The outlook for polishes is expected to remain relatively unfavourable with all category members in continuous decline in terms of volume sales, though a better performance is expected in comparison to the review period as most falls will be less steep (except in the case of shoe polish). While levels of socialising within the home have increased as Italy emerged from the pandemic, facilitating the need for home cleaning, a return to busier lifestyles means that consumers have less free time for cleaning, with the result that polishing is fast becoming an activity that many wish to avoid.
Shoe polish will see further declines in terms of volume sales throughout the forecast period, turning in a worse performance than was recorded during the post-pandemic review period. Adverse economic conditions for the first part of the forecast period will lead consumers to prioritise the purchase of products deemed as more essential.
Low-rotation products such as shoe polish and metal polish have an opportunity to harness the projected growth of e-commerce, given that the channel provides visibility for a wide range of products that are often kept on remote shelves in store-based outlets. As such, players could look at strengthening their brands’ visibility online by trading on their heritage, which will give them a unique opportunity to regain traction among consumers.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Polishes industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of shoe, floor, furniture and metal polish.See All of Our Definitions
This report originates from Passport, our Polishes research and analysis database.
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