Polishes in Brazil

PROSPECTS

Floor polish and furniture polish value sales fall

The survival of the category relies on sales to more traditional households that are familiar with polishes and use them as complementary products after heavy cleaning is applied. Floor polish and furniture polish have diminished in importance, primarily among millennials from the biggest cities of Sao Paulo and Rio de Janeiro.

New generation of consumers misunderstands the concept of polishes

Young families and single households, which are primarily composed of millennials, are increasingly prioritising convenience, high quality and cost benefit. Even the leading polish manufacturers such as K & M Indústria Química Ltda, Cera Ingleza Indústria e Comércio Ltda and Ceras Johnson Ltda are grappling with low consumer-awareness and interest in polishes.

Shoe polish grows organically as footwear continues its upward trend

Shoe polish is performing positively in contrast with the overall category. Footwear growth in Brazil over the review period is one of the most important drivers.

COMPETITIVE LANDSCAPE

Local manufacturers continue to dominate polishes

Although two of the leading brands Poliflor and Bravo, from Reckitt Benckiser (Brasil) Ltda and Ceras Johnson Ltda respectively, are international, more than half of total category sales are generated by Brazilian manufacturers. Besides the relative lower cost of local brands, one of the underlying reasons for their popularity is their broader product portfolios, which cater to multiple types of floors found in Brazilian households.

Good prospects for shoe polish encourage the return of strong players

Although floor polish is dominated by local companies, Reckitt Benckiser’s Nugget brand is the leading shoe polish brand and has been for a long time. However, with manufacturers aware of the positive performance of this category, some players such as K & M, which returned to shoe polish in late 2017 with its brand Tombom, are expected to strengthen competition.

Private label activity in polishes is weak in major grocery retailers

The overall predictions regarding the polishes category’s performance are being taken into account by retailers, and there are so far no significant investments from key grocery retailers such as GPA and Carrefour. Conversely, it is seen that some footwear brands such as CNS and Mr.

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