Executive Summary

Jul 2019
PROSPECTS
Spirits maintains modest positive volume growth in 2018

The growth of spirits in 2018 slowed down primarily as a result of the continued and pronounced consumer shift towards beer and wine. This had a direct limiting impact on the performance of the entire category, especially the biggest areas such as rachiu/rakija and other distilled beverages, further limiting the growth potential of the spirits category.

Dynamic single malt Scotch whisky, bitters and tequila (and mezcal)

In 2018 single malt Scotch whisky recorded the highest total volume growth rate, helped by the category’s very low sales base. The health spin surrounding bitters and the growing popularity of tequila (and mezcal) were the major contributing factors to the growth of these two particular spirits in 2018.

Brandy and gin stagnate as rakija and other distilled beverages post minimal growth

2018 was a year of stagnation for brandy and gin (English gin) as both categories witnessed limited volume demand and in the case of brandy a shortage of significant brands on the market. The consumer shift towards beer and wine in 2018 was a major contributing factor to the minimal growth of rachiu/rakija and other distilled beverages, which, due to their major size in total volume terms, negatively impacted the overall growth of spirits.

COMPETITIVE LANDSCAPE
Badel 1862 dd leads spirits in 2018 as its share continues to tumble

In 2018 the Croatian company Badel 1862 dd remained the leading player within spirits, despite its continued decline and loss of total volume share. Badel 1862 dd used to dominate spirits in the former Yugoslavia.

Diageo Plc ranks second within spirits in 2018

Diageo Plc ranked second in spirits in 2018 thanks to its significant global reach and excellent distribution in Macedonia. In 2017, its total volume share stagnated relative to 2016, while in 2018 it bounced back and grew moderately relative to 2017.

International brands maintain their dominance in 2018

In 2018 the two leading players within spirits in Macedonia were international companies, accounting for more than one third of the total volume share. Additionally, there are a number of smaller international players that together with the leaders accounted for more than half of the total volume share within spirits in 2018.

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Spirits in North Macedonia

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Overview

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

The Spirits 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 volume 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 Spirits in North Macedonia?
  • What are the major brands in North Macedonia?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

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 Alcoholic Drinks market research database.

Spirits in North Macedonia - Category analysis

HEADLINES

PROSPECTS

Spirits maintains modest positive volume growth in 2018
Dynamic single malt Scotch whisky, bitters and tequila (and mezcal)
Brandy and gin stagnate as rakija and other distilled beverages post minimal growth

COMPETITIVE LANDSCAPE

Badel 1862 dd leads spirits in 2018 as its share continues to tumble
Diageo Plc ranks second within spirits in 2018
International brands maintain their dominance in 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 10 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 12 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 13 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 14 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in North Macedonia - Industry Overview

EXECUTIVE SUMMARY

Solid total volume growth of alcoholic drinks in 2018
Innovation results in new craft beer, flavoured spirits and premium wine brands
Domestic companies dominate sales of alcoholic drinks in 2018
Traditional grocery retailers still responsible for the largest distribution share in 2018
Growth of alcoholic drinks to slow down

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 17 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 18 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 25 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 26 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 27 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 28 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources