COVID-19 negatively impacted retail sales of polishes in 2020. In the early stages of the lockdown, during the panic buying phase consumers prioritised essential home care products, leaving aside non-essential items such as polishes.
Shoe polish is struggling due to the increasing trend towards casualwear including footwear, which is leading to slowing demand for shoe polish as many types of sports-inspired footwear such as “sneakers” are not made from leather and can be simply wiped clean with a cloth. In addition, waterproof sprays rather than polish are also increasing in popularity due to the rapid application of this product, offering greater convenience.
Polishes continued to be dominated by multinational players SC Johnson & Son Inc and Werner & Mertz GmbH in 2020, followed by a stable showing from private label line Denkmit from dm-Drogerie Markt. SC Johnson & Son retained its convincing leadership overall, due to its strength in the largest value product area of furniture polish with its brand Pronto, and its shoe polish brand Kiwi.
The return to wooden flooring and the growing popularity of metal in home decoration will support demand for metal, floor and furniture polish in Croatia in the forecast period. Demand for shoe polish, on the contrary, is anticipated to continue to decline in line with the growing tendency among Croatians to wear sports-inspired footwear instead of leather shoes.
Overall polishes is increasingly perceived as an outdated category and lacks innovation, with furniture polish remaining the largest category in value terms in 2020. Sales are on the decline due to waning interest in deeper cleaning amongst Croatians, as changing preferences relating to furniture materials and décor are leading to increasing demand for simpler and lighter furniture compared to traditional heavy furniture which required regular polish to treat the wood and add sheen.
Floor polish remained the largest volume category in 2020 and offers the lowest average unit price within overall polishes. Some consumers have moved to substitute products such as general multi-purpose cleaners which they use to mop over floors, for instance, particularly as the regular waxing and polishing of parquet flooring, a traditionally popular material in Croatia, and practiced by older generations, requires time and patience which is no longer conducive to the busy lifestyles of many local consumers.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Polishes industry in Croatia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Polishes research and analysis database.
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