Polishes did not really benefit from COVID-19. Indeed, even if people were spending more time at home, the use of polishes usually happens before friends visit.
Leaving aside the reduced need for polishes over the year as a result of the pandemic, polishes continued to struggle due to other factors and market forces. For one thing, consumers no longer have the time or the inclination to use polish, often perceiving it to be old-fashioned.
Shoe polish continued its declining trend in 2020, and indeed that trend accelerated over the year. This is because in addition to the trend of people wearing sneakers and casual shoes nearly everywhere, including to the workplace, resulting in less use of shoe polish in normal times, the pandemic further reduced the need for polish because people were not venturing from home during the lockdown and also going out less when restrictions were lifted.
As it was the case before the pandemic, overall value and volume sales of polishes are expected to continue to decrease rapidly over the forecast period. Indeed, no innovation or new trend in polishes or on material upon which polishes can be applied are on the horizon.
The increase of allergies and environmental sensitivity among the Belgian population, such as allergic reactions to chemicals used in many carpets, has triggered a further switch from carpet to tiles and mostly parquet-style flooring. However, those are often laminated or treated parquet, which do not require polish for maintenance or appearance.
While metal polish and even shoe polish are expected to see positive growth rates in 2021 as a result of Belgians resuming their normal pre-COVID social and business patterns, furniture polish is expected to see the strongest further decline among polishes both in 2021 and the forecast period as the trend away from wood towards purchasing furniture made of materials that do not require polishing continues unabated.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Polishes industry in Belgium 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.
If you're in the Polishes industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Polishes research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page