North Macedonia

Despite higher standards of living in North Macedonia, economic challenges resulting in low disposable incomes remain, with the situation further exacerbated by the ongoing war in Ukraine. This has led to double-digit inflation, which is increasing…

Concentrates registered decline in off-trade volume terms in 2023 as liquid concentrates sales fell due to diminishing consumer demand. At the same time, thanks to the significant unit price increases in the context of high rates of general…

Despite continuing high inflation, and also a falling population, colour cosmetics in North Macedonia registered some volume growth in 2023. However, with prices continuing to rise, consumers adopted some economising behaviours and for instance…

In 2023, coffee achieved very strong off-trade value growth. Whilst retail volume growth was moderate, significant unit price increases across all coffee categories, including the largest ones such as standard fresh ground coffee, led to a…

Fine cut tobacco was the most dynamic performer within cigars, cigarillos and smoking tobacco in North Macedonia in retail volume growth terms in 2023. This product type continued to gain ground as an economical substitute for cigarettes as unit…

As was the case throughout the review period, cigarettes in North Macedonia saw retail volume sales contract in 2023 as smoking prevalence among the adult population continued to fall in line with rising health-consciousness. Having recently become…

Due to inconsistent consumer demand in North Macedonia, cider/perry witnessed volatility in sales over the review period. In 2023, cider/perry sales bounced back amid growing demand with double-digit volume growth and even stronger current value…

Chocolate confectionery in North Macedonia has witnessed a more upbeat performance since 2023, with retail volume sales returning to growth following several years of decline. Indeed, consumer demand for chocolate confectionery remains steady in…

In the face of rising prices, cheese consumption remains stable in retail volume terms as this product range remains a popular item in everyday cuisine. Its versatility is a key reason for such high demand, as it can be used in preparing various…

In 2023, carbonates achieved minimal off-trade volume growth as consumer demand was significantly impacted by the negative image that carbonates has gained amongst increasingly health conscious consumers, largely, though not entirely, due to the…

The butter and spreads category is seeing marginal volume decline in 2023 as inflationary pressures continue to take its toll. While margarine and spreads continues to decline in retail volume terms, butter is growing moderately despite the shrinking…

This report assesses the business environment in North Macedonia, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and…

Muesli and granola and hot cereals are the two largest breakfast cereals categories whose performance tends to influence the overall performance of breakfast cereals in North Macedonia. Due to the moderate volume growth of these two cereal types,…

Tap water in most parts of the country remains suitable for human consumption and in certain areas is of excellent quality despite ongoing concerns about overall environmental pollution. However, as health and wellness trends continue to impact soft…

Bleach continued to see substantial volume sales falls in 2023, posting the deepest decline recorded across all of home care. Bleach suffers from drastically reduced population among local consumers, undermining demand. However, the category managed…

Beer consumption slowed in North Macedonia over 2023 although total volume sales held steady. With inflation remaining well above normal levels, current value sales grew in double-digits with high prices across all beer categories. The off-trade saw…

It was a muted picture for beauty and personal care in North Macedonia in 2023. Inflation was still high, though it eased somewhat. However, measures to contain inflation took their toll on consumption. As a result, while beauty and personal…

It was a dismal year for bath and shower in North Macedonia in 2023, with both constant value and volume sales falling. Inflation continued to be high and the continuing rising costs cut into players’ profit margins. A declining population also led…

Baked goods achieves minimal volume growth as leavened bread, which is the most significant product range within the category, achieves modest retail volume growth in 2023. Consumer demand in retail volume terms continues to slow as a result of the…

Baby food is witnessing marginal declines in retail volume terms, due to the falling birth rate and negative population trends in Macedonia. The declining numbers of live births to Macedonian women in recent years has limited demand for baby food,…