Polishes in Malaysia

PROSPECTS

Furniture polish growth limited by minimal maintenance trend

Furniture polish posted the strongest growth within polishes in 2019, with demand being boosted by growing interest in furniture among younger consumers. This can partly be attributed to the success of new trendy furniture stores such as IKEA, which offers simple and affordable furniture that is particularly popular among millennials.

Shift towards cheaper footwear weakens demand for shoe polish

Sales of shoe polish increased at a low rate in both volume and value terms in 2019 as demand for shoe care products slowed. This is particularly evident as footwear is increasingly available at reasonable prices due to competition among footwear retailers and the convenience of online shopping, especially via platforms such as Taobao, Lazada and Zalora.

Growing popularity of non-leather fashionable footwear represents threat

In addition to music tastes, the Korean pop craze is also greatly influencing how younger people dress in Malaysia. The global phenomenon has given rise to demand for fashionable clothing and footwear among young Malaysians.

COMPETITIVE LANDSCAPE

Kiwi leads shoe polish with varied offer and prime shelf positioning

SC Johnson & Son’s flagship brand Kiwi continues to lead shoe polish in Malaysia. Indeed, Kiwi has become a household name, with the brand enjoying widespread distribution and prime shelf positioning in major stores and offering a range of products with different formats and colours.

Furniture and metal polish sales limited by low maintenance trend

Demand for metal polishes remains limited in Malaysia, while furniture polish sales are significantly higher. This suggests that most consumers do not see the need to maintain metal equipment, but are more concerned about furniture care.

Brasso benefits from lack of competition and strong brand image

Brasso is by far the leading player within metal polish in Malaysia, with the brand’s metal aerosol cans coming in 200ml and 100ml formats and proving popular among consumers. In addition, Brasso also benefits from widespread availability via both modern supermarkets and hypermarkets, as well as smaller traditional grocery retailers.

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