Growth in drinking milk products current value sales in North Macedonia in 2025 is projected to be down moderately on 2024, mainly due to slowing inflation. The same factor has bolstered confidence and purchasing power among consumers, however, hence retail volume growth looks set to be marginally faster than in the previous year despite the ongoing demographic crisis. Overall volume sales also continue to be buoyed by the staple status of shelf stable milk and frequent new launches, particularl

Due to a sustained drop in inflation, current value growth for other dairy in North Macedonia in 2025 is projected to be moderately slower than in 2024. The resultant easing of cost-of-living pressures should ensure retail volume growth is up slightly on the previous year, though expansion in this regard continues to be limited by maturity and population decline. Nonetheless, demand remains resilient overall thanks to deeply ingrained consumption habits. This is especially true in the case of cr

Current value growth for yoghurt and sour milk products in North Macedonia in 2025 is expected to be slightly slower than in 2024, primarily because the post-pandemic spike in inflation has now largely receded. However, with reduced inflationary pressures creating more scope for price competition and boosting purchasing power, retail volume growth looks set to be up modestly on the previous year despite the long-term trend of population decline in the country. Given the increasing tendency of co

With inflationary pressures steadily receding, current value growth for baby food in North Macedonia in 2025 is expected to be down moderately on the previous year. It remains robust overall, however, as thanks to improvements in purchasing power and increased price competition more households can now afford to regularly buy such products and trade up to higher-end varieties offering superior quality ingredients, added-value health benefits, more convenient packaging formats etc. For the same re

Growth in butter and spreads current value sales in North Macedonia in 2025 is projected to be slightly slower than in 2024, mainly because pricing pressures have eased amidst a more stable inflationary environment. Retail volume sales meanwhile are expected contract marginally for a fourth consecutive year, primarily due to population decline. However, demand remains fairly resilient on the whole thanks to deeply ingrained consumption habits, with these kinds of products still widely considered

Cheese in North Macedonia is poised to record another solid performance in retail volume and current value growth terms in 2025. The category remains comparatively well insulated from the negative impact of population decline and still-elevated cost-of-living pressures, as this product type is a key staple in the local diet. Moreover, because it is inherently rich in vitamins, minerals and protein, sales continue to be buoyed by the growing tendency of people to make more nutritious and naturall

While remaining robust on the whole, growth in dairy products and alternatives current value sales in North Macedonia in 2025 looks set to be moderately slower than in 2024, mainly because the recent spike in inflation has now largely subsided. The same factor has stimulated greater price competition and eased cost-of-living pressures to some extent, however, with the result that retail volume growth is expected to be up marginally on the previous year despite the fact that the country’s populat

In keeping with its performance throughout the review period, plant-based dairy in North Macedonia is poised to register robust growth in retail volume and current value terms in 2025. This is partly because sales are still emerging from a relatively low base, but mainly explained by the fact that more people in the country are now adopting vegan and flexitarian diets for health reasons and due to concerns about environmental sustainability and animal welfare issues. Most visible among younger d

The report examines the economic landscape of North Macedonia and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by private consumption, government spending. However, global economic slowdown, rising geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.

While gum is expected to register moderate current value growth in North Macedonia in 2025, volume growth is expected to fall marginally, partly due to continuing population decline. Chewing gum continues to account for most value sales and is also expected to register the highest value growth. Breath freshening is one of the key drivers of sales of gum, and this boosts sales for chewing gum rather than bubble gum.

Savoury snacks is expected to register moderate current value and volume growth in North Macedonia in 2025. Nuts, seeds and trails account for most value sales and are also expected to register the highest value and volume growth in 2025. Their healthy growth is due to their healthier positioning, as nuts, seeds and trails are seen as more natural and with less additives, and contain nutrients such as fibre and protein to support energy levels and digestive health. Other popular products are pot

Sugar confectionery is expected to see a fall in volume sales in sugar confectionery in North Macedonia in 2025. Several factors lead to the decline. Continuing population decline and also maturity in products such as mints, boiled sweets and other sugar confectionery, dampen volume sales. In addition, increasing concern about the high sugar content of sugar confectionery is also a driver in reduced sales. Medicated confectionery is expected to register the highest value growth in 2025, and is s

Chocolate confectionery continues to be North Macedonia’s most popular snack by far in 2025. However, significant price rises, caused by soaring global prices of cocoa, due to poor harvests, is expected to dampen volume sales to an extent, and in particular for more premium dark chocolate offerings with a high cocoa content. Boxed assortments is expected to register the highest value growth, supported by frequent promotions and discounts. There also continues to be new launches with this space,

It is expected to be a positive picture for sweet biscuits, fruit snacks and snacks bars in North Macedonia in 2025, with both healthy current value and volume growth. Premiumisation, aligned with a healthier positioning, support value sales. This is particularly strong among Millennials and Gen Z, aged between 13 to 44 years. They have evolving dietary preferences and are more willing to pay for premium snacks that are perceived as healthier and also often organic. In line with increasing dema

It is a stable picture for snacks in North Macedonia in 2025, with modest current value and volume growth, though continuing population decline dampens volume sales to an extent. There is innovation across all snacks, with offerings keeping in line with global trends. In addition, the stand-out in terms of snacks in 2025 is a focus on healthier offerings. This is particularly prevalent among Millennials and Gen Z, aged between 13 to 44 years. They have evolving dietary preferences and are mor

It is expected to be a positive picture for ice cream in North Macedonia in 2025, with both healthy current value and volume growth. Increasing premiumisation supported value sales. Impulse ice cream continues to account for most value sales and is also expected to register the highest value growth. Several new product launches also supported growth. Mondelez launched Oreo and its launch was supported by significant advertising, as Mondelez bets on Oreo capturing significant value share. It also

The number of households is set to increase slightly, while the average household size will shrink in North Macedonia over 2024-2029. Couples with children will remain the dominant household type but the fastest household expenditure growth is forecast to be recorded by single person households. In addition, the share of households living in urban areas is projected to expand to 67.5% by 2029.

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

Volume sales of beer in North Macedonia continued to see modest growth in 2024, despite lingering price increases stemming from earlier inflation. The year featured a number of major international sporting events, including the Paris Olympic Games and numerous football, basketball, and handball tournaments, which traditionally boost beer consumption.

Thanks to a continued strong performance from Carlsberg’s Somersby, cider/perry registered solid volume growth in North Macedonia in 2024. In terms of current value growth, its performance was even more robust, supported by moderate price increases. However, competition within the category remains limited, with a minimal number of brands in the local market. No significant new product launches were recorded in 2024, underscoring the lack of innovation or expansion by major players.

RTDs - entirely comprised of spirit-based varieties - recorded positive volume growth in North Macedonia in 2024. This was supported by successful new product launches from Finnish company Olvi Oyj, which gained popularity thanks to their perceived appealing taste and robust market distribution.

Wine continued to outperform beer in terms of volume growth in North Macedonia in 2024. Consumer interest in wine remained strong, thanks to the expanding choice of high-quality still red and white wines. Wine also benefited from a growing on-trade presence as the local foodservice landscape evolved and consumers became more sophisticated in their preferences, increasingly seeking quality wines to accompany dining experiences. Although inflation-driven price increases persisted in 2024, their ov

Volume sales of alcoholic drinks in North Macedonia continued to grow steadily in 2024. Although the prices of alcoholic beverages rose, the increase was less pronounced than that of food and non-alcoholic drinks. However, some alcoholic drink brands remained unaffordable for increasingly price-sensitive local consumers, who prioritised value amid rising costs. As a result, many opted to forgo premium options, showing reduced brand loyalty and favouring products perceived to offer the best value

Due to the maturity of rakija, vodka, and brandy, combined with a declining legal drinking age population, spirits category experienced limited growth in North Macedonia in 2024. In addition, price increases were less pronounced than in previous years, some spirits brands remained unaffordable for increasingly price-sensitive local consumers.