Tissue and Hygiene in North Macedonia

Tissue and hygiene continued to perform stably in North Macedonia in 2024, with most categories achieving solid RSP value growth rates, which were further boosted by rising prices and the lingering effects of inflation, now stabilising. Most major tissue and hygiene categories have matured. Given the current levels of saturation and the negative demographic trend in the country, which reduces the potential consumer base, there is limited future growth potential.

Euromonitor International's Tissue and Hygiene in North Macedonia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, 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, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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.


Tissue and Hygiene in North Macedonia
Euromonitor International
April 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN NORTH MACEDONIA
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premiumisation and rising prices help menstrual care achieve healthy current value growth in 2024
Procter & Gamble continues to lead thanks to wide product portfolio and well-established presence across retailers
Supermarkets remains the leading distribution channel, but e-commerce growth continues apace
PROSPECTS AND OPPORTUNITIES
Volume sales will be hampered by declining population, but the premiumisation trend will boost current value growth
Solid growth forecast for e-commerce in the years ahead
Innovation by key players will benefit the overall category
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Innovation, premiumisation and price increases compensate for poor volume sales of nappies/diapers/pants in 2024
Procter & Gamble continued to hold sway, thanks to the ubiquity of the Pampers brand
Supermarkets remains the leading distribution channel, but e-commerce sees the most dynamic growth
PROSPECTS AND OPPORTUNITIES
Demographic trends do not bode well for volume sales in the coming years
E-commerce has scope for significant growth
Innovation will focus on sustainability and smart technology
CATEGORY DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Robust current value growth for retail adult incontinence in 2024
Maksi LS dooel leads once again thanks to the value for money offered by its Makpel brand
Health and beauty specialists remains the biggest distribution channel for retail adult incontinence
PROSPECTS AND OPPORTUNITIES
Shifting demographics will affect retail adult incontinence in a variety of ways
Significant growth potential for e-commerce, despite its marginal current position
Sustainability and integration with technology will become key features of retail adult incontinence in the years ahead
CATEGORY DATA
Table 31 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Robust growth for wipes thanks to widespread availability and broad variety of products
Mega Disposables SA leads once again, thanks to strength in baby wipes and general-purpose wipes
E-commerce gains ground at the expense of supermarkets in 2024
PROSPECTS AND OPPORTUNITIES
Growth expected for wipes despite unfavourable demographics
E-commerce will enjoy ongoing growth over the forecast period
As in other categories, sustainability and environmental concerns will drive innovation in wipes
CATEGORY DATA
Table 37 Retail Sales of Wipes by Category: Value 2019-2024
Table 38 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 39 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 40 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 41 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth for retail tissue due to price rises and premiumisation
Paloma dd retains the lead with augmented share in 2024
Supermarkets continues to lead, but e-commerce gains ground
PROSPECTS AND OPPORTUNITIES
Stable current value growth expected for retail tissue
E-commerce will continue to enjoy rapid growth, but supermarkets will remain the leading channel
Sustainability will drive innovation in retail tissue in the years ahead
CATEGORY DATA
Table 43 Retail Sales of Tissue by Category: Value 2019-2024
Table 44 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 46 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 47 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN NORTH MACEDONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth for AFH tissue and hygiene in 2024 thanks to investments and post-pandemic hygiene awareness
Ageing demographic drives growth in AFH adult incontinence
Cost, safety and sustainability concerns drive innovation
PROSPECTS AND OPPORTUNITIES
Demographic trends will be offset by increased expenditure and investment
On-the-go consumption and e-commerce set to drive growth
Efficiency and efficacy will drive innovation in the years ahead
CATEGORY DATA
Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 54 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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