Home Care in North Macedonia
Euromonitor International
February 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
CROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Contrasting performance from different product areas based on size and significance
The Procter & Gamble Co remains leading player despite seeing slight value share decline
Pre pandemic distribution trends further accentuated by the COVID-19 crisis
RECOVERY AND OPPORTUNITIES
Pre pandemic trends set to continue shaping laundry care, regardless of the post COVID-19 effects
E-commerce continues to gather pace as consumers develop trust of online transactions
Bar detergents witnesses declining current value sales over the forecast period
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increased time spent at home during lockdown leads to growing demand for dishwashing products
Cash-strapped consumers trade-down, resulting in slowed unit prices in 2020
Domestic player Alkaloid AD Skopje donates to the fight against COVID-19
RECOVERY AND OPPORTUNITIES
Demand for dishwashing declines as consumers return to their pre pandemic lifestyles
Automatic dishwashing tablets is set to continue seeing the most dynamic growth over the forecast period
E-commerce continues to gather pace over the forecast period as more consumers gain internet access
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Volume sales benefit from increased hygiene concerns whilst current value sales witness slowed growth due to the dwindling economy
E-commerce gathers pace as anxious consumers avoid contact with the virus
SC Johnson & Sons maintains its position as leading player, despite the pandemic
RECOVERY AND OPPORTUNITIES
Slowed volume growth in 2021 as hygiene concerns fade and consumers return to normal routines
Consumers continually favour specialised products due to innovations and improved formulas
Innovations expected to focus on eco-friendly offerings, appealing to more affluent consumers
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Bleach benefits from its high disinfectant properties amidst the pandemic as hygiene concerns grow
Alkaloid AD Skopje continue to dominate bleach in 2020 whilst private label remains non-existent
Hypermarkets increases its value share impressively due to strict COVID-19 regulations
RECOVERY AND OPPORTUNITIES
Bleach returns to its pre pandemic declining performance from as soon as 2021
Lack of investment from producers and no plans to venture into private label
Modernisation trend expected to have little impact on bleach as older consumers prefer more traditional retail distributors
CATEGORY DATA
Table 39 Sales of Bleach: Value 2015-2020
Table 40 Sales of Bleach: % Value Growth 2015-2020
Table 41 NBO Company Shares of Bleach: % Value 2016-2020
Table 42 LBN Brand Shares of Bleach: % Value 2017-2020
Table 43 Forecast Sales of Bleach: Value 2020-2025
Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Volume sales respond positively to the pandemic due to increased hygiene concerns whilst current value sales slow due to down trading
E-commerce gathers pace as anxious consumers aim to limit their exposure of the virus
The Bolton Group continue to lead toilet care thanks to its main brand WC Net
RECOVERY AND OPPORTUNITIES
Current value growth recovers from as soon as 2021 in line with purchasing powers restoring
E-commerce continues to gather pace, however at a slower rate than that seen in 2020
After few product developments in 2020, manufacturers are set to release new products in 2021 and beyond
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2015-2020
Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Current value and volume sales respond contrastingly to the outbreak of COVID-19
E-commerce appeals to consumers concerned for their health during the pandemic
Werner & Mertz GmbH maintain its lead within polishes in 2020
RECOVERY AND OPPORTUNITIES
Pre pandemic trends return from as soon as 2021 as purchasing powers are restored
E-commerce continues to gather pace as the modernisation trend continues to influence retailing
Manufacturers focus on innovations whilst private label remains significant
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2015-2020
Table 52 Sales of Polishes by Category: % Value Growth 2015-2020
Table 53 NBO Company Shares of Polishes: % Value 2016-2020
Table 54 LBN Brand Shares of Polishes: % Value 2017-2020
Table 55 Forecast Sales of Polishes by Category: Value 2020-2025
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Air care products suffer from non-essential disposition as cash-strapped consumers favour more important products
Private label remains negligible as consumers are loyal to their favourite brands
Reckitt Benckiser Group continue to lead with popular brand Air Wick
RECOVERY AND OPPORTUNITIES
Air care recovers from the pandemic, however ongoing health concerns affect future growth
Car air fresheners and candle air fresheners witness declining volume sales due to product maturity
Hypermarkets and e-commerce continue to perform well post pandemic due to the modernisation trend
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2015-2020
Table 58 Sales of Air Care by Category: % Value Growth 2015-2020
Table 59 NBO Company Shares of Air Care: % Value 2016-2020
Table 60 LBN Brand Shares of Air Care: % Value 2017-2020
Table 61 Forecast Sales of Air Care by Category: Value 2020-2025
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Contrasting performances from current value and volume sales in 2020
Private label remains negligible as retailers see home insecticides as a futile investment
SC Johnson & Son continues to lead, despite seeing slight value share
RECOVERY AND OPPORTUNITIES
Total recovery expected from as soon as 2021
The health and wellness trend heavily influences innovations over the forecast period
The modernisation trend continues to sweep the distribution channels
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2015-2020
Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 65 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 66 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 67 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025