Polishes in Nigeria

2020 IMPACT

Home seclusion trend during lockdown reduces demand for dominant shoe polish

With decreasing disposable incomes as a result of the pandemic and subsequent lockdown restrictions, and a greater focus by Nigerians on hygiene and home care products with disinfecting qualities, demand for polishes declined in 2020, as consumers prioritised their spending on perceived essential goods. The category is dominated by shoe polish, and with rising unemployment combined with white-collar employees adopting remote working policies wherever possible in addition to the closure of schools, there was reduced need to purchase shoe polish during the year.

Prioritising of expenditure amongst increasingly price-sensitive consumers results in significant decline for furniture polish

Polishes remained an underdeveloped category in Nigeria at the end of the review period, with the niche of furniture polish the only other significant type apart from shoe polish. In addition, concrete flooring remains prevalent in low- to mid-income Nigerian households, adding to the low uptake of floor polish, with consumers more likely to use diluted bleach for their floor cleaning and polishing demands.

Consolidated competitive landscape led by Kiwi but smaller brands make gains

The competitive landscape of polishes remained fairly consolidated in 2020, led convincingly by shoe polish player Askco Group Nigeria with well-known brand Kiwi, which it locally distributes for global brand owner SC Johnson & Son Inc. Kiwi enjoys strong brand loyalty to some extent due to its reputation as an effective and durable shoe polish, its good quality and affordable pricing.

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