Retailing in North Macedonia
March 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Sluggish economic performance affects retailing and consumer spending in 2019
E-commerce channel in North Macedonia nascent but continues to see robust growth in 2019
With few new international players, domestic companies continue to dominate retailing in North Macedonia
Retailers responding to heightened price sensitivity with more frequent discounting
Ongoing steady growth expected for retailing over the forecast period as economy strengthens and channels modernise
OPERATING ENVIRONMENT
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2019
Physical retail landscape
Cash and carry
Seasonality
Christmas and New Year’s Eve
Valentine’s Day
New School Year
Payments and delivery
Emerging business models
MARKET DATA
Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 3 Sales in Store-Based Retailing by Channel: Value 2014-2019
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
Table 5 Store-Based Retailing Outlets by Channel: Units 2014-2019
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 7 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 15 Retailing GBO Company Shares: % Value 2015-2019
Table 16 Retailing GBN Brand Shares: % Value 2016-2019
Table 17 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 18 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 20 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2019-2024
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2019-2024
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2019-2024
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 2 Research Sources
HEADLINES
PROSPECTS
Modern grocery retailers continues to see steady growth in 2019 as hypermarkets stands out
Greater convenience and discounts continue to attract more shoppers to modern grocery retailers in 2019
Modern grocery retailers expected to see steady value growth over the forecast period despite consumers’ heightened price sensitivity
COMPETITIVE LANDSCAPE
Appealing to price-sensitive consumers, discounter KAM doo continues its reign as leader in modern grocery retailers channel in 2019
Supermarkets leader Tinex MT dooel continues growth in 2019, based on its numerous outlets, activity in other channels
Few if any new international retailers considering entering North Macedonia in 2019
CHANNEL DATA
Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2014-2019
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2014-2019
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2014-2019
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2019-2024
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2019-2024
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2019-2024
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
HEADLINES
PROSPECTS
Consumers shifting from traditional grocery retailers, seeking better shopping experience and more convenience
Traditional grocery retailers’ limited selling space reduces options to widen product ranges, add convenience
Despite slow growth over the forecast period, traditional grocery retailers not going away and will remain fairly popular
COMPETITIVE LANDSCAPE
Launching new outlets and highlighting low prices, Stokomak doo continues to lead traditional grocery retailers in 2019
Regional leaders bolster growth by rapid opening of new outlets and offering greater discounts
Traditional grocery retailers is highly fragmented and that not expected to change soon
CHANNEL DATA
Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
HEADLINES
PROSPECTS
Slower growth in 2019 but performance expected to rebound over forecast period as channel modernises
New multibrand stores notch up growth serving fashionable consumers with low brand loyalty
Apparel and footwear specialist retailers look to spur more robust growth with increased discounts
COMPETITIVE LANDSCAPE
Offering wide product portfolio and low prices, LC Waikiki Retail MK dooel holds its channel leadership in 2019
Offering numerous fashionable apparel and footwear brands, Inditex ranks a strong second in the channel in 2019
Apparel and footwear specialist retailers channel remains highly fragmented but international brands make a mark in 2019
CHANNEL DATA
Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
HEADLINES
PROSPECTS
Value sales in health and beauty specialist retailers channel sees moderate growth in 2019 as consumers become more sensitive to price
Health and beauty specialist retailers continues to capture share from direct selling
Considerable slowdown anticipated for health and beauty specialist retailers
COMPETITIVE LANDSCAPE
Zegin Farm dooel’s continued leadership in health and beauty specialist retailers in 2019 is a result of low prices, broad product portfolio
Pharmacist chain PZU – Apteka Eurofarm maintains value share and second position in 2019 by expanding outlets
Dm-Drogerie Markt dooel continues growth trend via innovative customer-focused marketing efforts
CHANNEL DATA
Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2014-2019
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2014-2019
Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2019-2024
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Mixed retailers, led by variety stores, continues to generate only slight consumer interest in 2019
Current lack of consumer interest makes it doubtful significant new players will enter mixed retailers channel
Mixed retailers projected to see varied rates of growth over the forecast period
COMPETITIVE LANDSCAPE
Top Shop turns to e-commerce, discounting, new store launches, to spur growth in 2019 and over the forecast period
Key promotions used to woo consumers via social media
Studio Moderna continues to hold strong, if not solitary, position in mixed retailers channel
CHANNEL DATA
Table 84 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 86 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 88 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 90 Mixed Retailers GBO Company Shares: % Value 2015-2019
Table 91 Mixed Retailers GBN Brand Shares: % Value 2016-2019
Table 92 Mixed Retailers LBN Brand Shares: Outlets 2016-2019
Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2016-2019
Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024
HEADLINES
PROSPECTS
Direct selling returns to growth, albeit slight, in 2019 after several years of decline
Beauty and personal care direct selling remains the most significant channel in 2018
Beauty and personal care direct selling to see slow growth over the forecast period as competition from other channels intensifies
COMPETITIVE LANDSCAPE
Avon Kozmetiks dooel continues to hold commanding position in direct selling in 2019
Oriflame Kozmetika dooel returns to current value growth in 2019 after slipping in 2018
Apart from channel leaders, direct selling hosts few significant players
CHANNEL DATA
Table 100 Direct Selling by Category: Value 2014-2019
Table 101 Direct Selling by Category: % Value Growth 2014-2019
Table 102 Direct Selling GBO Company Shares: % Value 2015-2019
Table 103 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 104 Direct Selling Forecasts by Category: Value 2019-2024
Table 105 Direct Selling Forecasts by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
E-commerce continues to grow in 2019 as number of internet users, digital points of sale increase
More secure payments, demand for convenience drives e-commerce growth in 2019
New industry association continues to support e-commerce in North Macedonia
COMPETITIVE LANDSCAPE
Third party merchants the leader in e-commerce in 2019
Non-grocery retailers maintain significant e-commerce share in 2019 but more leading grocery retailers developing multichannel strategies
Electronics and appliance specialist retailers see e-commerce success in 2019
CHANNEL DATA
Table 106 E-Commerce by Channel and Category: Value 2014-2019
Table 107 E-Commerce by Channel and Category: % Value Growth 2014-2019
Table 108 E-Commerce GBO Company Shares: % Value 2015-2019
Table 109 E-Commerce GBN Brand Shares: % Value 2016-2019
Table 110 Forecast E-Commerce by Channel and Category: Value 2019-2024
Table 111 Forecast E-Commerce by Channel and Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Consumers still tend use personal computers to buy online, but a growing number are turning to mobile e-commerce
Retailers developing mobile-friendly strategies to attract young tech-savvy consumers
Strong mobile e-commerce growth set to continue over forecast period
COMPETITIVE LANDSCAPE
Mobile e-commerce remains highly fragmented as new players enter the fray
Few domestic retailers offer mobile apps but this is changing
Non-grocery specialist retailers leads the way in mobile e-commerce in 2019
CHANNEL DATA
Table 112 Mobile E-Commerce: Value 2014-2019
Table 113 Mobile E-Commerce: % Value Growth 2014-2019
Table 114 Mobile E-Commerce Forecasts: Value 2019-2024
Table 115 Mobile E-Commerce Forecasts: % Value Growth 2019-2024