Home Care in North Macedonia

Home care in North Macedonia saw retail volume sales rebound into positive territory in 2024 following two consecutive years of decline. The turnaround was driven by improvements in confidence and purchasing power among consumers as the recent inflationary surge fuelled by the global recovery from COVID-19 and Russia’s invasion of Ukraine receded. Current value growth was slower than in 2023 due to the easing of pricing pressures, though with inflation remaining elevated and more favourable macr...

Euromonitor International's Home Care in North Macedonia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Home Care in North Macedonia
Euromonitor International
February 2025
List Of Contents And Tables
HOME CARE IN NORTH MACEDONIA
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail volume sales rebound as inflationary pressures subside
Concentrated liquid detergents posts strongest growth in volume and value terms
Local and regional players to the fore when it comes to new launches
PROSPECTS AND OPPORTUNITIES
Overall demand set to remain stable but population decline will limit growth potential
Liquid tablet detergents expected to be the best performing category
Use of bar detergents and hand wash detergents will continue to fall
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2019-2024
Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 14 Sales of Laundry Aids by Category: Value 2019-2024
Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 19 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 20 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 21 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 22 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 24 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Automatic dishwashing tablets is the most dynamic performer
Demand in hand dishwashing picks up as cost-of-living pressures ease
Local and regional players continue to introduce more advanced products
PROSPECTS AND OPPORTUNITIES
Dishwashing retail volume sales set to increase despite demographic challenges
Outlook is brightest for automatic dishwashing tablets and dishwashing additives
Energy use and sustainability credentials will remain key battlegrounds
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2019-2024
Table 28 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 29 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 30 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 31 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Reduced pressure on household budgets lifts demand across surface care
Descalers continues to benefit from prevalence of hard water in North Macedonia
Innovation is focused on antibacterial formulas and fragrances
PROSPECTS AND OPPORTUNITIES
Demand for most product types expected to increase steadily
Standard floor cleaners and kitchen cleaners set to grow fastest in volume terms
E-commerce projected to make further distribution gains
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2019-2024
Table 34 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 37 NBO Company Shares of Surface Care: % Value 2020-2024
Table 38 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 39 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Use of bleach in Macedonian homes continues to fall
Enduring budget-consciousness helps to slow rate of volume sales decline
Alkaloid AD Skopje maintains its dominant position
PROSPECTS AND OPPORTUNITIES
Declining trend set to persist throughout the forecast period
Loss of ground to surface care and toilet care likely to accelerate
Competitive environment will remain highly concentrated
CATEGORY DATA
Table 41 Sales of Bleach: Value 2019-2024
Table 42 Sales of Bleach: % Value Growth 2019-2024
Table 43 NBO Company Shares of Bleach: % Value 2020-2024
Table 44 LBN Brand Shares of Bleach: % Value 2021-2024
Table 45 Forecast Sales of Bleach: Value 2024-2029
Table 46 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Overall demand increases as purchasing power starts to recover
In-cistern devices is the fastest growing category in volume and value terms
Premiumisation trend clearly visible in new product development activity
PROSPECTS AND OPPORTUNITIES
Outlook for toilet care remains positive
Convenience factor will boost demand for in-cistern devices and ITBs
E-commerce will continue to gain importance as a distribution channel
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2019-2024
Table 48 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 49 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 50 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 51 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Volume sales grow as inflation eases but long-term trends limit demand
Furniture polish and floor polish are the best performing categories
Use of shoe polish continues to fall as footwear preferences change
PROSPECTS AND OPPORTUNITIES
Current value growth set to remain reasonably robust despite sluggish demand
Furniture and floor polish will continue to grow fastest in volume and value terms
Dominance of multinationals unlikely to be challenged
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2019-2024
Table 54 Sales of Polishes by Category: % Value Growth 2019-2024
Table 55 NBO Company Shares of Polishes: % Value 2020-2024
Table 56 LBN Brand Shares of Polishes: % Value 2021-2024
Table 57 Forecast Sales of Polishes by Category: Value 2024-2029
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Recovery in retail volume sales tempered by heightened budget-consciousness
Electric air fresheners is the fastest expanding category
Reckitt Benckiser and SC Johnson remain the clear leaders
PROSPECTS AND OPPORTUNITIES
Non-essential status of air care products will continue to restrict demand
Electric air fresheners expected to remain the strongest performer
Retail volume sales of car and gel air fresheners set to contract consistently
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2019-2024
Table 60 Sales of Air Care by Category: % Value Growth 2019-2024
Table 61 NBO Company Shares of Air Care: % Value 2020-2024
Table 62 LBN Brand Shares of Air Care: % Value 2021-2024
Table 63 Forecast Sales of Air Care by Category: Value 2024-2029
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Summer heatwaves create greater need for home insecticides
Spray/aerosol insecticides still the largest category by some distance
SC Johnson remains the outright leader with its Raid brand
PROSPECTS AND OPPORTUNITIES
Maturity, population decline and health concerns set to depress demand
Electric insecticides expected to be the best performing category
Value share of the e-commerce channel likely to increase
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2019-2024
Table 66 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 67 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 68 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 69 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029

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