Over 2021, retail volume and current value sales decreased faster across the already declining polishes. The lockdown, and pandemic in general, made polishing even less of a priority, with consumers focusing almost entirely on cleaning and disinfecting surfaces.
Polishes continued to suffer from a lack of investment from manufacturers in 2021. With demand declining, there has been a lack of investment in new product development, and, therefore, little to reignite consumer interest and stimulate demand.
In 2021, Werner & Mertz continued to lead overall polishes with a 23% value share for its shoe polish brand Erdal. It was followed by Poliboy Brandt & Walther GmbH with its iconic brand Poliboy, which is present across most of polishes, has a strong presence across multiple retailing channels and enjoys a strong brand reputation in Germany.
Specialty polishes such as floor polish due to high competition from alternatives, including floor cleaning systems, are not expected to recover over the forecast period, and simply continue their rapid decline in demand. This is due to the ongoing developments in alternative categories, which offer high levels of cleaning capacity for lower amounts of effort and time, along with a versatility which singular/specialty polishes do not offer.
Demand for polishes in Germany was already declining prior to the pandemic. Sales are generally falling due to a lack of interest amongst local consumers in regular polishing, particularly as it requires a certain amount of time and dedication in addition to other cleaning activities.
Polishes in Germany faces another challenge when it comes to growth potential, which is the design of local households and interiors. With more modern designs being preferred by many Germans, demand for items that might require polishing is diminishing strongly.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Germany 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 Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of shoe, floor, furniture and metal polish.See All of Our Definitions
This report originates from Passport, our Polishes research and analysis database.
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