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Country Report

Polishes in

Polishes in Brazil

Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Polishes Market Sample Report Polishes Market Sample Data

Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Brazil with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Polishes industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in Brazil market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Polishes in Brazil?
What are the major brands in Brazil?
What are the future prospects for the polishes market?
What are the key new product launches in the polishes market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Polishes in Brazil - Category analysis

HEADLINES

PROSPECTS

Floor polish and furniture polish value sales fall

New generation of consumers misunderstands the concept of polishes

Shoe polish grows organically as footwear continues its upward trend

COMPETITIVE LANDSCAPE

Local manufacturers continue to dominate polishes

Good prospects for shoe polish encourage the return of strong players

Private label activity in polishes is weak in major grocery retailers

CATEGORY DATA

Table 1 Sales of Polishes by Category: Value 2013-2018
Table 2 Sales of Polishes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Polishes: % Value 2014-2018
Table 4 LBN Brand Shares of Polishes: % Value 2015-2018
Table 5 Forecast Sales of Polishes by Category: Value 2018-2023
Table 6 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Home Care in Brazil - Industry Overview

EXECUTIVE SUMMARY

High price-elasticity in home care is stretched as result of frugality

Amid rationalisation in purchasing, more added-value products gain ground

The gap between multinationals and local players shrinks

Knowledge of Brazilians’ sensorial identity is a way of adding value

The outlook is positive as faster innovation pace is linked with market maturity

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Polishes in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Floor polish and furniture polish value sales fall

New generation of consumers misunderstands the concept of polishes

Shoe polish grows organically as footwear continues its upward trend

COMPETITIVE LANDSCAPE

Local manufacturers continue to dominate polishes

Good prospects for shoe polish encourage the return of strong players

Private label activity in polishes is weak in major grocery retailers

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Polishes in Brazil - Category analysis

HEADLINES

PROSPECTS

Floor polish and furniture polish value sales fall

New generation of consumers misunderstands the concept of polishes

Shoe polish grows organically as footwear continues its upward trend

COMPETITIVE LANDSCAPE

Local manufacturers continue to dominate polishes

Good prospects for shoe polish encourage the return of strong players

Private label activity in polishes is weak in major grocery retailers

CATEGORY DATA

Home Care in Brazil - Industry Overview

EXECUTIVE SUMMARY

High price-elasticity in home care is stretched as result of frugality

Amid rationalisation in purchasing, more added-value products gain ground

The gap between multinationals and local players shrinks

Knowledge of Brazilians’ sensorial identity is a way of adding value

The outlook is positive as faster innovation pace is linked with market maturity

MARKET INDICATORS

MARKET DATA

SOURCES

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