Coronavirus (COVID-19) had a negative impact on polishes in France. Over 2020, retail volume and current value sales decreased faster across already declining categories.
Shoe polish has been declining for years, not least because consumers in France are wearing leather shoes less often. Conversely, the use of sneakers (trainers) has exploded.
Polishes in France has been suffering from changing consumer habits and lifestyles, with the regular use of such products appealing to a shrinking consumer base. This trend is especially visible among younger adults, including millennials, who are less interested in the time-consuming maintenance of metal objects, wooden flooring, leather footwear or furniture.
The downward trajectory in sales of polishes is set to continue through the forecast period. New product development and launches are quite low in polishes, and this is likely to remain the case in a declining category.
The strong athleisure trend and more casual workplace environments are expected to continue to negatively impact the demand for shoe polish. Demand is set to remain highly dependent on the type of footwear worn by consumers.
Floor polish and furniture polish remained the largest categories within polishes in retail volume terms in 2020, although lockdown and ongoing COVID-19 restrictions reduced the need or desire to polish floors or furniture. Like shoe polish companies, floor and furniture polish players are looking to the latest trends to add some dynamism in declining categories.
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This report originates from Passport, our Polishes research and analysis database.
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