Floor polish continued to decline in retail volume terms in 2021. While many areas of home care received a boost from Greece’s COVID-19 restrictions, especially during the initial lockdown in 2020, the same was not true for floor polish.
Value and volume sales of both metal and furniture polish witnessed heavy losses too in 2021. These products are increasingly seen as old fashioned with the younger generation of consumers no longer having items that require polishing.
Shoe polish remains the most important category within polishes. Nonetheless, value and volume sales of shoe polish declined in 2020 and 2021.
Even before the start of the COVID-19 pandemic the athleisure trend had been driving a shift away from formal footwear and towards sports footwear and more casual shoes. This trend gathered pace during 2020/2021 as large numbers of employees switched to working from home and is expected to remain strong even though restrictions have now been lifted.
All three categories are expected to record further declines in value and volume terms over the forecast period, although with sales already at a relatively low level this leaves little room for further decline. Changes in design and home décor trends are set to remain unfavourable to sales of these products, with many in the younger generations no longer familiar with polishes or the benefit of using these products.
Camel is likely to remain the clear leader in polishes, with it being one of the few brands to receive significant investment in new product development and marketing at the end of the review period. The brand benefits from widespread availability across various retail channels and strong brand recognition, with it becoming almost synonymous with shoe polish in Greece.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
See All of Our DefinitionsThis report originates from Passport, our Polishes research and analysis database.
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