Beer - North Macedonia

The Beer market in North Macedonia has been experiencing significant growth in recent years.

Customer preferences: North Macedonian consumers have shown a strong preference for locally produced beer. They value the quality and craftsmanship that comes with locally brewed beer, and are willing to pay a premium for it. This preference for local beer is driven by a desire to support local businesses and promote national pride. Additionally, consumers in North Macedonia have a preference for lighter beer styles, such as lagers and pilsners, which are refreshing and easy to drink.

Trends in the market: One of the key trends in the beer market in North Macedonia is the increasing popularity of craft beer. Craft breweries have been popping up across the country, offering a wide variety of unique and flavorful beers. This trend is driven by a growing interest in artisanal products and a desire for more diverse beer options. Craft beer appeals to consumers who are looking for something different and are willing to experiment with new flavors and styles. Another trend in the market is the rise of low-alcohol and non-alcoholic beer. Health-conscious consumers are increasingly seeking alternatives to traditional beer that are lower in alcohol and calories. This trend is also driven by changing attitudes towards alcohol consumption, with more people choosing to drink in moderation or abstain altogether. Low-alcohol and non-alcoholic beers offer a refreshing and flavorful option for those who want to enjoy a beer without the negative effects of alcohol.

Local special circumstances: North Macedonia has a long tradition of beer brewing, dating back to ancient times. This rich brewing heritage has created a strong beer culture in the country, with beer being an integral part of social gatherings and celebrations. The local beer industry has capitalized on this cultural significance by producing beers that are tailored to the tastes and preferences of North Macedonian consumers.

Underlying macroeconomic factors: The growing beer market in North Macedonia can be attributed to several macroeconomic factors. The country has seen steady economic growth in recent years, which has led to an increase in disposable income and consumer spending. This has allowed consumers to indulge in their preferences for high-quality, locally produced beer. Furthermore, North Macedonia has experienced an increase in tourism, with more visitors coming to the country to explore its rich history and natural beauty. This influx of tourists has created a demand for local products, including beer, as visitors seek to experience the authentic flavors and traditions of the country. In conclusion, the Beer market in North Macedonia is developing due to customer preferences for locally produced beer, the rising popularity of craft beer and low-alcohol options, the country's strong beer culture, and favorable macroeconomic factors such as economic growth and increased tourism.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.