The Macedonia Packaged Food Industry is expected to maintain strong positive growth in 2011 as a result of an increase in demand for most packaged food categories, coupled with the emergence of relatively underdeveloped, yet rapidly developing, packaged food categories. Improved supply, distribution and product variety are factors that have made packaged food in Macedonia more attractive and led to an increase in the consumer base.

1. Packaged food in Macedonia
Report Summary
Full recovery for packaged food in Macedonia
The Macedonia Packaged Food Industry is expected to maintain strong positive growth in
2011 as a result of an increase in demand for most packaged food categories, coupled with
the emergence of relatively underdeveloped, yet rapidly developing, packaged food
categories. Improved supply, distribution and product variety are factors that have made
packaged food in Macedonia more attractive and led to an increase in the consumer base.
Demand for healthy food continues to grow
Concerns over food quality have always been a priority for Macedonian consumers. In
recent years these concerns have extended to areas related to the nutritional and health
benefits of the food they consume. Producers within categories such as baked goods, dairy,
meal replacement, and oils and fats are paying more attention to new product development
and making every possible effort to expand their brand portfolios with products offering
improved health benefits and nutritional value at affordable prices, in an effort to expand
their consumer bases amongst the growing community of health-conscious Macedonians.
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Macedonian packaged food led by domestic and regional producers
Macedonian packaged food continues to be led by well- and lesser-known domestic and
regional manufacturers. The industry comprises primarily standard and economy brands
with limited availability of premium internationally-recognised brands across most
categories. The leading domestic and regional players have primarily benefited from the fact
that they have long been present in the historically underdeveloped Macedonian packaged
food industry, which for a variety of reasons remained relatively isolated from global
competition. Nonetheless, their two decades of activity has led to a significant improvement
in product quality and brand awareness.
Independent small grocers losing battle over packaged food distribution
The leading packaged food distribution channel remains independent small grocers. Over
the review period, with the influx of new large modern supermarkets/hypermarkets,
independent small grocers began losing share to a channel which is more capable of making
shopping a pleasant and convenient experience for consumers, who can ultimately rely on
the wider selection of packaged food items on offer, coupled with additional leisure and
entertainment features. The supermarkets/hypermarkets channel is expected to achieve the
fastest growth over the forecast period as new international chained
supermarkets/hypermarkets penetrate the Macedonian retail landscape, this channel’s
ability to reach the population will further increase.

2. Maturing market sees slowdown in growth
There are already signs of maturation and saturation among certain well-developed
packaged food categories in Macedonia. As a result, packaged food is expected to see
slower growth in constant value terms over the forecast period, in comparison with the
review period. The emergence of new packaged food categories among younger consumers
and demand for international brands will, however, help to bolster sales. With improved
confidence and increased purchasing power, more Macedonian consumers will seek higher-
priced standard and premium brands across the various packaged food categories, although
demand for domestically and regionally produced economy and standard brands will remain
strong.
Major points covered in Table of Contents of this report include:
EXECUTIVE SUMMARY
FOODSERVICE – KEY TRENDS AND DEVELOPMENTS
IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS
NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS
MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS
MARKET DATA
DEFINITIONS
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Explore Comprehensive list of more than 200 Tables & Figures available in the report
Packaged Food in Macedonia

3. Report Details:
Published: November 2011
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