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Wine in North Macedonia
June 2022
2021 DEVELOPMENTS
Slow recovery in 2021
Volume sales increased in 2021, after the dramatic decline the previous year, due to COVID-19 restrictions. Volume growth was in the double-digits through on-trade channels, which is a significant channel for wine.
Highly fragmented landscape
In 2021, the competitive landscape remained highly fragmented in North Macedonia, which has more than 70 officially registered domestic wineries. These most family-owned wineries tend to be small in size, with significant export orientation.
Vermouth and sparkling wine star performers in 2021
Vermouth was the best performing wine in 2021, in terms of volume growth, though from a small base. Consumer demand for sparkling wine, especially other sparkling wine, also continued to grow in 2021.
PROSPECTS AND OPPORTUNITIES
Wine to continue growing at a similar pace as over the review period
Wine will register moderate volume growth over the forecast period and will be in line with growth over the review period. A large range of competitively priced local wines, coupled with increasing demand for higher priced local and international wines will support volume growth.
Champagne set to register similar growth as other sparkling wines
While growth has been higher for other sparkling wines than Champagne over the review period, it is expected that Champagne will also grow strongly over the review period, as wealthier consumers increasingly purchase Champagne for special occasions. However, this growth will be dependent on the economy recovering strongly over the forecast period.
Push to develop retail channels
The wine sector in North Macedonia is characterised by a high level of fragmentation, with only a few producers having a presence in modern grocery retailers. All the same there will be push to develop retail channels over the forecast period, as the pandemic exposed wine producers and distributors to their over reliance on foodservice.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in North Macedonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in North Macedonia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Wine in North Macedonia?
Where is consumer demand for Wine focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in North Macedonia?
How are products distributed in North Macedonia?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?
Wine in North Macedonia - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slow recovery in 2021
Highly fragmented landscape
Vermouth and sparkling wine star performers in 2021
PROSPECTS AND OPPORTUNITIES
Wine to continue growing at a similar pace as over the review period
Champagne set to register similar growth as other sparkling wines
Push to develop retail channels
CATEGORY DATA
Table 1 Sales of Wine by Category: Total Volume 2016-2021Table 2 Sales of Wine by Category: Total Value 2016-2021Table 3 Sales of Wine by Category: % Total Volume Growth 2016-2021Table 4 Sales of Wine by Category: % Total Value Growth 2016-2021Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021Table 6 Sales of Wine by Off-trade vs On-trade: Value 2016-2021Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021Table 9 Sales of Wine by Origin 2019-2021Table 10 Forecast Sales of Wine by Category: Total Volume 2021-2026Table 11 Forecast Sales of Wine by Category: Total Value 2021-2026Table 12 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026Table 13 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
Alcoholic Drinks in North Macedonia - Industry Overview
EXECUTIVE SUMMARY
Alcoholic drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking ageDrink drivingAdvertisingSmoking banOpening hoursOn-trade establishments
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
In 2021, Pivara Skopje, which distributes Heineken, launched Heineken 0.0, an alcohol-free beer
Outlook
MARKET INDICATORS
Table 14 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
Table 15 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021Table 16 Sales of Alcoholic Drinks by Category: Total Value 2016-2021Table 17 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021Table 18 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021Table 19 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021Table 20 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021Table 23 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021Table 24 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021Table 25 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020Table 26 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026Table 27 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026Table 28 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026Table 29 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
The following categories and subcategories are included:
Wine
Port
Sherry
Vermouth
Other Fortified Wine
Apple Wine
Bokbunjaju
Cheongju
Chinese Wine
Economy Rice Wine
Fortified Fruit Wine
Fruit and Berry Wine
Fruit and Herbal Wine
Fruit and Honey based Wine
Fruit Wine
Local Non-Grape Wine
Lower Mid-Range Rice Wine
Non-Grape Dessert Wine
Premium Rice Wine
Rice Wine
Sake
Takju
Upper Mid-Range Rice Wine
Yakju
Yellow Wine
Other Non-Grape Wine
Champagne
Other Sparkling Wine
Still Red Wine
Still Rosé Wine
Still White Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).