Alcoholic Drinks in North Macedonia
While unit prices of most other consumer goods saw double-digit percentage growth rates, in line with inflation, the unit prices of alcoholic drinks saw more moderate growth since many of the major brands are of domestic origin and were able to limit price increases, fearing potential loss of consumers.
Euromonitor International's Alcoholic Drinks 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 (2018-2022), 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 legislative, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Alcoholic Drinks 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 (2018-2022), 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 legislative, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Alcoholic Drinks 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.
ALCOHOLIC DRINKS IN NORTH MACEDONIA
EXECUTIVE SUMMARY
2022 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2022
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
BEER IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Moderate volume growth in 2022 as North Macedonia recovers from COVID-19
Domestic players continue to lead sales, withstanding economic pressures
Innovation focuses on premium imports and craft beers in 2022
PROSPECTS AND OPPORTUNITIES
Beer to maintain popularity but may lose share to less mainstream products
New product development in beer will be key over the forecast period
Subcategories with low sales bases offer significant scope for growth
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2022
Summary 4 Number of Breweries 2017-2022
CATEGORY DATA
Table 17 Sales of Beer by Category: Total Volume 2017-2022
Table 18 Sales of Beer by Category: Total Value 2017-2022
Table 19 Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 20 Sales of Beer by Category: % Total Value Growth 2017-2022
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
Table 25 GBO Company Shares of Beer: % Total Volume 2018-2022
Table 26 NBO Company Shares of Beer: % Total Volume 2018-2022
Table 27 LBN Brand Shares of Beer: % Total Volume 2019-2022
Table 28 Forecast Sales of Beer by Category: Total Volume 2022-2027
Table 29 Forecast Sales of Beer by Category: Total Value 2022-2027
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027
WINE IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing popularity of wine sees volume sales increase in 2022, especially in sparkling wine
Highly fragmented landscape with widespread domestic production in small wineries
Innovation and new product development generate interest
PROSPECTS AND OPPORTUNITIES
Volume sales of wine will continue to see moderate growth across the forecast period
Sparkling wines will benefit from both affordability and association with prestige
Push to penetrate retail channels will reflect a drive to shore up sales
CATEGORY DATA
Table 32 Sales of Wine by Category: Total Volume 2017-2022
Table 33 Sales of Wine by Category: Total Value 2017-2022
Table 34 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 35 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 40 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 41 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 42 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 43 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027
SPIRITS IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Gin is star performer in spirits in 2022
Intense marketing activities to promote new launches boosts sales of whisky and gin
Croatian player Badel 1862 continues to lead in 2022
PROSPECTS AND OPPORTUNITIES
Spirits set to remain popular despite demographic challenges
Whiskies is expected to retain its popularity at the expense of brandy
Development of modern grocery retailing will apply pressure on small local grocers
CATEGORY DATA
Table 44 Sales of Spirits by Category: Total Volume 2017-2022
Table 45 Sales of Spirits by Category: Total Value 2017-2022
Table 46 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 47 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 48 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 49 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 50 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 51 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 52 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 53 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 54 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 55 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 56 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 57 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 58 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027
CIDER/PERRY IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Cider/perry remains niche in North Macedonia, despite expanding retail presence
Limited brand presence within cider/perry limits growth
Supermarkets and hypermarkets continue to dominate sales in 2022
PROSPECTS AND OPPORTUNITIES
Steady on-trade demand will see cider/perry record one of the best performances in alcoholic drinks
Domestic production of cider/perry has potential for growth in the coming years
Socio-economic challenges may hamper volume growth in cider/perry
CATEGORY DATA
Table 59 Sales of Cider/Perry: Total Volume 2017-2022
Table 60 Sales of Cider/Perry: Total Value 2017-2022
Table 61 Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 62 Sales of Cider/Perry: % Total Value Growth 2017-2022
Table 63 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2022
Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2022
Table 65 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2022
Table 67 GBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 68 NBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 69 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2022
Table 70 Forecast Sales of Cider/Perry: Total Volume 2022-2027
Table 71 Forecast Sales of Cider/Perry: Total Value 2022-2027
Table 72 Forecast Sales of Cider/Perry: % Total Volume Growth 2022-2027
Table 73 Forecast Sales of Cider/Perry: % Total Value Growth 2022-2027
RTDS IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Post-pandemic recovery continues as younger consumers seek out fresh flavours and low alcohol drinks
Limited brand presence enables Diageo Plc to retain its dominance in 2022
Small local grocers remains the key distribution channel for RTDs in North Macedonia
PROSPECTS AND OPPORTUNITIES
Diageo will continue to dominate the landscape in RTDs for the foreseeable future
Investment will be required to raise consumer awareness of RTDs in the forecast period
Potential headwinds on the horizon could dampen volume growth in the coming years
CATEGORY DATA
Table 74 Sales of RTDs by Category: Total Volume 2017-2022
Table 75 Sales of RTDs by Category: Total Value 2017-2022
Table 76 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 77 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 78 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 79 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 80 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 81 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 82 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 83 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 84 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 85 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 86 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 87 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 88 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027
EXECUTIVE SUMMARY
2022 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2022
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
BEER IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Moderate volume growth in 2022 as North Macedonia recovers from COVID-19
Domestic players continue to lead sales, withstanding economic pressures
Innovation focuses on premium imports and craft beers in 2022
PROSPECTS AND OPPORTUNITIES
Beer to maintain popularity but may lose share to less mainstream products
New product development in beer will be key over the forecast period
Subcategories with low sales bases offer significant scope for growth
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2022
Summary 4 Number of Breweries 2017-2022
CATEGORY DATA
Table 17 Sales of Beer by Category: Total Volume 2017-2022
Table 18 Sales of Beer by Category: Total Value 2017-2022
Table 19 Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 20 Sales of Beer by Category: % Total Value Growth 2017-2022
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
Table 25 GBO Company Shares of Beer: % Total Volume 2018-2022
Table 26 NBO Company Shares of Beer: % Total Volume 2018-2022
Table 27 LBN Brand Shares of Beer: % Total Volume 2019-2022
Table 28 Forecast Sales of Beer by Category: Total Volume 2022-2027
Table 29 Forecast Sales of Beer by Category: Total Value 2022-2027
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027
WINE IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing popularity of wine sees volume sales increase in 2022, especially in sparkling wine
Highly fragmented landscape with widespread domestic production in small wineries
Innovation and new product development generate interest
PROSPECTS AND OPPORTUNITIES
Volume sales of wine will continue to see moderate growth across the forecast period
Sparkling wines will benefit from both affordability and association with prestige
Push to penetrate retail channels will reflect a drive to shore up sales
CATEGORY DATA
Table 32 Sales of Wine by Category: Total Volume 2017-2022
Table 33 Sales of Wine by Category: Total Value 2017-2022
Table 34 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 35 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 40 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 41 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 42 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 43 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027
SPIRITS IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Gin is star performer in spirits in 2022
Intense marketing activities to promote new launches boosts sales of whisky and gin
Croatian player Badel 1862 continues to lead in 2022
PROSPECTS AND OPPORTUNITIES
Spirits set to remain popular despite demographic challenges
Whiskies is expected to retain its popularity at the expense of brandy
Development of modern grocery retailing will apply pressure on small local grocers
CATEGORY DATA
Table 44 Sales of Spirits by Category: Total Volume 2017-2022
Table 45 Sales of Spirits by Category: Total Value 2017-2022
Table 46 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 47 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 48 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 49 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 50 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 51 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 52 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 53 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 54 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 55 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 56 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 57 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 58 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027
CIDER/PERRY IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Cider/perry remains niche in North Macedonia, despite expanding retail presence
Limited brand presence within cider/perry limits growth
Supermarkets and hypermarkets continue to dominate sales in 2022
PROSPECTS AND OPPORTUNITIES
Steady on-trade demand will see cider/perry record one of the best performances in alcoholic drinks
Domestic production of cider/perry has potential for growth in the coming years
Socio-economic challenges may hamper volume growth in cider/perry
CATEGORY DATA
Table 59 Sales of Cider/Perry: Total Volume 2017-2022
Table 60 Sales of Cider/Perry: Total Value 2017-2022
Table 61 Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 62 Sales of Cider/Perry: % Total Value Growth 2017-2022
Table 63 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2022
Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2022
Table 65 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2022
Table 67 GBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 68 NBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 69 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2022
Table 70 Forecast Sales of Cider/Perry: Total Volume 2022-2027
Table 71 Forecast Sales of Cider/Perry: Total Value 2022-2027
Table 72 Forecast Sales of Cider/Perry: % Total Volume Growth 2022-2027
Table 73 Forecast Sales of Cider/Perry: % Total Value Growth 2022-2027
RTDS IN NORTH MACEDONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Post-pandemic recovery continues as younger consumers seek out fresh flavours and low alcohol drinks
Limited brand presence enables Diageo Plc to retain its dominance in 2022
Small local grocers remains the key distribution channel for RTDs in North Macedonia
PROSPECTS AND OPPORTUNITIES
Diageo will continue to dominate the landscape in RTDs for the foreseeable future
Investment will be required to raise consumer awareness of RTDs in the forecast period
Potential headwinds on the horizon could dampen volume growth in the coming years
CATEGORY DATA
Table 74 Sales of RTDs by Category: Total Volume 2017-2022
Table 75 Sales of RTDs by Category: Total Value 2017-2022
Table 76 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 77 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 78 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 79 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 80 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 81 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 82 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 83 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 84 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 85 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 86 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 87 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 88 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027
