Executive Summary

Oct 2019
PROSPECTS
Promotion of vitamins for skin health boosts sales

Vitamins continued to see current value growth in 2019, with increases in all categories due to local consumers’ greater focus on personal health and wellbeing. One of the reasons for growth was the trend of recommending certain vitamins for skin health, which is gaining importance in North Macedonia.

Growing popularity of vitamin B for its many health benefits

Vitamin B is growing in popularity in North Macedonia. Numerous press releases during the review period talked about the importance of taking B vitamins regularly for many different aspects of health, including immunity, energy production, skin condition and DNA synthesis, and to prevent headaches and anaemia.

Different age groups buy vitamins for different reasons

In North 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 leads, but continues to lose share to smaller brands

In 2019, 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, due primarily to significantly stronger competition from smaller and lesser-known companies and brands.

Beyond the top five companies vitamins is highly fragmented

Vitamins has long been a fragmented category. Beyond the leading five 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.

Marketing tools now include sponsored web articles

The leading producers are able to invest much more in marketing, so they are mostly focused on the most effective advertising channel of television commercials. On the other hand, smaller players rely mostly on POS banners and press advertisements.

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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.

Vitamins in North Macedonia - Category analysis

HEADLINES

PROSPECTS

Promotion of vitamins for skin health boosts sales
Growing popularity of vitamin B for its many health benefits
Different age groups buy vitamins for different reasons

COMPETITIVE LANDSCAPE

Krka Farma leads, but continues to lose share to smaller brands
Beyond the top five companies vitamins is highly fragmented
Marketing tools now include sponsored web articles

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in North Macedonia - Industry Overview

EXECUTIVE SUMMARY

Economic, political and social factors ensure growth for consumer health
Rising self-medication due to more products and marketing, particularly online
International manufacturers dominate, but a local player leads
Gradual move away from chemists/pharmacies towards more modern channels
Continued healthy growth, especially for non-OTC categories

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

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