Polishes

Unilever is one of the leading home care companies worldwide, with a strong market presence in the Asia-Pacific African region and Latin America. The company has 13 brands, whereas five belong to the home care industry, namely Seventh Generation,…

Procter & Gamble remains the global leader in home care, where much of the growth is stemming from the continued expansion of the laundry care category. Its high brand recognition, coupled with multiple advantageous brand positions, is expected to be…

Amid high inflationary pressure and economic uncertainty in markets around the globe, the home care industry is also facing a deceleration in sales growth due to a softening of pent-up demand after the pandemic. SC Johnson’s growth potential within…

During 2023, polishes saw an improved performance in both retail volume and current value terms. The category is dominated by shoe polishes, which benefitted from the revival of normal, pre-pandemic lifestyles, including the return of consumers to…

Polishes is almost entirely supported by shoe polish in Uzbekistan. Shoe polish can be found in most households in Uzbekistan, which is a dusty country. This has been exacerbated in recent years by the mass construction of new buildings, residential…

Polishes registered a steep volume fall in 2023, with all segments within polish registering a decline. Increasingly polishes are losing out to products within surface care such as multi-purpose cleaners, which are generally more affordable, as well…

Shoe polish recorded the slowest decline in volume sales within polishes overall in 2023. Despite changing consumer preferences and a trend towards sport and casual footwear that may require less frequent polishing, certain market segments still…

With rising inflation impacting price points, 2023 saw double-digit retail value growth. However, retail volume declined in all areas, with deepest declines noted in metal polish and furniture polish. The decline observed in both floor and furniture…

All significant categories (floor polish remained negligible) posted positive retail volume and value growth at the end of the review period. Indeed, they all posted their fastest increases of the review period in 2023. Metal polish continued to…

The ongoing decline in demand for furniture polish in the US is being driven by consumer behaviour trends that indicate a preference for purchasing lower-quality furniture, thereby reducing the need for related care products. This shift reflects an…

Demand for polishes in the UK continued to decline in 2023, in line with the category’s general pre-pandemic trend. The ongoing decline continues to be exacerbated by greater mobility outside of the home, as consumers spend more time in the office or…

In 2023, furniture polish in the United Arab Emirates remained the strongest performer in overall polishes, both in terms of retail and volume growth. Its performance was significantly influenced by the surging demand for premium and luxurious…

Demand for polishes tends to remain limited to wealthier urban households, many of whom employ maids to clean their homes, and are willing to invest in polishes to keep their homes clean and well-maintained. Continuing the trend from the previous…

Dutch workers embrace informal wear at most companies, making consumers less interested in formal work shoes which need polishing. At the same time, the hybrid form of working is also having some impact, as office workers spend time at home requiring…

While polishes recorded strong retail growth in 2023, retail volume sales struggled, declining in all areas, bar metal polish, which saw stagnate growth. The economic impact of the rising cost of living has undermined consumer confidence and…

Polishes exhibited a dual narrative of retail volume growth across most categories (except floor polish, which dragged down the overall growth rate), and intricate pricing adjustments. The growth rate for polish for columns in particular remained…

Despite price rises in 2023, polishes continued to record a retail value decline, with retail volume sales falling in all areas. COVID-19 had no noticeable impact on the polishes landscape, with sales declining before the outbreak. The polishes…

Polishes continued to experience a decline in volume sales in 2023, maintaining a trend that persisted throughout the review period. The category has been hit hard by changing lifestyles and fashions in clothing and interior design. It has also…

The industry continues to witness a rise in retail price points, driven by inflationary pressures and increasing input costs. With inflation remaining at a high rate in 2023, households exhibit heightened price sensitivity, leading to a shift in…

Polishes continued its long-term decline in retail volume terms in 2023 with many consumers no longer considering these products as necessary. This is partly down to changes in the materials used for furniture and footwear, with many consumers moving…

Shoe polish is the largest category in polishes and faced a weaker performance in 2023 following the strong rebound in sales during 2022. Demand for shoe polish rebounded strongly in 2022, as professionals returning to offices opted for formal attire…

Polishes in South Africa recorded positive retail value growth in 2023, despite another fall in overall demand. The growth in value was attributable to the rapidly rising inflation rate. With higher unit prices of polishes, local consumers continued…

Inflationary pressures are propelling the growth of polishes sales in Slovenia, primarily driven by increased unit prices. With consumers becoming more cautious about their spending, they are opting for cheaper alternatives, such as ordinary cleaning…

Polishes is seeing a negative volume slump, while value sales are supported by price hikes affecting categories across home care as a whole. Indeed, polishes represents a category which consumers can easily substitute – especially with the growing…

Value sales of shoe polish experienced a marginal increase in 2023, attributed in part to the occurrence of more military exercises in Singapore. This uptick can be linked to the specific needs and preferences within the military community, as well…

While retail value sales were positively impacted by price increases, leading to double-digit growth, retail volume sales of polishes in Serbia were challenged. Price growth and the decline in disposable incomes led consumers to forgo the purchases…

Demand for polish continued to rise in 2023, following the retail volume declines of 2020 due to pandemic-induced home seclusion. The latter resulted in waning interest in polishing one’s footwear, for instance, with the latter experiencing the…

The demand for polishes continued on a downward trajectory in 2023. These products were considered non-essential or obsolete by a large share of the consumer base, especially younger people. Furthermore, substitution and cannibalisation continued to…

Polishes saw a continued fall in volume sales in 2023, following an established trend of decline, though the category saw value growth driven by global inflation leading to rising unit prices. The main challenge facing polishes is its niche status,…

Double-digit retail value growth was registered in 2023, boosted by rising price points, while retail volume growth remained positive in all areas, bar shoe and metal polish. Furniture polish saw the largest growth, with the purpose of furniture…

Sales of polishes plummeted in retail volume terms in 2020 following the outbreak of COVID-19 with consumer priorities switching to more essential needs. Although the pandemic is now over volume sales remain well below pre-pandemic levels with demand…

The strong rise in demand for polishes continued in 2023, primarily propelled by the growing middle-class consumer base in the country. The rising consumer base of middle-class households can be attributed to improving disposable incomes and…

The multifunctional nature of home care products continued to restrict growth opportunities for polishes in 2023. For example, surface care wipes are increasingly used to remove dirt from shoes, floor cleaners replace floor polish, and automatic…

Overall polishes remained on its downward trajectory in 2023 in terms of volume sales growth, with Macedonian consumers reprioritising their purchases and eliminating those products deemed to be unnecessary, which included polishes for the most part.…

Polishes recorded a decline in retail volume terms, while high inflation rates triggered double-digit retail sales value growth in 2023. Many do not consider polish an essential product, with consumers focused on perceived essentials amid poor…

In 2023, polishes experienced robust value sales growth, primarily influenced by inflationary pressures. Although fuel costs stabilised after the initial shock in 2022 following the Russian invasion of Ukraine, the Government's temporary removal of…

Polishes in Morocco posted positive growth in current value terms in 2023, albeit from a lower base. Such products still have a niche status in the country and are largely considered to be expensive and unnecessary. As such, they tended to be…

Polishes recorded another year of modest retail volume growth in 2023, with sales returning to the pre-pandemic level, with more significant current value growth. Volume growth was driven largely by shoe polish, supported by the revival of…

Overall polishes maintained growth in retail volume and current value terms in 2023, with increases seen across all categories. However, lifestyle and fashion trends continued to militate against the development of polishes. For instance, younger…

Polishes continue to see retail volume sales stagnate in 2023, as this category draws very limited consumer attention in Lithuania. In the main, locals prefer to use basic household products to clean the house. Since the COVID-19 pandemic, consumers…

Shoe polish experienced the most rapid growth in volume terms in 2023. This market expansion can be attributed to the rising population, primarily driven by the influx of Ukrainian refugees, contributing to Latvia's population growth. However,…

Shoe polish continued to dominate the market size of polishes in Kenya and register the fastest retail volume and value growth at the end of the review period. However, retail volume and current value growth rates for shoe polish were slower in 2023,…

Polishes in Kazakhstan continued to fall in 2023 in terms of volume sales growth, and while it saw positive rises in current value terms, the rate was at a more moderate pace than in the previous year of 2022. The range of category goods found on…

Floor polish is not a standard product for many younger households. It may have been used by older generations, but the custom of polishing the floor with wax products has not been passed down to the younger generations. First, it is very…

As consumers look for new and innovative ways to save money, they try to save as much as they can by cutting expenses on anything that is not considered a strict necessity. Polishes oftentimes fall into this basket, considering that priority is…

Demand for polishes was already declining prior to the pandemic in Israel, driven by changing lifestyles and a priority in terms of purchasing products considered more essential. In 2023, local consumers continued to lead busy lifestyles, especially…

Although retail value sales growth was positive, this resulted from high inflation and rising price points in 2023, as retail volume sales declined. Retail volume has been consistently declining over the review period, with polishes suffering from…

Polishes is seeing rather sluggish and static growth, with little activity of note. That said, metal polish continues to grow from its relatively low base, registering a modest uptick in sales. It is noted that, in the post-pandemic landscape, as…

In 2023, growth in polishes slowed in retail volume and current value terms compared with 2022, but the category continued its rebound post-pandemic, with retail value sales finally returning to the pre-pandemic (2019) level, even though retail…

Despite rising retail value sales in 2023, polishes lost consumer attention, with significant price increases hindering sales, leading to a retail volume decline in all areas, apart from shoe polish. In addition to rising price points, manufacturers…