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Home Care in North Macedonia

  • ID: 5004111
  • Report
  • February 2021
  • Region: North Macedonia
  • 55 pages
  • Euromonitor International
In response to the outbreak of COVID-19, home care will see slowed growth in current value terms in 2020 overall. However, some product areas have responded better than others. For example, products with disinfectant properties have increased in demand due to the growing hygiene concerns sparked by the pandemic.

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 2025 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.
Note: Product cover images may vary from those shown
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
Note: Product cover images may vary from those shown
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