Executive Summary

Feb 2019
PROSPECTS
Vitamins benefiting from a greater focus on personal health and wellbeing

Local consumers’ greater focus on personal health and wellbeing contributed to the ongoing steady growth of vitamins in 2018. Many vitamins, both single and combination products, are being bought to supplement consumers’ daily diets.

Vitamin E benefits from a focus on beauty and antioxidants

In 2018, vitamin E posted the strongest current value growth thanks to rising consumer demand for supplements which support both the immune system and healthier looking skin and eyes, while also helping to slow the signs of ageing. The prevalent delivery formats remained pills and tablets, although RTD offerings are slowly emerging as more international brands become available in the local market.

Different age groups buy vitamins for different reasons

In Macedonia, consumers tend to purchase vitamins for a variety of reasons. Their purchasing decisions are mostly driven by needs dictated by their age.

COMPETITIVE LANDSCAPE
Krka Farma remains the leading player but continues to lose share

In 2018, Krka Farma, the local subsidiary of the Slovenian company Krka dd Novo Mesto, remained the leading player in vitamins. However, the company’s share continued to decline, primarily due to significantly stronger competition from smaller and lesser-known companies and brands.

Second-ranked Alkaloid AD Skopje continues to steadily gain share

Alkaloid AD Skopje, Macedonia’s largest domestic pharmaceutical company, ranked second in vitamins in 2018. The company continued to steadily grow its value share thanks to the success of its most recent launch, the Acerola brand, in addition to its well-established Vitamin C brand, which accounts for the majority of its overall vitamin value sales.

Beyond the leading 10 companies vitamins is highly fragmented

Vitamins has long been a fragmented category. Beyond the leading 10 companies, the category is highly fragmented, characterised by a number of smaller players selling primarily lower-priced vitamins to attract more price-sensitive consumers, with the quality of these often being dubious.

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OVERVIEW

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

The Vitamins 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
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • What is the market size of Vitamins in North Macedonia?
  • What are the major brands in North Macedonia?
  • Are combination products with acetaminophen still popular?
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 Consumer Health market research database.

Consumer Health in Macedonia - Industry Overview

ANALYSIS

Executive Summary
Consumer health continues to record steady growth despite political turbulence
Internet access and social media platforms support the growing self-medication trend
Consumer health in Macedonia dominated by international manufacturers
Few channels sell consumer health products beyond chemists/pharmacies
Healthy growth of consumer health expected to continue over the forecast period
Appendix
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Definitions
Sources
Summary 1 Research Sources

DATAGRAPHICS

Market Sizes
Sales of Consumer Health
Sales Performance of Consumer Health
Sales of Consumer Health by Category
Distribution
Channel Distribution for Consumer Health
Competitive Landscape
Company Shares of Consumer Health
Company Share Performance in Consumer Health
Retail Sales Performance by Company
Market Concentration of Consumer Health by Company
Brand Shares of Consumer Health
Brand Share Performance in Consumer Health
Retail Sales Performance by Brand
Market Concentration of Consumer Health by Brand

CONTEXT

International Context
Consumer Health Retail Sales by Region
Consumer Health in Macedonia
FMCG Index
Consumer Health vs Selected FMCG Industries
Socioeconomic Context
Population Growth Index
Macedonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Macedonia