Polishes in Canada

PROSPECTS

The trend for vinyl flooring negatively impacts floor polish, as consumers prefer vinyl for its easy upkeep

The trend to have wooden flooring is declining in Canadian households, as Canadians 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 wood.

The rise in professional employment aids demand for shoe polish, however, an increased interest in athleisure footwear is set to dampen sales

The increasing interest in athleisure products in Canada, namely among younger generations, has negatively impacted sales of formal footwear. In turn, this has decreased the need for shoe polish, as athleisure shoes tend not to be polished.

Renovations increase the demand for metal and furniture polish as consumers aim to increase the appeal of their homes

Canadians understand the value of investing in their homes, with nearly half of Canadian homeowners planning to renovate their houses, as they believe it will bring increased value. Remodelling the kitchen is one of the most popular maintenance and repair projects, and such an investment is expected to increase the resale price of their homes as well as spurring modest growth for large cooking appliances.

COMPETITIVE LANDSCAPE

SC Johnson & Son dominates, offering the three most popular products; Kiwi, Pledge and Tana

In 2019, SC Johnson & Son Inc slightly grew, increasing its lead in polishes, with their Kiwi shoe polish brand driving the growth in the whole landscape. SC Johnson & Son Inc offers the three most popular brands in polishes; Kiwi, Pledge and Tana.

The metal polish landscape is small, however, new entries could shake up the competition

The metal polish landscape is unique in polishes, in that no one brand owns more than a third of value share. However, Reckitt Benckiser Canada Inc holds over half of the share when it combines the results of its leading offerings Brasso and Silvo.

Kiwi dominates shoe polish, however, Canada’s Moneysworth & Best is slowing gaining popularity

Shoe polish in Canada is primarily dominated by international players, with SC Johnson & Son, through local distributor Kiwi Canada, holding the largest share. With limited innovation and a matured landscape, there has been a lack of investments in shoe polish.

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