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Home Care in North Macedonia

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    Report

  • 54 Pages
  • February 2025
  • Region: North Macedonia
  • Euromonitor International
  • ID: 5004111
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.

The 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.

Table of Contents

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 MACEDONIAKEY 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 MACEDONIAKEY 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 MACEDONIAKEY 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 MACEDONIAKEY 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 MACEDONIAKEY 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 MACEDONIAKEY 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 MACEDONIAKEY 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 MACEDONIAKEY 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