Home Care in Macedonia

HOME CARE IN MACEDONIA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Home Care Growth Remains Convincing Despite Political and Economic Turmoil

Convenience, Health and Wellbeing and New Launches Have Significant Impact in 2018

Internationals Lead Home Care Through Innovation and Key New Launches

Modern Grocery Retailers Lead Sales of Home Care

Saturation To Slow Growth of Home Care

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

the Wellness Trend Positively Influences Air Care Growth, Although Health Concerns Increase

Candle Air Fresheners Records the Strongest Retail Value Growth in 2018

Electric Air Fresheners Stagnates in 2018

Competitive Landscape

Reckitt Benckiser Group Leads Air Care

SC Johnson & Son Ranks Second

International Brands and Their Gbos/nbos Characterise Air Care

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 NBO Company Shares of Air Care: % Value 2014-2018

Table 14 LBN Brand Shares of Air Care: % Value 2015-2018

Table 15 Forecast Sales of Air Care by Category: Value 2018-2023

Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Innovation in Surface Care Inhibits Growth of Bleach

Bleach Stagnates in 2018 With Negative Future Retail Volume Growth Prospects

Little Competition and Room for Innovation Within Bleach Results in A Stagnant Performance

Competitive Landscape

Alkaloid Ad Skopje Maintains Its Strong Lead

Bleach A Domain for Domestic Manufacturers and Their Brands

Several Smaller Domestic Players Compete for A Combined Minority Share

Category Data

Table 17 Sales of Bleach: Value 2013-2018

Table 18 Sales of Bleach: % Value Growth 2013-2018

Table 19 NBO Company Shares of Bleach: % Value 2014-2018

Table 20 LBN Brand Shares of Bleach: % Value 2015-2018

Table 21 Forecast Sales of Bleach: Value 2018-2023

Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Automatic Dishwashing Continues To Outperform

Hand Dishwashing To Remain the Most Popular Dishwashing Method

the Popularity of Dishwashing Additives To Continue To Grow

Competitive Landscape

Reckitt Benckiser Group Leads Dishwashing

the Procter & Gamble Co Ranks Second and Witnesses Rapid Share Growth

International Brands Characterise Dishwashing

Category Data

Category Indicators

Table 23 Household Possession of Dishwashers 2013-2018

Category Data

Table 24 Sales of Dishwashing by Category: Value 2013-2018

Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Electric Insecticides Records the Strongest Retail Value Growth

Spray/aerosol Insecticides Declines

Poor Image Negatively Impacts Home Insecticides

Competitive Landscape

SC Johnson & Son Leads Home Insecticides

Atlantic Grupa Ranks Second and Increases Its Value Share

Highly Concentrated Home Insecticides Characterised by Internationals

Category Data

Table 30 Sales of Home Insecticides by Category: Value 2013-2018

Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 32 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 33 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 34 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Laundry Detergents Continue To Witness More Compact and Concentrated Formats

Liquid Fabric Softeners Witness More New Formulas and Greater Concentration

Strong Growth of Spot and Stain Removers

Competitive Landscape

the Procter & Gamble Co Continues To Lead in 2018 Despite A Moderate Share Decline

Significant Share Growth and Second Place for Henkel AG & Co in 2018

International Laundry Detergent Brands and Their Gbos/nbos Characterise Laundry Care

Category Indicators

Table 36 Household Possession of Washing Machines 2013-2018

Category Data

Table 37 Sales of Laundry Care by Category: Value 2013-2018

Table 38 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 39 Sales of Laundry Aids by Category: Value 2013-2018

Table 40 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Detergents by Category: Value 2013-2018

Table 42 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 43 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 44 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 45 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 49 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Floor Polish Achieves the Strongest Retail Value Growth in 2018

Furniture Polish and Shoe Polish Decline for the Second Consecutive Year

Innovation and New Product Development To Be the Main Drivers of Growth

Competitive Landscape

Werner & Mertz Maintains Its Lead

SC Johnson & Son Ranks Second

Internationals Characterise Polishes

Category Data

Table 51 Sales of Polishes by Category: Value 2013-2018

Table 52 Sales of Polishes by Category: % Value Growth 2013-2018

Table 53 NBO Company Shares of Polishes: % Value 2014-2018

Table 54 LBN Brand Shares of Polishes: % Value 2015-2018

Table 55 Forecast Sales of Polishes by Category: Value 2018-2023

Table 56 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Kitchen and Bathroom Cleaners Record the Strongest Growth

Surface Care Growth Is Stable As Business and Household Demand Grows

New Surface Care Products Introduced in 2018

Competitive Landscape

SC Johnson & Son Maintains Its Lead

Colgate-Palmolive Co Ranks Second With A Growing Share

Internationals Lead With Domestic Brands and Private Label Holding Low Shares

Category Data

Table 57 Sales of Surface Care by Category: Value 2013-2018

Table 58 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 61 NBO Company Shares of Surface Care: % Value 2014-2018

Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Moderate Growth Due To the Trend of Convenience

Significant Number of Key New Launches in 2018

In-cistern Devices To Record Strong Growth

Competitive Landscape

the Bolton Group Leads Toilet Care

Henkel AG & Co Ranks Second

International Brands and Companies Characterise Toilet Care

Category Data

Table 65 Sales of Toilet Care by Category: Value 2013-2018

Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023