Executive Summary

Apr 2019
Political and economic woes continue, but fail to disrupt growth

In 2018, retail tissue and hygiene achieved moderate current value growth. This was due to the solid performances of the most robust retail tissue categories – particularly toilet paper, which is the single largest category, and paper towels, which was the second fastest growing retail tissue category, after tablecloths.

Conflicting trends have different impacts on the performance of tissue and hygiene

The performance of retail tissue and hygiene in 2018 was impacted by conflicting trends which had different impacts. Retail tissue was subject to both significant economising and premiumisation.

International companies dominate retail tissue and hygiene

In 2018, international companies dominated all retail tissue and hygiene categories. The leading global and regional players within the category compete for share unchallenged by domestic companies.

Modern grocery retailers holds the highest share of distribution

Traditional grocery retailers dominated overall retailing in Macedonia in 2018. Nonetheless, the distribution of retail tissue and hygiene products in Macedonia is dominated by modern grocery retailers.

Growth is set to continue over the forecast period, despite saturation

Over the forecast period retail tissue and hygiene is set to continue to see growth in current value terms. Despite strong saturation in most categories and the stagnant population, retail tissue and hygiene is actually expected to perform better compared with the review period.

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Tissue and Hygiene in Macedonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in North Macedonia?
  • What are the major brands in North Macedonia?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

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.

Tissue and Hygiene in Macedonia

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Macedonia

HEADLINES

PROSPECTS

Government funding for healthcare boosts growth
AFH tissue continues to outperform AFH hygiene
Economising prevails in both the public channel and amongst businesses

COMPETITIVE LANDSCAPE

A high level of fragmentation within AFH tissue and hygiene
International companies are dominant within AFH tissue and hygiene
AFH tissue and hygiene in the public channel is subject to public procurement

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Macedonia

HEADLINES

PROSPECTS

Stagnant demographics negatively impact nappies/diapers/pants
Junior nappies/diapers/pants sees the least decline
Disposable pants remains negligible

COMPETITIVE LANDSCAPE

The Procter & Gamble Co leads nappies/diapers/pants
Mega Disposables ranks second
International companies and brands dominate nappies/diapers/pants

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Macedonia

HEADLINES

PROSPECTS

Retail adult incontinence recovers in 2018, following a double-digit decline
Economising continues, limiting the growth of retail adult incontinence
Moderate/heavy retail adult incontinence sees the fastest growth

COMPETITIVE LANDSCAPE

Domestic company Maksi leads retail adult incontinence
Mega Disposables ranks second
Retail adult incontinence is highly concentrated

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Macedonia

HEADLINES

PROSPECTS

Despite limited purchasing power, the premiumisation of retail tissue continues
Frequent price and volume promotions make retail tissue products affordable
Saturation and population stagnation to limit the future growth of retail tissue

COMPETITIVE LANDSCAPE

Paloma increases its share, maintaining a healthy lead in retail tissue
Serbian company DrenikND ranks second
International companies dominate retail tissue

CATEGORY DATA

Table 37 Retail Sales of Tissue by Category: Value 2013-2018
Table 38 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 40 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 41 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 42 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Macedonia

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 43 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 44 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Macedonia

HEADLINES

PROSPECTS

Convenience drives the growth of wipes, but demographics limit growth
The slow growth of baby wipes limits the growth of personal wipes
Home care wipes and floor cleaning systems achieves the fastest growth

COMPETITIVE LANDSCAPE

Mega Disposables leads wipes in 2018
Freudenberg Haushaltsprodukte leads home care wipes
Wipes is the exclusive domain of international companies

CATEGORY DATA

Table 49 Retail Sales of Wipes by Category: Value 2013-2018
Table 50 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 51 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 53 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023