Polishes continued to demonstrate an overall decline in 2020, following a downwards trend established in the review period as the mature category has failed to revive interest from Australian consumers. As such, retail current value sales were not impacted by COVID-19 as consumers focused instead on hygiene-related products with the aim of reducing the opportunity for contracting the COVID-19 virus in 2020.
Efficacy remained at the top of consumers’ list of priorities when it came to purchasing products in polishes in 2020. This was especially the case for product areas aimed at domestic cleaning, such as floor polish, metal polish and furniture polish, which are now considered niche products.
Reckitt Benckiser continued to dominate polishes in 2020, with a strong performance that far exceeded that of any competitors in the category. The leading company has a particularly strong presence in metal polish and furniture polish as Reckitt Benckiser benefits from a strong distribution channel including in the leading supermarkets Woolworths and Coles.
Shoe polish is expected to record an improved performance in retail current value sales and retail volume sales from 2021 and during the forecast period. This is due to the fact that, from 2021, the effects of the COVID-19 pandemic are expected to subside, especially as vaccines are developed and rolled out in the country.
Ingredients are expected to play an important role in polishes over the course of the forecast period when it comes to consumer decision making. In order for manufacturers to differentiate themselves from other players in the category, the pressure will be on manufacturers to disclose all of the ingredients in the products as consumers are becoming more aware of the chemicals used in products such as polishes.
With polishes suffering volume and value decline, manufacturers and private label divested polishes in 2019. Due to the lack of innovation, major supermarkets and other retailers have reduced the shelf space allocated to polishes, with usually one brand manufacturer and one private label option available.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Polishes research and analysis database.
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