Home care in 2024: The big picture
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.
2024 key trends
While Macedonians continued to rein in discretionary spending in 2024, increasingly busy lifestyles meant many were still willing to pay higher prices for home care items that could reduce the amount of time and effort required for household chores. Notable beneficiaries of this growing desire for convenience included liquid tablet detergents, automatic dishwashing tablets, bathroom cleaners and in-cistern devices.
Competitive landscape
Procter & Gamble continued to hold the top position in home care in North Macedonia in value terms in 2024, with Henkel placing second. These multinational giants derived the bulk of their sales from laundry care and dishwashing, where they are present in multiple categories and offer a number of well-known brands that enjoy trusted reputations for efficacy, strong marketing support and extensive distribution coverage.
Retailing developments
Supermarkets remained the leading home care distribution channel in North Macedonia in value terms in 2024, followed by small local grocers and discounters. In keeping with the trend observed throughout the review period, small local grocers continued to lose ground to large modern grocery retailers chains with wider assortments and more competitive pricing policies.
What next for home care?
While home care in North Macedonia is expected to develop positively in retail volume terms over the forecast period, the pace of its expansion in this regard will be limited by maturity and population decline. Current value sales are projected to increase at a much faster pace, partly because elevated inflationary pressures look set to continue driving up unit prices for some time, but mainly due to the fact that diminishing volume growth prospects will accelerate the adoption of premiumisation strategies by manufacturers across the market.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care 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:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care 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 Home Care 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 Home Care in North Macedonia?
- Which are the leading brands in Home Care in North Macedonia?
- How are products distributed in Home Care in North Macedonia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in North Macedonia
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in North Macedonia
KEY DATA FINDINGS
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
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
Bleach in North Macedonia
KEY DATA FINDINGS
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
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
Dishwashing in North Macedonia
KEY DATA FINDINGS
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
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
Home Insecticides in North Macedonia
KEY DATA FINDINGS
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
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
Laundry Care in North Macedonia
KEY DATA FINDINGS
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
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
Polishes in North Macedonia
KEY DATA FINDINGS
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
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
Surface Care in North Macedonia
KEY DATA FINDINGS
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
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
Toilet Care in North Macedonia
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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