North Macedonia

Overall , it was a muted picture for fragrances in North Macedonia in 2023, with both constant value sales and overall volume sales falling. Continuing high inflation and population decline dampened value sales. Premium outperformed mass, with volume…

In 2022, though there was healthy growth in current value sales, constant value sales fell. The war in Ukraine had a negative impact, with the resultant energy crisis leading to soaring inflation and dampening volume sales. In addition, there was…

Consumer demand for gum is stagnating as fewer consumers buy bubble gum or chewing gum in North Macedonia. Gum increasingly has a bad name, due to its high sugar content and bad environmental reputation in terms of disposability, and this is a…

It was a muted picture for hair care in North Macedonia in 2023, with high inflation continuing to hit profit margins and a declining population also dampening volume growth. Standard shampoo continued to account for most value sales, but more niche…

An improved quality of life, higher living standards, and the health and wellness trend (and its associated link with more natural products) is driving volume sales of herbal/traditional products in 2023. Also, consumers are increasingly prepared to…

Overall home care recorded robust current value growth in North Macedonia in 2023, mainly as result of the impact of inflation and substantial unit price rises. In terms of volume sales growth, however, most home care categories saw stagnation or…

Home insecticides saw retail volume declines in 2023 as local consumers were forced to prioritise purchases and cut down on less-essential products. Further, over 2022-23, North Macedonia saw a reduced number of flying and crawling insects,…

Hot drinks achieved minimal retail volume growth and strong retail value growth in 2023 amidst rising unit prices and the broader impact of inflation. The recovery of hot drinks sales through foodservice continued during the year and the channel…

The number of households is set to increase moderately, while the average household size will shrink in North Macedonia over 2023-2028. Couples with children will remain the dominant household type but the fastest household expenditure growth is…

Local consumers love to refresh themselves with ice cream during the warm spring and hot summer months in North Macedonia. As a result, consumer demand for ice cream remains stable in 2024, resulting in low and steady retail volume growth. Robust…

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which…

Juice achieved stable off-trade volume growth in 2023 with sales supported by the continued consumer demand for the largest product categories, especially nectars and juice drinks. In addition, the continued shift from carbonates to juice is having a…

Laundry care in North Macedonia saw double-digit current value growth in 2023, thanks to rising unit prices against a background of high inflation. Overall volume sales within laundry care, however, were largely stagnant in 2023, with diminished…

Mass beauty and personal care still accounted for significantly more value sales than premium in North Macedonia in 2023. However, with inflation still being high, there was only a slight increase in constant value sales, as rising costs hit profit…

In 2023, meals and soups experienced continued robust retail volume growth, propelled by the solid performance of shelf-stable ready meals and frozen pizza. Despite being the largest category, soups faced a moderate decline due to shifting consumer…

Though there was double-digit growth in current value sales in men’s grooming in North Macedonia in 2023, volume growth was minimal and constant value sales fell slightly. Continuing high inflation, as well as a declining population, dampened value…

Menstrual care in North Macedonia saw volume sales decline in 2023 as consumers made cutbacks in the face of higher costs of living. Consumers chose to economise and prioritise only essential purchases of menstrual care due to pressure on disposable…

In 2023, nappies/diapers/pants in North Macedonia is under pressure from declining retail volume growth. The falling birth rate is directly influencing sales, as fewer babies are born in the country. The migration of younger adults is also an issue…

In 2022, though there was healthy growth in current value sales, constant value sales fell. The war in Ukraine had a negative impact, with the resultant energy crisis leading to soaring inflation and dampening volume sales. With such economic…

Depopulation is set to continue in North Macedonia up to 2040 due to natural decrease and negative net migration. As ageing occurs, consumer trends will be impacted and state resources will experience further pressure. Skopje will continue to be the…