Home design trends affect consumers’ choice of furniture and polish consumption. Current trends set a great emphasis on the natural look, combining wooden furniture and textures, even with a modern look.
Although metal is still present in homes, consumers tend to use other surface care products to clean them, such as multi-purpose cleaners. The exception to this is silver and brass polishes, as consumers are more aware of the need for specialised products for these metals.
Shoe polish, the largest area within polishes, is seeing decreasing sales due to changing fashions in menswear. Most workplaces do not impose a strict dress code and it is acceptable to dress casually to work – especially in the developing start-up culture.
Danshar leads polishes due to the popularity of its Kiwi brand, which dominates shoe polish due to its strong image and widespread availability in a range of different formats.
Although the company is not dominant within home care, it is a strong player in packaged food and therefore benefits from widespread distribution, enabling it to supply Kiwi products to most grocery outlets, as well as other retailers such as beauty and health specialists.
Kiwi also offers different polish formats, such as application sponges or creams, allowing consumers to choose their preferred polishing method. Sano Bruno’s Enterprises, which leads overall home care, follows thanks to several metal and furniture polishes that can also be found in large grocery outlets.
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This industry report originates from Passport, our Home Care market research database.