Home Care in North Macedonia
Overall home care recorded robust current value growth in North Macedonia in 2023, mainly as result of the impact of inflation and substantial unit price rises. In terms of volume sales growth, however, most home care categories saw stagnation or decline in 2023, with local consumers suffering squeezed household budgets and being forced to reprioritise their purchases.
Euromonitor International's 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 2028 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?
Euromonitor International's 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 2028 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.
Home Care in North Macedonia
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN NORTH MACEDONIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value sales soar as volume stagnates in 2023
Consumers shift towards compact variants
New product launches continue apace as Procter & Gamble maintains leadership
PROSPECTS AND OPPORTUNITIES
Volume sales to rise as current value sales will slow down
Liquid tablet detergents will drive overall growth thanks to new product launches
Persistent decline forecast for bar and hand wash detergents
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Automatic dishwashing tablets sees rapid rises
Dishwashing additives drives overall growth while consumers trade down
Hand dishwashing sees further falls in 2023
PROSPECTS AND OPPORTUNITIES
Shrinking population to undermine volume growth
Automatic dishwashing tablets and dishwashing additives to see rapid rise
Waning demand for automatic dishwashing liquids
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Surface care sees decline in several subcategories
Growth led by oven cleaners and descalers, with SC Johnson still leading overall category
Decline for wash and wax floor cleaners, while BioActive introduces new products
PROSPECTS AND OPPORTUNITIES
Low growth forecast for overall surface care
Standard floor cleaners to rise fastest
Scouring agents will lag behind
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bleach remains on its downward trajectory
Lack of innovation leads to lack of interest in bleach
Few players compete within bleach as Alkaloid leads
PROSPECTS AND OPPORTUNITIES
No hope forecast for bleach as eco-trends will accelerate
Lack of activity to further fuel descent
Alkaloid’s continued dominance will remain unchallenged, with current distribution trends continuing
CATEGORY DATA
Table 41 Sales of Bleach: Value 2018-2023
Table 42 Sales of Bleach: % Value Growth 2018-2023
Table 43 NBO Company Shares of Bleach: % Value 2019-2023
Table 44 LBN Brand Shares of Bleach: % Value 2020-2023
Table 45 Forecast Sales of Bleach: Value 2023-2028
Table 46 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth supported by innovation, premiumisation, and e-commerce shift
In-cistern devices drives growth
Private label player expands through range of new launches, while The Bolton Group retains overall leadership
PROSPECTS AND OPPORTUNITIES
Growth patterns to continue
In-cistern devices and rim liquids will remain ahead in terms of growth
E-Commerce to see continued expansion
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2018-2023
Table 48 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 49 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 50 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 51 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Economic woes prompt further falls for polishes
Furniture and floor polishes fare better than the rest
Shoe polish remains key driver of decline, while international players dominate overall polishes category
PROSPECTS AND OPPORTUNITIES
Demand for furniture polish will sustain future sales
Construction and expanded spaces to drive demand for furniture polish, as consumers shift focus to eco-friendly products
Persistent decline forecast for shoe polish
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2018-2023
Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Polishes: % Value 2019-2023
Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care falls in 2023 as prices rise
Electric air fresheners leads current value growth
Completive landscape remains stable
PROSPECTS AND OPPORTUNITIES
Air care faces difficult forecast period
Electric air fresheners to lead volume growth, with candle air fresheners supported by health trends
Car and gel air fresheners will suffer most, with health trends possible undermining growth more widely
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2018-2023
Table 60 Sales of Air Care by Category: % Value Growth 2018-2023
Table 61 NBO Company Shares of Air Care: % Value 2019-2023
Table 62 LBN Brand Shares of Air Care: % Value 2020-2023
Table 63 Forecast Sales of Air Care by Category: Value 2023-2028
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home insecticides falls in face of financial pressures and rising health and wellness trends
Electric insecticides drives current value growth
SC Johnson remains on top
PROSPECTS AND OPPORTUNITIES
Low growth anticipated for home insecticides
Electric home insecticides will still lead growth
Spray/aerosol insecticides suffers from saturation, and e-commerce sales set to rise
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2018-2023
Table 66 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 67 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 68 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 69 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN NORTH MACEDONIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value sales soar as volume stagnates in 2023
Consumers shift towards compact variants
New product launches continue apace as Procter & Gamble maintains leadership
PROSPECTS AND OPPORTUNITIES
Volume sales to rise as current value sales will slow down
Liquid tablet detergents will drive overall growth thanks to new product launches
Persistent decline forecast for bar and hand wash detergents
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Automatic dishwashing tablets sees rapid rises
Dishwashing additives drives overall growth while consumers trade down
Hand dishwashing sees further falls in 2023
PROSPECTS AND OPPORTUNITIES
Shrinking population to undermine volume growth
Automatic dishwashing tablets and dishwashing additives to see rapid rise
Waning demand for automatic dishwashing liquids
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Surface care sees decline in several subcategories
Growth led by oven cleaners and descalers, with SC Johnson still leading overall category
Decline for wash and wax floor cleaners, while BioActive introduces new products
PROSPECTS AND OPPORTUNITIES
Low growth forecast for overall surface care
Standard floor cleaners to rise fastest
Scouring agents will lag behind
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bleach remains on its downward trajectory
Lack of innovation leads to lack of interest in bleach
Few players compete within bleach as Alkaloid leads
PROSPECTS AND OPPORTUNITIES
No hope forecast for bleach as eco-trends will accelerate
Lack of activity to further fuel descent
Alkaloid’s continued dominance will remain unchallenged, with current distribution trends continuing
CATEGORY DATA
Table 41 Sales of Bleach: Value 2018-2023
Table 42 Sales of Bleach: % Value Growth 2018-2023
Table 43 NBO Company Shares of Bleach: % Value 2019-2023
Table 44 LBN Brand Shares of Bleach: % Value 2020-2023
Table 45 Forecast Sales of Bleach: Value 2023-2028
Table 46 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth supported by innovation, premiumisation, and e-commerce shift
In-cistern devices drives growth
Private label player expands through range of new launches, while The Bolton Group retains overall leadership
PROSPECTS AND OPPORTUNITIES
Growth patterns to continue
In-cistern devices and rim liquids will remain ahead in terms of growth
E-Commerce to see continued expansion
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2018-2023
Table 48 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 49 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 50 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 51 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Economic woes prompt further falls for polishes
Furniture and floor polishes fare better than the rest
Shoe polish remains key driver of decline, while international players dominate overall polishes category
PROSPECTS AND OPPORTUNITIES
Demand for furniture polish will sustain future sales
Construction and expanded spaces to drive demand for furniture polish, as consumers shift focus to eco-friendly products
Persistent decline forecast for shoe polish
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2018-2023
Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Polishes: % Value 2019-2023
Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care falls in 2023 as prices rise
Electric air fresheners leads current value growth
Completive landscape remains stable
PROSPECTS AND OPPORTUNITIES
Air care faces difficult forecast period
Electric air fresheners to lead volume growth, with candle air fresheners supported by health trends
Car and gel air fresheners will suffer most, with health trends possible undermining growth more widely
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2018-2023
Table 60 Sales of Air Care by Category: % Value Growth 2018-2023
Table 61 NBO Company Shares of Air Care: % Value 2019-2023
Table 62 LBN Brand Shares of Air Care: % Value 2020-2023
Table 63 Forecast Sales of Air Care by Category: Value 2023-2028
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN NORTH MACEDONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home insecticides falls in face of financial pressures and rising health and wellness trends
Electric insecticides drives current value growth
SC Johnson remains on top
PROSPECTS AND OPPORTUNITIES
Low growth anticipated for home insecticides
Electric home insecticides will still lead growth
Spray/aerosol insecticides suffers from saturation, and e-commerce sales set to rise
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2018-2023
Table 66 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 67 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 68 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 69 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
