Polishes in Brazil

PROSPECTS

Polishes dwindles as home cleaning priorities change

The wide variety of Brazilian households in terms of property size, the number of dwellers and the type of flooring is not fully compensating for the steady decline of polishes. Among the newest consumers, polishes are seen as superfluous within the home care basket, resulting in millennials losing the purchase habit.

A makeover is needed to reinvigorate prospects for polishes

Polishes continues to struggle for its survival in view of the diminishing habit among younger consumers, the housing style in Brazil and the country’s demographics. A focus on innovation and well-articulated communication might revive sales and convince Brazilian consumers of the necessity of polishes.

Ethical consumption prompts consumers to take care of their shoes

Unlike other polishes categories, shoe polish continues to witness an upward trend driven primarily men taking better care of their leather footwear. Despite the more relaxed work dress code, consumers in Brazil are increasingly choosing fewer but higher-quality pairs of shoes as part of more ethical consumption.

COMPETITIVE LANDSCAPE

Players’ participation remains stable despite sales of polishes diminishing

Despite polishes waning, players’ participation remained unchanged in 2019 in terms of position and value share. Local companies are strongly present and include Cera Ingleza Indústria e Comércio Ltda (Ingleza), K & M Indústria Química Ltda (Brilho) and LM Indústria Comércio Importação e Exportação Ltda (Politriz).

Private label witnesses the least participation

As major retailers observe the decline of floor and furniture polish with no particular breakthrough to reinvigorate sales, polishes is seen as the least promising category and is losing shelf space even in comparison to low-end categories such as chlorine-based bleach. Shoe polish is at odds with overall polishes, seeing the increasing movement of footwear retailers offering shoe polish in an attempt to increase their average margins with peripherals alongside consolidation of their brand as a synonym for shoe care.

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