Competitive Landscape
Kiwi Continues to Lead Thanks to Its Quality and Distribution
The polishes market in Malaysia is concentrated, with the top two brands, Kiwi and Pledge, holding a significant combined share. In 2025, Kiwi maintained its lead with a 38% share, followed by Pledge on 17%.
Jades & Easystone's New Aureo Shoe Polish and Shoeshine Sponge
In May 2025, Jades & Easystone Sdn Bhd launched the Aureo Shoe Polish and Shoeshine Sponge in Malaysia, targeting discerning consumers who prioritise premium leather care and effortless shoe maintenance. The polish, available in Natural, Black and Brown variants, offers deep nourishment, colour enhancement and long-lasting protection, while the sponge delivers instant shine with ease of use.
No Significant Mergers or New Launches Expected
There were no significant mergers or acquisitions in the polishes market in Malaysia in 2025, and none are anticipated in 2026. The competitive landscape remained relatively stable, with no major changes in the leading companies' shares.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in Malaysia 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 Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Polishes in Malaysia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Polishes in Malaysia?
- Which are the leading brands in Polishes in Malaysia?
- How are products distributed in Polishes in Malaysia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Polishes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Polishes in Malaysia - Category analysis
Key Data Insights
Premium Formulations Drive Sales Growth and Polish Market Expansion
Premium Formulations Drive Sales Growth and Polish Market Expansion
Shoe Polish Remains the Largest Category
Enhanced Quality Trend Shapes Polish Market Dynamics
Premium Formulations and Sustainability Will Drive Future Sales
Shoe Polish Will Remain Dominant, While Furniture Polish Will Face Challenges
E-Commerce Growth Slows as Physical Stores Maintain Their Dominance
Kiwi Continues to Lead Thanks to Its Quality and Distribution
Jades & Easystone's New Aureo Shoe Polish and Shoeshine Sponge
No Significant Mergers or New Launches Expected
Supermarkets and Hypermarkets Lead Polish Sales through In-Person Inspection
Retail E-Commerce Drives Growth with Wider Product Selections and Promotions
Omnichannel Presence Key to Capturing Growing Demand
Home Care in Malaysia - Industry Overview
Resilient Home Care Market Driven by Economic and Demographic Factors
Key Data Insights
Resilient Home Care Market Driven by Economic and Demographic Factors
Laundry Care Dominates Market Share
Kao Malaysia Drives Sustainability with Eco-Friendly Launches
Laundry Care Will Maintain Its Dominance
Sustainability Will Drive Innovation and Growth
Targeted Products to Gain Traction among Younger Consumers
Sc?Johnson and Unilever Continue to Lead
New Products From Kao and Pipper Standard
Opportunities Arise From Sustainability and Innovation
Grocery Retailers Dominate Sales
E-Commerce Gains Traction with Convenience and Promotions
Digital Channels to Continue Growing with Consumer Behaviour Shift
Country Reports Disclaimer
The following categories and subcategories are included:
Polishes
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Polishes research and analysis database.
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