In 2021, retail value sales of polishes returned to positive growth. After a year of declines in sales, largely due to the effect of the COVID-19 pandemic, polishes started seeing a turnaround in fortunes from the second half of 2021, with the reopening of businesses and schools and the resumption of travel playing a sky role in demand for the key category of shoe polish.
Kiwi Canada continued to hold the leading position in polishes in 2021, and saw a slight increase in its value share. The company’s strength lies in shoe polish with its Kiwi and Tana brands dominating the product area.
Manufacturer investment in polishes in Canada is limited, as is new product development, which hurts the category’s performance. Consumers are driven by convenience and ease of use, preferring multi-purpose products that can be used across surfaces.
The increasing interest in athleisure products in Canada, namely among younger generations, has negatively impacted sales of formal footwear and in turn sales of shoe polish. Nearly eight out of every ten jobs in Canada are professional jobs, such as sales representatives, IT-related positions, or customer service representatives.
Furniture polish was an unstable category before the pandemic, and its future shows a steady decline. This is mainly due to modern furniture not needing to be polished, and consumers preferring multi-purpose cleaners to clean such surfaces.
The trend to have wooden flooring is declining in Canadian households, as consumers are gravitating towards vinyl flooring. Vinyl flooring is increasing in popularity, as it is available in a host of different designs and requires much less upkeep than wooden flooring.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
See All of Our DefinitionsThis report originates from Passport, our Polishes research and analysis database.
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