Polishes in Pakistan

PROSPECTS

Rising living standards in Pakistan bode well for polishes

It is expected that economic development in Pakistan will continue to support strong growth in polishes volume and current value sales over the forecast period. Rising incomes will not only make such products more affordable to many households, but also increase their capacity for spending on more expensive shoes, furniture and other items that require regular polishing to keep them in good condition.

Shoe polish set to continue outperforming other categories

Shoe polish looks set to remain by far the largest category within polishes over the forecast period, and is also projected to be the most dynamic performer in retail volume and current value growth terms. The category will continue to benefit as economic development supports the creation of more jobs in which employees are expected to adhere to strict dress codes, especially white-collar positions.

Metal, floor and furniture polish likely to benefit from entry of new local brands

Furniture, floor and metal polish remained relatively minor categories in Pakistan in 2018. This was mainly due to the fact that many consumers prefer to use traditional alternatives such as acid, kerosene and bleach to clean and shine household surfaces.

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its overall lead in polishes

Reckitt Benckiser continued to lead polishes in value terms in 2018, mainly due to the popularity of its shoe polish brand Cherry Blossom. This brand enjoys a high level of consumer loyalty, as it is renowned for increasing the durability of shoes.

Strong performance of Kiwi continues to support value share gains for Peridot

Peridot Products, which offers the Kiwi brand, remained the second leading player in polishes in 2018. The company’s overall value share rose steadily throughout the review period, as Kiwi is a popular choice among consumers making the transition from traditional alternatives to branded shoe polish products.

International brands expected to gain ground at expense of cheaper competitors

Cheaper brands from smaller local and regional companies accounted for a sizeable value share in polishes in 2018. Such brands are popular among price-sensitive consumers, and tend to have a stronger presence in smaller cities and towns.

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