Consumer Health in 2025: The big picture
Overall current value growth for consumer health in North Macedonia in 2025 is expected to fall moderately below that recorded in 2024. This is chiefly because the recent spike in inflation has now largely subsided, but the slowdown is also attributable to encroaching maturity and the fact that the country’s population is steadily shrinking due to a combination of declining birth rates and high levels of emigration. Nonetheless, the market is still performing well on the on the whole, with all categories set to post positive results in volume terms for the entire year.
Key trends in 2025
Sports nutrition is poised to record the highest current value growth rate among the main consumer health categories in North Macedonia in 2025. Interest in these types of products is rising rapidly as more people attempt to stay healthy by regularly partaking in sports and fitness activities. Most notably, demand continues to be bolstered by the popularity of more strenuous activities that require greater levels of strength, stamina and endurance, such as bodybuilding, distance running, cycling, swimming and weightlifting. Consumption is also increasing among individuals who are not dedicated athletes or avid gym-goers, but see them as a convenient and effective way to boost their intake of protein and other essential nutrients, lose weight and obtain a more sculpted physique.
Competitive landscape
Local manufacturer Alkaloid AD Skopje has remained the clear leader in consumer health in North Macedonia in value terms in 2025. Its vast portfolio spans most of the main categories, and boasts multiple brands that enjoy trusted reputations for safety and efficacy, wide distribution coverage and strong advertising support. The most popular of these include Caffetin and Alkaloid (analgesics), Alkaloid Vitamin C (single vitamins), Alkalax (digestive remedies), Slim Mix (weight management and wellbeing), Betadine (dermatologicals), Alkaloid Valerial (sleep aids) and Bronles (cough, cold and allergy (hay fever) remedies). Competitive pricing policies are also a crucial component of its market leadership, as is its proven capacity for innovation. For instance, during the review period it obtained the world’s first patent for liquid omeprazole, a proton pump inhibitor used to treat gastroesophageal reflux disease (GERD) and related conditions. The company also recently opened a new EUR19 million production facility for solid pharmaceutical forms known as “Tablet Department 2.0”.
Channel developments
Pharmacies has remained the dominant distribution channel in consumer health in North Macedonia in value terms in 2025. Several types of OTC medications containing active pharmaceutical ingredients can only be legally sold in these outlets. Where this is not the case, the costs of compliance with strict regulatory controls often deter other kinds of retailers from selling such products. Moreover, pharmacies tend to carry the widest assortments in most non-OTC categories, particularly in vitamins, dietary supplements and wound care. They also benefit from the fact that many Macedonians traditionally prefer to consult with pharmacists before buying to ensure the items they choose are safe, effective and best suited to their specific needs.
What next for consumer health?
The outlook for consumer health in North Macedonia over the forecast period is reasonably bright, with the vast majority of categories anticipated to show consistently positive results in volume and current value terms. While growth prospects will be constrained by maturity and population decline, demand should remain resilient overall thanks to rising health awareness and the strength of the self-medication trend. Additionally, the need for many product types is likely to increase as various genetic, demographic, lifestyle and environmental factors make people more prone to acute and chronic illnesses. High levels of innovation, greater price competition and sustained investment in promotional activities and distribution networks by established manufacturers and new entrants will also continue to support the expansion of the market.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in North Macedonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in North Macedonia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in North Macedonia?
- Which are the leading brands in Consumer Health in North Macedonia?
- How are products distributed in Consumer Health in North Macedonia?
- How has the regulatory and operating environment for Consumer Health changed in North Macedonia?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in North Macedonia
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in North Macedonia
KEY DATA FINDINGS
Demand for analgesics picks up in 2025
Alkaloid AD Skopje maintains commanding overall lead
Distribution still overwhelmingly concentrated in pharmacies
Steady growth in volume and current value sales predicted for all categories
Delivery formats set to be a key area for innovation
Use of non-pharmacological interventions for chronic pain may limit growth potential
Cough, Cold and Allergy (Hay Fever) Remedies in North Macedonia
KEY DATA FINDINGS
Self-medication trend and weather conditions boost sales
Krka Farma dooel continues to hold overall lead in 2025
Pharmacies remains the dominant distribution channel
Overall demand set to remain solid
Medicated confectionery expected to show the fastest development
Investment in digital marketing activities will continue to increase
Dermatologicals in North Macedonia
KEY DATA FINDINGS
Growing prevalence of skin and hair problems supports robust demand
Fitopharm doo continues to lead dermatologicals
Pharmacies remains the dominant distribution channel
Demographic, lifestyle and environmental factors will continue to buoy sales
Topical antifungals set to grow fastest in volume and value terms
Threat from dermocosmetics likely to shape innovation
Digestive Remedies in North Macedonia
KEY DATA FINDINGS
Demand remains solid as Macedonians become more prone to digestive ailments
Krka Farma dooel retains substantial overall lead
Pharmacies channel continues to dominate digestive remedies distribution
Rising incidence of digestive problems will continue to bolster sales
Herbal/traditional products expected to make further gains
Preventive health trend could temper growth prospects
Wound Care in North Macedonia
KEY DATA FINDINGS
Favourable demographic and lifestyle trends mitigate impact of population decline
Tosama dd remains the outright leader
Pharmacies still the most important distribution channel
Modest but steady growth in volume and current value sales projected
Premiumisation and segmentation expected to gain momentum
Sustainability set to become a more important point of competition
Sports Nutrition in North Macedonia
KEY DATA FINDINGS
Growing participation in sports and fitness activities continues to boost sales
Ultimate Nutrition Inc remains the top player in sports nutrition
Health and personal care stores still the leading distribution channel
Sports nutrition retains solid growth prospects
Protein/energy bars set to grow fastest in volume and value terms
Increasing consumer sophistication will continue to fuel segmentation
Dietary Supplements in North Macedonia
KEY DATA FINDINGS
Adoption of preventive health behaviours continues to favour dietary supplements
Lek dooel remains the overall leader
Distribution still concentrated in the pharmacies channel
Preventive and therapeutic use of dietary supplements set to continue rising
Segmentation expected to become more pronounced
Threat posed by healthy eating trend will influence competitive strategies
Vitamins in North Macedonia
KEY DATA FINDINGS
Buoyant demand underpinned by preventive health trend
Krka Farma continues to lead vitamins
Pharmacies remains the most important distribution channel
Rising health awareness will continue to boost vitamins consumption
Efforts to improve bioavailability of products set to intensify
Interest in clean label varieties expected to increase
Weight Management and Wellbeing in North Macedonia
KEY DATA FINDINGS
Concerns about health risks of obesity continue to lift demand
Herbalife Nutrition Ltd retains overall lead
Pharmacies remains the top distribution channel
Overall demand expected to increase steadily
Slimming teas projected to be the most dynamic category
Investment in digital marketing activities set to rise
Herbal/Traditional Products in North Macedonia
KEY DATA FINDINGS
Concerns about active pharmaceutical ingredients continue to lift demand
Fitopharm doo maintains overall lead in herbal/traditional products
Distribution still heavily concentrated in pharmacies
Healthy volume and value growth rates anticipated for all categories
Herbal/traditional dermatologicals expected to be the most dynamic performer
Trust in safety and efficacy of herbal/traditional solutions should continue to rise
Paediatric Consumer Health in North Macedonia
KEY DATA FINDINGS
Rising health awareness continues to drive demand
Krka Farma dooel retains overall lead
Pharmacies still the main distributon channel for paediatric products
Overall demand set to remain robust
Delivery systems likely to be a focal point for innovation
Herbal/traditional and clean label products will continue to gain popularity
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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