Polishes in Portugal

PROSPECTS

Consumer lifestyles are not favouring polishes sales

In 2018, polishes maintained the declining trend seen in 2017, across all categories.

Furniture polish sees the smallest decline

Among the polish categories, furniture polish saw the smallest decline in 2018, although its performance was poorer than in the previous year. More modern types of furniture generally demand less specific care, but polish manufacturers have managed to communicate the message that using furniture polish will make cleaning easier, as it is more effective in removing dust and the furniture will stay clean for longer.

Floor polish affected by new flooring types

Modern, easy to clean floor types continue to affect the performance floor polish, which saw a steeper decline in 2018. New construction and refurbishments are using laminated and floating floors instead of wood or parquet, and these types do not require the use of a specific polish for their care.

COMPETITIVE LANDSCAPE

F Lima leads sales of polishes

In several categories, national distributors that import and/or represent international brands have registered considerable dynamism. Holding wide portfolios of brands in different categories results in a competitive advantage when negotiating with retailers.

Floor polishes suffers competition from wash and wax

Some brands which are well established in surface care and polishes, such as Pronto, Novycera, Sonasol and Ajax, have developed specific surface care offerings for cleaning wooden and parquet flooring, claiming similar functions to floor polishes. These have led to less frequent use of polishes, and in some cases have polishes altogether.

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