel by Vivaks DPPU; Fruvita doo launched Hello sour cherry and Hello pineapple; Duga Fruit doo launched several flavours of its juice drinks under the DaGio brand; Swisslion Takovo doo launched Takovo Nar.

Despite maturity of main categories, soft drinks to maintain healthy growth

Soft drinks is set to continue to record positive growth in both off-trade volume and current value terms over the forecast period, despite the maturity of some of the main and most robust categories, such as carbonates and juice. This growth is set to be moderately stronger both off- and on-trade compared to the review period.

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Soft Drinks in Macedonia

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in North Macedonia for free:

The Soft Drinks in North Macedonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in North Macedonia?
  • What are the major brands in North Macedonia?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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 Soft Drinks market research database.

Soft Drinks in Macedonia

EXECUTIVE SUMMARY

Soft drinks maintains healthy growth in precarious economic times
Health and wellness trends increasingly shape soft drinks
Domestic companies overwhelmingly dominate soft drinks
Significant activities in 2018 in relation to key new product launches in soft drinks
Despite maturity of main categories, soft drinks to maintain healthy growth

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Bottled Water in Macedonia

HEADLINES

PROSPECTS

Concerns over safety of tap water continue to drive sales of bottled water
Flavoured bottled water sales flourish
On-trade sales of bottled water improve

COMPETITIVE LANDSCAPE

Kozuvchanka doo leads bottled water in 2018
Overwhelming dominance of domestic bottled water manufacturers
Several regional and few international bottled water companies compete

CATEGORY DATA

Table 33 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 34 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Macedonia

HEADLINES

PROSPECTS

Negative publicity restrains sales of carbonates
Non-cola carbonates continues to hold higher share than cola carbonates in 2018
On-trade sales of carbonates remain stable in 2018

COMPETITIVE LANDSCAPE

The Coca-Cola Co portfolio cements the lead of Pivara Skopje in 2018
Carbonates dominated by domestic soft drinks manufacturing companies
Internationals dominate carbonates at global brand owner level in 2018

CATEGORY DATA

Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 49 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 50 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2013-2018
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2013-2018
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Macedonia

HEADLINES

PROSPECTS

Number of brands within liquid concentrates continues to shrink
Powder concentrates performs well due to Cedevita and Cevitana
Economy brands stable due to discounters and other grocery retailers

COMPETITIVE LANDSCAPE

Fruktal Mak retains lead of concentrates in 2018
Strong sales of Cedevita helps Atlantic Trade lead powder concentrates
Competition in concentrates is dwindling
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format

CATEGORY DATA

Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 66 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Macedonia

HEADLINES

PROSPECTS

Energy drinks popular primarily amongst young consumers
Significant on-trade consumption of energy drinks

COMPETITIVE LANDSCAPE

Red Bull GmbH continues its overwhelming lead in energy drinks in 2018
Few regional and international brands occupy remaining share
Serbian and Polish companies are best positioned beyond Red Bull

CATEGORY DATA

Table 81 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 82 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 83 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 84 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 90 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Macedonia

HEADLINES

PROSPECTS

Consumer polarisation within juice continues in 2018
Juice drinks performs well due to excellent quality/price ratio
On-trade sales of juice remains stable but underperform relative to review period

COMPETITIVE LANDSCAPE

Vivaks retains leadership of juice and continues to innovate
Domestic juice producers maintain dominance in 2018
Regional companies maintain solid share within juice

CATEGORY DATA

Table 93 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 94 Off-trade Sales of Juice by Category: Value 2013-2018
Table 95 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 96 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 97 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 98 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 99 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 100 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 101 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 102 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 103 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 104 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Macedonia

HEADLINES

PROSPECTS

Despite growing trend for convenience, sales of RTD coffee remain relatively flat
Local coffee drinking culture restricts on-trade sales of RTD coffee
Limited brand presence prevents more significant growth

COMPETITIVE LANDSCAPE

Nestlé Adriatik Makedonija dominates value sales of RTD coffee in 2018
Croatian company Vindija dd leads RTD coffee in volume terms
Category leaders face limited and weak competition locally

CATEGORY DATA

Table 105 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 106 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 107 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 108 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 109 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 110 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 111 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 112 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 113 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 114 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 115 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 116 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Macedonia

HEADLINES

PROSPECTS

Fuze Tea enters RTD, while Nestea exits in 2018
Manufacturers place emphasis on natural ingredients and other health spins
On-trade sales of RTD tea continue to gain significance

COMPETITIVE LANDSCAPE

Pivara Skopje attains leadership of RTD tea
Domestic company Vivaks leads RTD tea in off-trade volume terms in 2018
International and domestic companies equally present in RTD tea in 2018

CATEGORY DATA

Table 117 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 118 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 119 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 120 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Macedonia

HEADLINES

PROSPECTS

Low level of significance for sports drinks
Sports drinks faces shortage of market significant brands
On-trade sales of sports drinks are negligible

COMPETITIVE LANDSCAPE

Vindija dd remains the undisputed leader within sports drinks in 2018
Sports drinks witnesses further concentration
Limited presence of international brands and poor competition

CATEGORY DATA

Table 129 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 130 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023