Demand for polishes increased in 2021 thanks to educational institutions opening up and professionals going back to work as life normalised during the year. Rapid urbanisation, a rising middle income group and the overall trend of many consumers shifting to branded polishes continued to drive sales growth of polishes.
Reckitt Benckiser Pakistan Ltd continued to lead polishes with its popular brand Guerlain Cherry Blossom during 2021. The brand’s leadership can be attributed to several factors including a strong distribution network that makes the product readily available across at all distribution channels, strong consumer loyalty as the brand is perceived to increase the durability and maintain the quality of shoes for longer and the brand’s significant in-store promotional activities.
Small brands covered in ‘others’ continued to retain a sizable value share of polishes in Pakistan during 2021. Smaller brands, available at less expensive price points, generally target price sensitive consumers in smaller towns and cities while the bigger brands such as Kiwi (Peridot Products Ltd) and Guerlain Cherry Blossom target quality conscious consumers.
Over the forecast period, retail value sales growth (at constant 2021 prices) of polishes in Pakistan is expected to largely be driven by an increase in urbanisation, white-collar jobs, literacy as well as higher per capita income. Moreover, with growing awareness of polish brands, consumers are expected to switch from unbranded to branded options thereby contributing to sales growth.
With an increase in the number of working professionals and a young population, the demand for shoe polish is rising, which is a major contributor to the sales growth of polishes in Pakistan. Shoe polish is expected to continue leading value sales of polishes during the forecast period as shoe polish is used the most frequently of all types of polish and have the largest consumer base.
Metal, floor and furniture polish are dominated by imported brands easily available at modern grocery retailers including supermarkets and hypermarkets. With the rise of modern grocery retailers and the resulting increase in supermarkets in the country, consumers are increasingly exposed to imported polish brands.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of shoe, floor, furniture and metal polish.See All of Our Definitions
This report originates from Passport, our Polishes research and analysis database.
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