Tissue and hygiene in North Macedonia in 2025 demonstrated resilient value growth despite the ongoing decline in population and subdued volume performance, reaching MKD4,150 million, an increase of 5% in current terms over the previous year, driven by innovation, premiumisation, and the swift expansion of e-commerce. While regional peers with more stable or rising populations continued to see stronger volume-driven gains, the North Macedonian landscape was marked by an increasingly polarised dem

In 2025, wipes in North Macedonia saw stable retail value growth, reaching MKD369 million at current prices, but this growth was slower than the previous year, as the pace of price increases moderated. The continued persistence of inflation, at 4%, placed ongoing pressure on household budgets and directly influenced purchasing decisions. As a result, consumers were less loyal to established brands and increasingly sought out lower-priced options or those with significant discounts and bonus prom

Retail tissue in North Macedonia recorded a notable recovery in 2025, with retail volume reaching 7,065 tonnes and experiencing a 2% increase after consecutive declines in the previous two years. This turnaround was set against a backdrop of ongoing consumer caution due to inflation and sustained price pressures, with retail value sales climbing 7% to MKD1,592 million in current terms. The performance in North Macedonia contrasted with many Eastern European peers where growth was more stable, hi

In 2025, away-from-home tissue and hygiene in North Macedonia demonstrated resilient value growth, with current value sales reaching MKD281 million, up 6% from the previous year. This performance stood out in the context of the broader Eastern European region, where inflationary pressures have moderated compared to the sharp price increases experienced between 2022 and 2024. North Macedonia saw a stabilisation of inflation at 4% in 2025, helping to ease the price hikes that previously constraine

Menstrual care in North Macedonia in 2025 was characterised by slow growth, with retail volume rising marginally by 0.3% to 126 million units, a pace notably below the average for eastern Europe. This stagnation reflects the combined effects of persistent inflation and a shrinking consumer base, as the total population in North Macedonia declines to 1,823,000 in 2025, continuing a multi-year downward trend. The combination of moderate inflation, at 4%, and ongoing demographic contraction has res

Retail adult incontinence in 2025 showed resilience amid a challenging spending environment, shaped by persistent inflation and cautious consumer behaviour. Retail volume for the category reached 1.3 million units in 2025, essentially flat compared to 2024, with a negligible decline of 0%. Despite a soft volume performance, value sales in current terms grew by 4% to MKD46 million, as price increases remained a key feature, albeit at a slower pace than in the previous years. Compared to the regio

In 2025, nappies/diapers/pants in North Macedonia continued to feel the impact of prolonged inflation and declining consumer confidence, a pattern broadly consistent with economic pressures observed in Eastern Europe but with local nuances. Value sales rise by 4% to MKD1,082 million in current terms, yet this is set against a marginal retail volume decline of 0.4% to 57.2 million units. This performance highlights how persistent inflation and limited consumer purchasing power restrict volume gro

Home care in North Macedonia demonstrated robust growth in 2025, with 7% current value growth in retail value to MKD4,930 million, driven by rising demand for premium and sustainable products. This trend is expected to continue, with a forecast current value CAGR of 3% to reach MKD5,736 million by 2030. The market’s attractiveness stems from its moderate concentration, with leading companies like Procter & Gamble and Henkel, and the growing importance of e-commerce. To succeed, brands should foc

In 2025, laundry care sales in North Macedonia reached MKD2,966 million in current value terms, representing 7% growth compared to the previous year. This growth was driven by a rising median disposable income per household, which increased to MKD1,171,714 in 2025. The urban population, which stood at 1,144,700 in 2025, is also driving demand for laundry care products. Laundry detergents remained the largest category in 2025, reaching value sales of MKD2,481 million in current value terms. The c

In 2025, dishwashing in North Macedonia experienced growth, driven by rising energy costs and increasing environmental awareness among consumers. Value sales of dishwashing reached MKD887 million in current terms, representing 7% growth from the previous year. This growth is attributed to consumers seeking cost-saving and energy-efficient solutions. The urban population in North Macedonia stood at 1,144,700 in 2025, showing a gradual increase. This demographic trend is significant, as urban cons

In 2025, surface care in North Macedonia experienced steady growth, driven by the country’s modest GDP growth and rising household incomes. The median disposable income per household reached MKD1,171,714 in 2025, indicating a stable economic environment that supported demand for home care products. Consumers, particularly in urban areas, increasingly sought plant-based, low-toxicity, and multifunctional surface care products, reflecting a broader shift toward health-conscious and sustainable lif

Air care in North Macedonia experienced value sales growth in 2025, reaching MKD99 million in current terms. This growth can be attributed to economic factors, as indicated by the median disposable income per household, which grew to MKD1,171,714 in 2025. Consumers in North Macedonia increasingly sought air care products that aligned with their wellness goals, driving demand for natural formulations and aromatherapy-based scents. This shift encouraged brands to introduce air fresheners infused w

In 2025, home insecticides in North Macedonia experienced growth, driven by urbanisation and increasing health concerns among consumers. Value sales of home insecticides reached MKD41 million in 2025, representing 8% growth in current value terms from the previous year. Additionally, the category was shaped by a mix of economic recovery, evolving consumer preferences, and regulatory alignment with EU standards.

In 2025, toilet care in North Macedonia experienced steady growth, driven by evolving product formats and increasing consumer demand for convenience and sustainability. Value sales of toilet care reached MKD196 million in 2025, representing 9% growth in current value terms. The largest and best-performing category in 2025 was ITBs, with value sales reaching MKD156 million.

Bleach in North Macedonia experienced growth in 2025, primarily driven by growing health awareness among consumers. Value sales of bleach reached MKD27 million in 2025, representing 5% current value growth from the previous year. Bleach in North Macedonia’s growth was also driven by a combination of shifting consumer preferences, regulatory alignment with EU standards, and growing environmental awareness.

In 2025, polishes in North Macedonia was characterised by a significant shift towards sustainability, driven by consumer preferences and regulatory developments. Value sales of polishes in North Macedonia reached MKD130 million in 2025, representing 5% current value growth from the previous year. The category’s performance was shaped by a mix of economic caution, evolving consumer preferences, and regulatory shifts. While the economy showed moderate growth, inflation and restrained household spe

Processed fruit and vegetables in North Macedonia saw current value growth slow slightly in 2025 as pricing pressures eased in line with a sustained drop in inflation. A more modest dip in retail volume growth meanwhile was mainly attributable to the combined effects of maturity and population decline, but also reflected the fact that rising health-consciousness is making some consumers inclined to favour fresh varieties, which are often perceived to be more nutritious. Nonetheless, the convenie

With inflation gradually receding, breakfast cereals in North Macedonia experienced a moderate slowdown in current value growth in 2025. Conversely, retail volume sales grew at a slightly faster rate than in 2024 thanks to reduced pricing pressures and improvements in purchasing power. Demand also continued to be buoyed by rising appreciation for the convenience of these products and the increasing tendency of consumers to see them as a more nutritious choice for breakfast and snacking. Interest

Current value growth for baked goods in North Macedonia in 2025 was down slightly on 2024, mainly because pricing pressures were alleviated by falling inflation. The same factor bolstered confidence and purchasing power among consumers, however, which helped to ensure retail volume sales tipped back into positive territory after having contracted in the previous two years. This recovery was also supported by deeply ingrained consumption habits and rising appreciation for the convenience of vario

Rice, pasta and noodles in North Macedonia showed another solid performance in 2025. Current value growth was moderately weaker than in 2024 due to the slowdown in inflation, but the same factor contributed to an uptick in the rate of retail volume growth. Traditional consumption patterns continued to support stable demand, most notably for rice and dried pasta, which are widely considered affordable and convenient sources of carbohydrates and form the base of many popular local and internationa

Staple foods in North Macedonia performed positively on the whole in 2025. As inflation steadily receded, current value growth fell slightly below that recorded the previous year. Retail volume growth meanwhile was modest, but this was still a considerable improvement on stagnation in 2024. Beyond reduced pricing pressures and a gradual recovery in purchasing power, overall demand was buoyed by the resilience of traditional consumption habits, with many product types having long been widely perc

Processed meat, seafood and alternatives to meat in North Macedonia continued to expand at a moderate pace in 2025. While reduced inflationary pressures caused current value growth to slow modestly from 2024, the rate at which retail volume sales increased was unchanged on the previous year. Beyond greater scope for price competition and a gradual but sustained recovery in purchasing power, traditional consumption habits and enduring appreciation for the convenience of these products ensured ove

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.