Polishes in Greece

PROSPECTS

Shoe polish gains value share within polishes and outperforms other polishes

Shoe polish is a mature category and sales are declining as a result. However, the decline in sales is significantly slower compared to the category average.

Construction trends and home aesthetics are unfavourable to polishes

Sales of floor polish and furniture polish continue to post a strong decline in sales. This is largely down to changes in aesthetics and construction trends.

Maturity and lack of investment hinders growth potential

Polishes is a dated category that is suffering from maturity and lack of investment from companies that could stimulate consumer attention to the category. Furthermore, changes in lifestyle trends and consumer aesthetics are also hindering growth potential.

COMPETITIVE LANDSCAPE

Gr Sarantis leads sales of polishes

Domestic manufacturer GR Sarantis leads sales in polishes in 2018 with Camel. The company posted the largest growth in value share.

Bolton Hellas and SC Johnson & Son Hellas are the leading multinational players

Bolton Hellas and SC Johnson & Son ranked second and third respectively in polishes in 2018, being the leading multinationals in the category, followed by Reckitt Benckiser which ranked fourth in total polishes. Reckitt Benckiser is present in shoe polish and Bolton Hellas and SC Johnson & Son are present in floor polish and furniture polish.

Private label products gain value share

The value share of private label products within polishes increased at the end of the review period. This is down to the limited presence of branded products in floor and furniture polishes, which translated to less competition for private label.

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