In 2018, polishes experienced another year of decline in both current value and volume terms. Although there have been efforts within the category to innovate in terms of improving polishing efficiency and demonstrating convenience to consumers, there has been declining demand for these products.
All four categories – shoe polish, metal polish, furniture polish and floor polish – experienced similar volume and current value declines in 2018. There were no significant innovations seen in polishes, and consumers were not keen to purchase new products.
An important factor negatively affecting polishes was that the task of polishing at home continued to reduce. This was because other products, such as multipurpose cleaners or other surface care products, provided not only quality cleaning results, but also a shiny or polished finish.
Reckitt Benckiser (Australia) led polishes in value terms for another year in 2018, with its Mr Sheen brand. This continues to be one of the most popular polishes brands in the market, being present in the two major Australian supermarkets, Coles and Woolworths.
SC Johnson & Son maintained second position within overall polishes in 2018, with its Kiwi brand. Kiwi continues to be a household name in shoe polish, accounting for the vast majority of share in this category.
Although the home care competitive landscape has seen disruption from private label lines, the polishes category has not yet seen a significant impact from this. Retailers such as Woolworths, Aldi and Coles have been looking into penetrating all home care categories; however, polishes is a category in which their presence has not been significantly noticed, allowing brand manufacturers to enjoy healthy margins and sufficient shelf space to maintain brand awareness.
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This industry report originates from Passport, our Home Care market research database.