Demand for polishes slowed in 2020 across the category, as the pandemic impacted the economy and consumers’ disposable incomes, resulting in Kenyans prioritising their expenditure. Therefore, many consumers stocked up on essential products including groceries, and home care with disinfecting attributes due to greater hygiene awareness.
Reduced visits to large store-based grocery retailers such as supermarkets resulted in a greater switch towards traditional grocery retailers, with many of these stores situated in small local neighbourhoods, which offer a wide range of basic home care products for those consumers who continued to seek polishes in 2020, due to ease of access. E-commerce also managed to penetrate this category during the pandemic, offering greater convenience through home delivery and competitive prices.
SC Johnson & Sons Kenya with its pioneer brand Kiwi, retained its long-standing dominance of polishes due to the popularity of its shoe polish. The company enjoys strong brand heritage and well-organised distribution, while investing in aggressive marketing.
Decreased disposable incomes, strict social distancing measures and ongoing remote working and learning measures meant that consumers remained cautious with their expenditure at the end of 2020, resulting in prioritising essential home care products. While this attitude is likely to linger into 2021, as restrictions ease and employees and schoolchildren return to the workplace and face-to-face learning, respectively, demand for the dominant shoe polish is set to improve over the year, and record stable demand over the forecast period.
Floor polish is set to record the most impressive performance in volume growth terms over the forecast period, as consumers begin to pay greater attention to the overall look of their homes beyond sanitising. Prior to the emergence of the pandemic, Kenya had seen a rising population of aspirational mid-income consumers who were willing to spend more on keeping their floors and furniture in a good condition.
Companies are likely to increasingly turn to e-commerce as a channel to improve their sales over the forecast period, a trend which emerged during the pandemic in an attempt to compensate disruption to traditional offline channels, amongst the leading brands. Investment in online marketing will also help brands to expand their consumer reach by expanding their audience to younger, urban Kenyans, while e-commerce will appeal to this connected consumer group through convenient home delivery and competitive prices.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Kenya 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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