Polish products are perceived as being very old-fashioned among modern Austrian consumers, who prior to lockdown and home seclusion, did not have the time or inclination to polish floors and furniture separately with specific products. Furthermore, polishes are generally not required for modern flooring or furniture, with general-purpose cleaners and wipes often sufficient, seen by many Austrians as a good alternative to polishes as they are more convenient and widely available.
Lockdown, home seclusion and self-isolation meant consumers had little need of shoe polish, as the time they spent outside their homes was limited. The majority of business meetings were held remotely as companies endeavoured to keep their employees safe from the virus.
General trends that negatively affect sales of polishes, such as the growing demand for low maintenance products including floors, furniture and footwear continued regardless of COVID-19. This was therefore reflected in overall low and contracting sales over much of the review period.
Once the pandemic recedes and vaccines are rolled out across the world, consumers will start to frequent bricks and mortar retailers again, albeit with social distancing measures in place for some time. This will include speciality stores, such as footwear and furniture stores.
After experiencing a steeper decline in 2020 compared to the previous year, demand is set to start stabilising in 2021 and then return to positive but marginal growth territory from 2022 onwards. Consumers will once again return to working outside their homes in offices, etc, more frequently again and attend more social occasions that require formal dress wear.
As some of the more modern furniture and décor trends include metal accents, elements and furnishings such as stainless steel appliances, kitchen accessories or surfaces, metal polishes is expected to record the most positive performance over the forecast period, even though growth is set to be relatively marginal.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Austria 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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