Tissue and hygiene in 2024: The big picture
Tissue and hygiene continued to perform stably in North Macedonia in 2024, with most categories achieving solid RSP value growth rates, which were further boosted by rising prices and the lingering effects of inflation, now stabilising. Most major tissue and hygiene categories have matured.
2024 key trends
Despite ongoing demographic changes, North Macedonia still maintains a relatively dynamic birth rate, which is reflected in expenditure on nappies/diapers/pants. Improved living standards and increased use of nappies/diapers/pants have led to the development of the premiumisation trend, as parents become increasingly discerning and opt for higher-quality, higher-priced products.
Competitive landscape
Procter & Gamble Co, The owes its strength to its significant presence in nappies/diapers/pants with its renowned international brand, Pampers, which is one of the most respected names in the category, and the Always brand within menstrual care. Through continued innovation efforts to enhance its products and provide greater value for money, comfort and convenience, Procter & Gamble continues to drive sales, and it remained the leading company in tissue and hygiene overall in 2024.
Retail developments
Supermarkets was the leading distribution channel for tissue and hygiene products in North Macedonia in 2024, due to growing modernisation and consolidation within the modern grocery retail system in the country, which is increasingly comparable to more developed regions.
What next for tissue and hygiene?
Shifting demographics will continue to adversely affect the future growth potential of most tissue and hygiene categories, which depend on a stable consumer base. This base is shrinking due to population decline.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in North Macedonia?
- Which are the leading brands in Tissue and Hygiene in North Macedonia?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in North Macedonia
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in North Macedonia
KEY DATA FINDINGS
Growth for AFH tissue and hygiene in 2024 thanks to investments and post-pandemic hygiene awareness
Ageing demographic drives growth in AFH adult incontinence
Cost, safety and sustainability concerns drive innovation
Demographic trends will be offset by increased expenditure and investment
On-the-go consumption and e-commerce set to drive growth
Efficiency and efficacy will drive innovation in the years ahead
Retail Adult Incontinence in North Macedonia
KEY DATA FINDINGS
Robust current value growth for retail adult incontinence in 2024
Maksi LS dooel leads once again thanks to the value for money offered by its Makpel brand
Health and beauty specialists remains the biggest distribution channel for retail adult incontinence
Shifting demographics will affect retail adult incontinence in a variety of ways
Significant growth potential for e-commerce, despite its marginal current position
Sustainability and integration with technology will become key features of retail adult incontinence in the years ahead
Nappies/Diapers/Pants in North Macedonia
KEY DATA FINDINGS
Innovation, premiumisation and price increases compensate for poor volume sales of nappies/diapers/pants in 2024
Procter & Gamble continued to hold sway, thanks to the ubiquity of the Pampers brand
Supermarkets remains the leading distribution channel, but e-commerce sees the most dynamic growth
Demographic trends do not bode well for volume sales in the coming years
E-commerce has scope for significant growth
Innovation will focus on sustainability and smart technology
Menstrual Care in North Macedonia
KEY DATA FINDINGS
Premiumisation and rising prices help menstrual care achieve healthy current value growth in 2024
Procter & Gamble continues to lead thanks to wide product portfolio and well-established presence across retailers
Supermarkets remains the leading distribution channel, but e-commerce growth continues apace
Volume sales will be hampered by declining population, but the premiumisation trend will boost current value growth
Solid growth forecast for e-commerce in the years ahead
Innovation by key players will benefit the overall category
Wipes in North Macedonia
KEY DATA FINDINGS
Robust growth for wipes thanks to widespread availability and broad variety of products
Mega Disposables SA leads once again, thanks to strength in baby wipes and general-purpose wipes
E-commerce gains ground at the expense of supermarkets in 2024
Growth expected for wipes despite unfavourable demographics
E-commerce will enjoy ongoing growth over the forecast period
As in other categories, sustainability and environmental concerns will drive innovation in wipes
Retail Tissue in North Macedonia
KEY DATA FINDINGS
Growth for retail tissue due to price rises and premiumisation
Paloma dd retains the lead with augmented share in 2024
Supermarkets continues to lead, but e-commerce gains ground
Stable current value growth expected for retail tissue
E-commerce will continue to enjoy rapid growth, but supermarkets will remain the leading channel
Sustainability will drive innovation in retail tissue in the years ahead
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- 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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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