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Rising urbanisation, growth in white collar employment and improvements in per capita income levels should all help to sustain the positive development of polishes in Pakistan over the forecast period. The category also looks set to benefit from the fact that young consumers, who constitute 57% of the entire population, are becoming increasingly brand-conscious and therefore more inclined to choose branded polishes products over traditional alternatives.
Shoe polish is expected to remain the largest and most dynamic polishes category in Pakistan over the forecast period. Growth in the numbers of young people and working professionals in the country will help to sustain robust demand in the category, as will marketing campaigns for leading brands and improvements in personal grooming standards.
Historically, demand for metal, floor and furniture polish products in Pakistan has been hampered by the widespread use of traditional alternatives such as acid, kerosene and bleach for cleaning and shining household surfaces. Also, many consumers are reluctant to polish metal and furniture themselves, and so hire professionals for such tasks.
Reckitt Benckiser remained the overall leader in polishes in 2017 with its Guerlain Cherry Blossom brand. The success of this brand is attributable to several factors, including a nationwide distribution network, strong consumer loyalty, frequent in-store promotional initiatives and a reputation for increasing the durability of shoes.
Kiwi from Peridot Products remained the second leading brand in polishes by a significant margin in 2017. This brand registered steady value share gains throughout the review period, benefiting from the trend that saw many consumers in Pakistan switch from traditional unbranded alternatives to branded polishes products for the first time.
Small brands continued to account for a substantial value share in polishes in Pakistan in 2017. Such brands compete at lower price points and target budget-conscious consumers, mainly in smaller cities and towns, whereas bigger brands like Cherry Blossom and Kiwi appeal to consumers seeking higher quality.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Pakistan with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Polishes industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
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.