While many areas in home care have seen an increase in growth linked to the outbreak of COVID-19, demand for polishes declined in 2020, recording a value decline of 2%, compared to marginal growth in 2019. All areas within polish witnessed a decline, while the most significant falls coming from floor polish and shoe polish.
In 2020, furniture polish recorded a deeper decline compared to 2019, recording a 2% decline. With consumers focusing on essential household cleaners, polishes were not as sought after during the outbreak of COVID-19.
Sterling Polish Co extended its lead in polishes in 2020, moving to a retail value share of 50%. The category’s target audience does not generally comprise of younger consumers and so a strong social media presence is not expected as it would not be effective.
Polishes saw a decline in value growth in 2020, linked to working from home and reduced sales of shoe polish, as well as ongoing competition from other household cleaners. Value growth is set to continue declining in 2021, with many consumers expected to continue working from home, dampening sales of shoe polish.
Across the forecast period, growth in polishes is expected to increasingly suffer from competition and substitution from other home care products. As such, advanced surface care formulations will negate the need to purchase separate and specific polishes.
The broader sustainability movement that is impacting Denmark may be positive news for polish across the longer term. This trend is increasing consciousness of the importance of minimising waste.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Denmark 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 Denmark, 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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