Performance is sluggish, as consumers increasing opt to other RTD soft drinks, such as juice or bottled water. Concentrates have a bad reputation in terms of high sugar and additive content and to survive, concentrates will have adopt a healthier position.

Minimal volume growth in 2025, as consumer shift to healthier options. In relation to this, reduced offerings perform better. Over the forecast period, in order to stop the decline, players will increasingly focus on making carbonates healthier.

Energy drinks registers healthy volume growth in 2025. While Red Bull is still the dominant brand, there is increasing competition. Over the forecast period, there will be a focus on adopting a healthier profile for energy drinks. There is also the possibility that tougher regulations could be introduced in terms of energy drinks.

RTD tea benefits from the shift away from carbonates, with consumers perceiving RTD tea as being healthier. This will continue to benefit RTD over the forecast period. Players will also focus on communicating wellness messaging.

Volume sales continue to be low, though sports drinks register healthy volume growth. Croatian brands dominate the segment and there is an opportunity for local brands to branch into what is an emerging product area, with significant growth potential.

Volume growth is minimal as population decline dampens volume sales. However, there is a noticeable shift towards healthier soft drinks, with carbonates losing out, and soft drinks such as RTD tea and juice gaining. Volume growth is also high for energy drinks and this will continue into the forecast period, despite growing concerns about the health impact of high caffeine drinks.

Juice benefits from consumers increasingly looking for healthier soft drinks, with lower sugar content. The outlook is also positive and local companies will highlight their local origins. There will also be increasing premiumisation.

Unreliable quality of tap water in rural areas is a key contributor to volume sales. Flavoured bottled water also performs strongly, as consumers switch to healthier soft drinks, with a lower sugar content.

Volume sales continue to be low and the relatively high price of RTD coffee continues to hamper volume sales. Over the forecast period, increasing competition could makes RTD coffee more accessible. As such, there would be space for further growth and premiumisation.

It is a positive picture for coffee. With inflation easing, this leads to growth, and also a degree of premiumisation. Over the forecast period, an awareness around sustainability and ensuring that this is communicated to consumers, will be increasingly important.

Coffee continues to be North Macedonia’s most popular hot drink and also registers the highest value and volume growth in 2025. In addition, with inflation easing, there is a degree of premiumisation within all hot drinks. Over the forecast period, there will be a bigger focus on sustainability, as North Macedonia looks to align food safety standards with the EU.

While coffee continues to be North Macedonia’s most popular hot drink, tea also registers some growth in 2025. Fruit/herbal tea continues to dominate. Over the forecast period, there will be stricter regulations and more awareness of environmental factors in terms of tea importing and labelling etc.

Chocolate-based flavoured powder drinks continue to be the only other hot drink on offer in North Macedonia. Nestle’s Nesquik is the leading brand, though Croatian brand Kraš Express is also popular and benefits from its affordability. Over the forecast period, there will be a degree of premiumisation, with some innovation in terms of healthier offerings.

Growth in sweet spreads current value sales in North Macedonia in 2025 is expected to fall below that recorded in 2024. While this is chiefly because price hikes have slowed amidst a sustained drop in inflation, it is also the only one of the four main cooking ingredients and meals categories set to contract in retail volume terms. Given that these items are generally not considered necessities, the decline in overall demand is partly attributable to enduring budget-consciousness following the s

Sauces, dips and condiments in North Macedonia has experienced a moderate slowdown in current value growth in 2025, mainly due to falling inflation. Conversely, retail volume growth is set to be slightly faster than in 2024 thanks to reduced pressure on household budgets. Consumption has been further buoyed by rising interest in cooking, while the increasing desire for convenience remains a core sales driver as busy lifestyles leave people with less time for preparing meals and snacks. Innovatio

With inflationary pressures gradually easing, growth in edible oils current value sales in North Macedonia in 2025 is set to be moderately slower than in 2024. However, greater scope for price competition and increased confidence and purchasing power among consumers mean retail volume growth is projected to be unchanged on the previous year. Stable demand also reflects the fact that these products are widely perceived as basic necessities for home cooking. Additionally, new launches, marketing a

Growth in cooking ingredients and meals current value sales in North Macedonia in 2025 is expected to be down on 2024, as pricing pressures have receded thanks to a sustained drop in inflation. The same trends have bolstered confidence and purchasing power among consumers, however, hence retail volume growth looks set to remain unchanged on the previous year despite the fact that the country’s population is declining due to low birth rates and high levels of emigration. Traditional consumption h

Current value growth for meals and soups in North Macedonia in 2025 is expected to be down slightly on 2024, mainly because pricing pressures have been alleviated somewhat by a sustained reduction in inflation. With the same factor strengthening confidence and purchasing power among consumers, the category looks set to show an improved performance in retail volume growth terms. Buoyant demand also reflects rising appreciation for the convenience of these products as increasingly busy lifestyles

Although corruption continues to blight governance and negatively impact economic freedom, North Macedonia enjoyed a highly favourable tax regime. Economic momentum is accelerating, driven by state investment in key infrastructure, but inflation is on the rise. Discretionary spending power is relatively low, whilst emigration is leading to population contraction and brain drain. Internet use exceeds the regional average and a new strategy focuses on cybersecurity, but innovation trails peers.

Dietary supplements in North Macedonia is poised to record robust growth in total current value sales in 2025. As with vitamins, overall demand remains buoyant as rising health-consciousness encourages more people to regularly take these products to improve general wellbeing, reduce the risk of illness and alleviate the symptoms or slow the progression of chronic diseases. Innovation has also helped to stimulate greater interest in most categories. For instance, the latter part of the review per

Digestive remedies in North Macedonia is set to record another solid performance in current value growth terms in 2025. Demand in all categories remains fairly stable despite population decline, as many people are becoming more prone to minor gastrointestinal complaints due to poor dietary habits, busy lifestyles, lack of exercise and age-related physiological changes. At the same time, rising health awareness means consumers are increasingly comfortable with self-medicating for such problems. T

Herbal/traditional products in North Macedonia is set to post strong growth in current value terms in 2025. Together with the self-medication trend, increasing concerns about the potentially harmful side effects and contraindications of active pharmaceutical ingredients in standard OTC consumer health products continue to bolster demand in all categories. Population ageing is hugely influential in this regard, in that older adults often have greater reason to be wary of these risks because they

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 c

Vitamins in North Macedonia is expected to post solid growth in total current value sales in 2025, while all categories look set to expand in volume terms. Consumption continues to be bolstered by the preventive health trend, with more people now taking these products on a regular basis in an attempt to improve general wellbeing and guard against illness. This behaviour is constantly reinforced by population ageing, as older adults tend to be more health-conscious and are at increased risk of se