Table of Content

Home Care in North Macedonia
Euromonitor International
February 2023

List Of Contents And Tables

HOME CARE IN NORTH MACEDONIA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail volume growth is driven by convenience and innovation
Changing consumer preferences impact bar detergents and carpet cleaners
Procter & Gamble Co retains its lead with Ariel, Bonux and Lenor
PROSPECTS AND OPPORTUNITIES
Innovation ensures stable retail value growth of laundry care over the forecast period
Convenience leads to a positive performance for liquid tablet detergents
Due to heightened convenience, e-commerce sales are set to rise
CATEGORY INDICATORS
Table 56 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 57 Sales of Laundry Care by Category: Value 2017-2022
Table 58 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 59 Sales of Laundry Aids by Category: Value 2017-2022
Table 60 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 61 Sales of Laundry Detergents by Category: Value 2017-2022
Table 62 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 64 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 65 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 66 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 67 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 68 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 69 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 70 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Moderate retail volume growth, boosted by the convenience trend
Hand dishwashing is mature, and the landscape is heavily saturated
Cash-strapped consumers trade down to lower priced products
PROSPECTS AND OPPORTUNITIES
Further penetration of dishwashers encourages growth over the forecast period
The convenience trend boosts sales of automatic dishwashing tablets
E-commerce sales will rapidly increase over the forecast period
CATEGORY INDICATORS
Table 11 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 12 Sales of Dishwashing by Category: Value 2017-2022
Table 13 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 15 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 16 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 17 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Players focus on eco-friendly products to boost growth in surface care
All-purpose cleaning wipes and scouring agents face retail volume declines
SC Johnson & Sons maintains its position as leading player
PROSPECTS AND OPPORTUNITIES
Surface care growth slows and scouring agents continue to decline
Consumers return to their normal cleaning routines, impacting sales
Wash and wax cleaners to grow as specialised products gain ground
CATEGORY DATA
Table 18 Sales of Surface Care by Category: Value 2017-2022
Table 19 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 20 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 21 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 22 NBO Company Shares of Surface Care: % Value 2018-2022
Table 23 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 24 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 25 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Declining popularity of bleach results in negative retail volume?demand
Bleach fails to appeal to younger generations, limiting sales
Few players compete within bleach as Alkaloid AD Skopje leads
PROSPECTS AND OPPORTUNITIES
Eco-friendly surface care products pose a threat to the demand for bleach
Bleach faces limited use and fails to attract investments
Bleach consumers continue to prefer traditional retail distributors
CATEGORY DATA
Table 26 Sales of Bleach: Value 2017-2022
Table 27 Sales of Bleach: % Value Growth 2017-2022
Table 28 NBO Company Shares of Bleach: % Value 2018-2022
Table 29 LBN Brand Shares of Bleach: % Value 2019-2022
Table 30 Forecast Sales of Bleach: Value 2022-2027
Table 31 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care achieves strong retail value growth amidst rising unit prices
In-cistern devices continue to be the fastest growing toilet care product
The Bolton Group continues to lead toilet care thanks to the brand WC Net
PROSPECTS AND OPPORTUNITIES
Toilet care benefits from innovation and new product development
Significant marketing and advertising boosts retail volume sales
E-commerce continues to gather pace over the forecast period
CATEGORY DATA
Table 32 Sales of Toilet Care by Category: Value 2017-2022
Table 33 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 34 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 35 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 36 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 37 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong growth driven by rising inflation and demand for floor and furniture polish
Floor polish leads, while shoe polish maintains stable retail volume growth
Consumers preference global brands, with international players leading polishes
PROSPECTS AND OPPORTUNITIES
Furniture polish to lead; however, overall growth levels slowdown
The growing trend for casual footwear challenges shoe polish sales
Manufacturers focus on innovations, while private label remains insignificant
CATEGORY DATA
Table 38 Sales of Polishes by Category: Value 2017-2022
Table 39 Sales of Polishes by Category: % Value Growth 2017-2022
Table 40 NBO Company Shares of Polishes: % Value 2018-2022
Table 41 LBN Brand Shares of Polishes: % Value 2019-2022
Table 42 Forecast Sales of Polishes by Category: Value 2022-2027
Table 43 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
The convenience trends lead to positive retail volume growth for air care
Private label remains negligible as consumers are loyal to their favourite brands
Leading player Reckitt Benckiser Group maintains it solid lead with Air Wick
PROSPECTS AND OPPORTUNITIES
The convenience and wellbeing trends drive moderate retail volume growth
Electric air fresheners and candle air fresheners drive consumer demand
Conflicting health and wellness views to challenge air care sales
CATEGORY DATA
Table 44 Sales of Air Care by Category: Value 2017-2022
Table 45 Sales of Air Care by Category: % Value Growth 2017-2022
Table 46 NBO Company Shares of Air Care: % Value 2018-2022
Table 47 LBN Brand Shares of Air Care: % Value 2019-2022
Table 48 Forecast Sales of Air Care by Category: Value 2022-2027
Table 49 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
The convenience trend boosts retail volume growth for electric insecticides
Health and wellness enthusiasts maintain negative views on home insecticides
SC Johnson & Son continues to dominate the home insecticides landscape
PROSPECTS AND OPPORTUNITIES
Negative demographic trends and health hazard properties challenge sales
Electric insecticides benefit from innovative, sustainable launches
Sales through e-commerce grow as consumers appreciate convenience
CATEGORY DATA
Table 50 Sales of Home Insecticides by Category: Value 2017-2022
Table 51 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 53 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 54 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 55 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027