A slight increase in value sales and volume sales as consumers spend more time at home due to COVID-19 and consequently have more time to polish. In particular, furniture polish performed well, as consumers tried to keep surfaces clean to stop the spread of COVID-19.
Shoe polish is the main drive of growth for the entire product area. With more consumers economising, shoe polish has increased in demand as consumers aim to preserve their shoes for longer.
Price competition is strong among furniture and floor polishes. Having a wide assortment and brand variety, consumers pay attention to the best price-quality combinations and price discounts.
Moderate volume and value growth is expected for polish over the forecast period. With consumers expected to be more price sensitive, due to lower disposable incomes, there will be a shift to cheaper brands.
Over the forecast period, lower-priced brands will perform much better and increase their value shares. However, this will only be the case for international brands, with local brands with lower price points struggling to compete.
Before the pandemic, there was a flurry of new products within shoe polish. Most players offered anti-salt protections, due to treatment of snow with salt in winter, colour restore and extra shine formulas.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of shoe, floor, furniture and metal polish.See All of Our Definitions
This report originates from Passport, our Polishes research and analysis database.
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