HOME CARE IN MACEDONIA Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care Continues To Grow Despite Economic Hardship in 2017 Innovation Focuses on Laundry Care and Surface Care Strong International Presence in Home Care Modern Grocery Retailers Dominate Home Care Key New Product Launches To Stimulate Positive Growth in the Forecast Period Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Consumers Are Split Over Air Care Electric Air Fresheners Surges Wellbeing and Novelty Growth Drivers Competitive Landscape Reckitt Benckiser Group Leads the Way International Players Dominate Air Care in Macedonia Ambi-pur Is No Longer Present in Macedonia Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 NBO Company Shares of Air Care: % Value 2013-2017 Table 14 LBN Brand Shares of Air Care: % Value 2014-2017 Table 15 Forecast Sales of Air Care by Category: Value 2017-2022 Table 16 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Bleach Continues To Decline Lack of Versatility and Demand for Specialisation Make Bleach Less Competitive Few Manufacturers Remain Active in Bleach Competitive Landscape Alkaloid Ad Skopje Dominates Bleach Smaller Domestic Companies Compete in Bleach International Companies Show Little Interest in Bleach in Macedonia Category Data Table 17 Sales of Bleach: Value 2012-2017 Table 18 Sales of Bleach: % Value Growth 2012-2017 Table 19 NBO Company Shares of Bleach: % Value 2013-2017 Table 20 LBN Brand Shares of Bleach: % Value 2014-2017 Table 21 Forecast Sales of Bleach: Value 2017-2022 Table 22 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Growing Possession Rate Boosts Automatic Dishwashing Sales Dishwashing Additives Enjoys Growing Popularity Hand Dishwashing Remains Highly Popular Despite Automation Competitive Landscape Reckitt Benckiser Maintains Overall Leading Position No Domestic Presence in Automatic Dishwashing International Players Dominate Automatic and Hand Dishwashing in 2017 Category Indicators Table 23 Household Possession of Dishwashers 2012-2017 Category Data Table 24 Sales of Dishwashing by Category: Value 2012-2017 Table 25 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 26 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 27 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 28 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Multiple Factors Influence Home Insecticides in 2017 Home Insecticides Are Increasingly Viewed As A Health Hazard Convenience Drives the Demand for Electric Insecticides Competitive Landscape SC Johnson & Son Dominates Home Insecticides in 2017 Home Insecticides Is the Preserve of International Players the Competitive Landscape Is Set To Remain Highly Concentrated Category Data Table 30 Sales of Home Insecticides by Category: Value 2012-2017 Table 31 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 32 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 33 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 34 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Automated Washing Is the Main Method of Washing Clothes Innovation Focuses on Detergent Concentration and Compaction New Product Development and Innovation Reshape Laundry Care Competitive Landscape Procter & Gamble Leads Laundry Care Laundry Detergent Brands Dominate Laundry Care Domestic Companies Have A Small Or Negligible Presence in Laundry Care Category Indicators Table 36 Household Possession of Washing Machines 2012-2017 Category Data Table 37 Sales of Laundry Care by Category: Value 2012-2017 Table 38 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 39 Sales of Laundry Aids by Category: Value 2012-2017 Table 40 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 41 Sales of Laundry Detergents by Category: Value 2012-2017 Table 42 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 43 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 44 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 45 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 46 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 47 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 48 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 49 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Furniture Polish Sees the Fastest Value Growth in 2017 Shoe Polish Continues To See Positive Value Growth in 2017 Floor Polish Slows in 2017 Competitive Landscape Werner & Mertz Offers Strong Brands International Companies Dominate Polishes in 2017 Low Production Capacity and A Lack of Know-how Hamper the Domestic Challenge Category Data Table 51 Sales of Polishes by Category: Value 2012-2017 Table 52 Sales of Polishes by Category: % Value Growth 2012-2017 Table 53 NBO Company Shares of Polishes: % Value 2013-2017 Table 54 LBN Brand Shares of Polishes: % Value 2014-2017 Table 55 Forecast Sales of Polishes by Category: Value 2017-2022 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Urbanisation Boosts Surface Care Sales Specialised Products Register the Fastest Growth Rates in 2017 Growing Competition and Significant Innovation Competitive Landscape Pronto and Mr Muscle Underpin SC Johnson & Son's Leadership Some Private Label Development in 2017 International Players Overwhelmingly Dominate Surface Care in Macedonia Category Data Table 57 Sales of Surface Care by Category: Value 2012-2017 Table 58 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 61 NBO Company Shares of Surface Care: % Value 2013-2017 Table 62 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 63 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Convenience and Hygiene Trends Help Toilet Care Grow Rim Liquids Sees the Fastest Value Growth in 2017 Innovation, Key New Launches and Marketing Stimulate Spending Competitive Landscape Henkel and the Bolton Group Compete Fiercely International Players Dominate Toilet Care in Macedonia Domestic Companies and Private Label Maintain Small Value Shares Category Data Table 65 Sales of Toilet Care by Category: Value 2012-2017 Table 66 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 67 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 68 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 69 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022