Polishes largely unaffected by COVID-19, with the similar value growth as in 2019. Volume growth was lower than in 2019.
SC Johnson continued to lead polishes in 2020, thanks to the success of its leading brands, Salamander and Pronto (also known as Pledge). Salamander has a strong reputation as a high-quality shoe polish, traditionally well-known in post-Soviet countries as being associated with premium footwear.
Shoe polish is the most significant product area, in terms of value sales. This is thanks to the long tradition of fashion-conscious Kazakhstan consumers finishing off their carefully-styled outfits with a pair of shiny, polished shoes.
Shoe polish is by far the largest product area in polishes in Kazakhstan and it is expected to continue as before, with similar value and volume growth and no direct effect from COVID-19. While floor, furniture and metal has been registering high value growth prior to COVID-19, they will register lower value growth, though still healthy value growth over the forecast period.
Polishes remains a rather niche product area amongst home care products in Kazakhstan. This is due to higher price points and non-essential positioning overall.
Polishes has been a small, undeveloped product area in Kazakhstan, so there is scope for growth in new products and distribution channels alike. Typically, the most popular of the polishes, shoe polish, is more widely available; with the more niche variants, such as metal polish, available via channels such as supermarkets.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Kazakhstan 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.
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This report originates from Passport, our Polishes research and analysis database.
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