Executive Summary

Feb 2019
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.

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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Vitamins in Macedonia




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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.

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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: 
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This industry report originates from Passport, our Consumer Health market research database.

Consumer Health in Macedonia - Industry Overview


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
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Summary 1 Research Sources


Market Sizes
Sales of Consumer Health
Sales Performance of Consumer Health
Sales of Consumer Health by Category
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


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