In 2024, tobacco in North Macedonia experienced significant volume decline, driven by the rapid decrease in cigarette consumption and smoking prevalence due to the growing impact of the healthy living trend, alongside economic conditions that led many consumers to quit smoking. This trend was further intensified by the continued shift toward heated tobacco and smoking tobacco products, particularly fine cut tobacco. The regulatory framework and government efforts kept illicit trade at manageable

Social acceptance of tobacco consumption continued to decline in North Macedonia, driven by increasing health awareness, particularly among younger consumers. This resulted in fewer individuals taking up smoking. The ongoing shift toward reduced-harm alternatives supported solid value growth in the e-vapour category and drove significant double-digit value growth in heated tobacco products in 2024.

The rising influence of the healthy living trend, a continued decline in smoking prevalence, shifting consumer preferences, and rising interest in alternatives such as heated tobacco products and smoking tobacco - particularly fine cut tobacco - contributed to a significant double-digit decline in volume sales of cigarettes in North Macedonia in 2024. At the same time, illicit trade also decreased, driven by strict measures implemented by the government and its agencies to combat this practice,

With growing interest among younger consumers, particularly young professionals and aficionados, cigars recorded strong upper single-digit volume growth in North Macedonia in 2024. Despite their higher price point, cigars outperformed cigarillos, which are perceived as offering less value due to disproportionately high prices under the current tax structure.

Value sales of mass beauty and personal care increased in 2024 due to robust demand from price-sensitive shoppers, particularly amid the ongoing impact of inflation. Mass colour cosmetics was the largest and most dynamic category during 2024. This growth was primarily driven by the ongoing influence of social media, which played a crucial role in setting trends. 2024 also saw a significant increase in personalisation and inclusivity, as brands in colour cosmetics expanded their shade ranges to c

In 2024, sales of beauty and personal care products in North Macedonia increased in both retail value and volume terms. This growth was supported by stable demand for robust product categories, such as skin care and colour cosmetics, and the accelerating consumer demand for niche goods, including dermocosmetics products. However, although inflation was subsiding, its lingering effects continued to push unit prices higher, negatively impacting consumer confidence as many shoppers faced significan

In 2024, value sales of bath and shower products rose in North Macedonia, driven by a sustained interest in personal hygiene habits, with consumers bathing and showering more frequently. The category continued to move towards a more holistic approach, with products designed not only to cleanse, but also to nourish and protect skin. Consumers increasingly sought natural and sustainable products, reflecting a broader shift in priorities towards health, wellness, and self-care. Fragrance played an 

In 2024, value sales of premium beauty and personal care products recorded a notable uplift in North Macedonia. While overall sales in the premium segment remained less robust compared to mass beauty and personal care, the premium category achieved stronger growth rates, largely driven by the high price points and the appeal of niche product categories. Premium fragrances remained the largest category, with premium women’s fragrances retaining a dominant position over both premium men’s and prem

In 2024, the value sales of colour cosmetics increased in North Macedonia, driven by changing consumer preferences and significant technological advancements, which led to several impactful product launches. Colour cosmetics remained dynamic, significantly influenced by social media, which continued to shape emerging trends and consumer expectations. Despite some negative demographic trends, innovation and a focus on premium products helped maintain stable growth during 2024. Several key trends

In 2024, value sales of deodorants increased in North Macedonia, supported by growing premiumisation and a heightened consumer focus on health, wellness, and sustainability. Demand continued to rise for products formulated with natural and clean ingredients, particularly those that are aluminium-free, paraben-free, and free from potentially harmful chemicals. In addition, deodorants continued to evolve beyond basic odour control, increasingly incorporating skin-nourishing benefits in response to

Value sales of depilatories increased in 2024, supported by shifting consumer preferences, alongside ongoing innovation and technological advancements within the category. There is a growing demand for convenient, easy-to-use hair removal solutions, with consumers increasingly seeking quick and effective formats that can be used at home. This trend is driving the popularity of products such as pre-waxed strips and depilatory creams, in addition to the continued relevance of traditional razors an

In 2024, value sales of oral care in North Macedonia recorded a positive single-digit increase. This steady growth aligned with the continued solid performance of toothpaste, which remained the largest product category within oral care. This position was driven by consistently high consumer demand, with toothpaste’s essential nature, due to daily usage and the increased frequency of tooth brushing, driving its robust performance.

In 2024, value sales of skin care in North Macedonia registered a modest single-digit increase. This growth was supported by ongoing evolution driven by trends that aligned with changing consumer preferences and the latest scientific and technological advancements. The strong performance of skin care was further bolstered by rising product prices, even as the effects of subsiding inflation remained present. As a result, the majority of consumers continued to economise in search of better value,

Value sales of sun care saw a strong, double-digit increase in North Macedonia in 2024. Growth was largely driven by prolonged periods of hot and sunny weather, which significantly increased consumer demand for sun protection products. The intense summer months of June, July, and August brought with them sustained high temperatures and an elevated UV index, leading to a notable surge in purchases of sun care. In addition to favourable weather conditions, the impact of inflation and rising produc

Value sales of fragrances increased in North Macedonia in 2024, despite ongoing demographic challenges. Social media platforms, particularly TikTok and Instagram, played a key role in shaping consumer trends and driving demand within fragrances. Consumers increasingly gravitated towards subtle, natural, and aromatic scents, with growing interest in fragrances that evoke nature, cleanliness, and overall well-being. Aromatic herbs such as thyme, basil, and sage became particularly popular, while w

Value sales of hair care products in North Macedonia increased in 2024, recording solid single-digit retail growth. The category continued its evolution towards a more holistic and personalised approach, with particular emphasis on scalp health, the use of natural ingredients, and sustainability.

Value sales of baby and child-specific products in North Macedonia rose in 2024. Steady growth was noted despite high product prices, which were a lingering effect of inflation that has begun to subside. A significant driver of this growth was the rising consumer interest in specialised products designed for children and infants. Innovation played a significant role, with the introduction of new formulas and product lines leading to the emergence of numerous new brands within baby and child-spec

Value sales of men’s grooming products increased in North Macedonia in 2024, registering strong single-digit retail growth. Despite ongoing inflationary pressures throughout the year, which led to consistent price increases for products, government intervention helped to limit the impact and slow down retail price growth. However, the persistent rise in prices caused dissatisfaction among consumers. Despite facing inflationary pressures and the challenges posed by negative demographic trends, in

The population of North Macedonia is predicted to decline by 10.2%, due to changes in net migration and natural change, standing at a total of 1.6 million citizens by 2040. Demographic changes, economic conditions and social trends are all contributing to negative net migration. North Macedonia’s birth rate is expected to fall between 2024 and 2040. By 2040, the largest cohort of people will be middle-aged (aged 45-64).

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. Given the current levels of saturation and the negative demographic trend in the country, which reduces the potential consumer base, there is limited future growth potential.

In North Macedonia, wipes are recognised as providing a wide variety of convenient and practical uses, including surface care in personal and office environments. The widespread availability of wipes across distribution channels contributed to consistent demand for these products in 2024. Recent price increases, driven by inflation, also contributed to the robust current retail performance.

Despite negative demographic trends, improved living standards and the convenience trend were major factors in driving current value growth across retail tissue in North Macedonia in 2024. Inflation exerted downward pressure on household incomes and upward pressure on prices, compelling local consumers to find ways to save money and prioritise necessary purchases. Many preferred to buy in bulk as a cost-saving strategy, showing little to no loyalty to brands, and often opting for lower-priced br

Post-pandemic growth in tourism, hospitality and business in North Macedonia enabled robust current value sales growth for AFH tissue and hygiene in 2024. Public sector investments were also substantial, although they are subject to considerable administrative requirements and scrutiny, along with the obligation to undergo tender procedures, which offer limited opportunities typically available only to selected players.

Volume sales of menstrual products are largely determined by the size and growth dynamics of the consumer base, which is shrinking due to the country’s declining population. Nonetheless, innovation, premiumisation, and rising product prices helped menstrual care maintain healthy value growth in 2024 despite volume decline.