Sales of polishes slowed during 2020 due to the negative impact of COVID-19. Consumers prioritised products that offer disinfecting properties with hygiene becoming paramount in order to avoid catching and spreading the virus.
Furniture polish and metal polish experienced a slowdown in value sales in 2020. In addition to lockdown, the closure of small businesses also negatively affected these categories as many of these businesses buy cleaning products directly from chained retailers.
Changing trends and reduced need for polishes over the review period were exacerbated by higher price consciousness since the onset of the pandemic. As consumers prioritised lower cost or private label products, this further stimulated the slowdown in value sales growth in 2020.
The importance of preserving shoes’ quality and standards over their lifespan is decreasing dramatically as fashion and lifestyle evolve, with many footwear players using materials that do not require polishing and also championing the concept of fast fashion. Convenience-driven consumers increasingly prefer casual footwear to traditional leather shoes, particularly as casual dress is becoming increasingly acceptable socially and in the workplace.
Once the pandemic comes under control, vaccines are administered and lifestyles slowly return to normality, sales of polishes will experience some growth, though this is set to be at a slower rate than that seen over the forecast period. This is because consumers will continue to prioritise surface cleaners over polishes.
In terms of distribution, e-commerce was increasingly offering niche players opportunities in polishes which had led this channel to record the fastest current value growth in the year preceding the pandemic. E-commerce is particularly crucial for players whose products cater to specific or unconventional materials.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Estonia 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.
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This report originates from Passport, our Polishes research and analysis database.
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