Polishes were largely unaffected by COVID-19. Of course, the less frequent visits to offices as a result of the pandemic impacted sales of shoe polishes and consumers prioritised cleaning to stop the spread of COVID-19 over conditioning cleaners such as polish.
Shoe polish remains the most significant product area in terms of value sales in 2021. 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.
SC Johnson continued to lead polishes in 2021 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.
Over the forecast period, sales of polishes are expected to continue to develop as they did during the pre-pandemic times, seeing a moderate performance, mainly generated in shoe polishes. No major factors are predicted which could inflate sales of the category in the period to 2026; however, as modern grocery retailers expand in Kazakhstan over the forecast period, there will be greater opportunities for new product developments, emerging and specialist brands, and broader product portfolios.
The major threat to the performance of the polishes category is related to the changes in footwear fashion in Kazakhstan. This is especially evident amongst the younger generation, who tend to prefer more casual fashion to the classic official outfit fashion.
Polishes remains a rather niche product area in home care products in Kazakhstan due to higher price points and non-essential positioning overall. While polishes is anticipated to maintain value growth over the forecast period, volume sales may be restricted as polishes tend to be periodical purchases.
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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.
If you're in the Polishes industry in Kazakhstan, 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.
This report originates from Passport, our Polishes research and analysis database.
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