Executive Summary

Feb 2019
PROSPECTS
Polishes in Australia continues to contract for another year

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.

No growth seen in any category

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.

Less polishing at home due to substitute 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.

COMPETITIVE LANDSCAPE
Reckitt Benckiser (Australia) continues to lead

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 maintains second place

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.

The lack of private label competition in polishes

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.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Polishes in Australia

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Polishes industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in Australia market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Polishes in Australia?
  • What are the major brands in Australia?
  • What are the future prospects for the polishes market?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Polishes in Australia - Category analysis

HEADLINES

PROSPECTS

Polishes in Australia continues to contract for another year
No growth seen in any category
Less polishing at home due to substitute products

COMPETITIVE LANDSCAPE

Reckitt Benckiser (Australia) continues to lead
SC Johnson & Son maintains second place
The lack of private label competition in polishes

CATEGORY DATA

Table 1 Sales of Polishes by Category: Value 2013-2018
Table 2 Sales of Polishes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Polishes: % Value 2014-2018
Table 4 LBN Brand Shares of Polishes: % Value 2015-2018
Table 5 Forecast Sales of Polishes by Category: Value 2018-2023
Table 6 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Home Care in Australia - Industry Overview

EXECUTIVE SUMMARY

Home care registers another year of value growth
Consumer demand for sustainable home care products continues to grow
Price discounting hinders value growth in home care
Product efficacy remains a key factor in consumers’ decisions
Home care is set to experience a marginal constant value decline

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources