Polishes in Portugal

PROSPECTS

Consumers’ lifestyles do not favour sales of polishes

In 2019, polishes maintained the declining trend seen throughout the review period in both retail volume and current value terms, with declines seen across all categories. Changing lifestyles led consumers to choose more practical and simpler to clean materials for furniture and flooring, and to reduce the amount of time dedicated to cleaning.

Furniture polish remains the biggest category but sees a strong decline

Amongst the polishes categories, furniture polish remained the largest in value terms in 2019, although its decline was stronger than in any other year of the review period. More modern types of furniture generally do not need specific care.

Floor polish negatively affected by new flooring types

Modern, easy to clean flooring continued to hamper the growth of floor polish in 2019, which saw the steepest decline within polishes. New constructions and refurbishments use laminated and floating floors instead of wood or parquet, and these types of flooring do not require the use of a specific polish for their care.

COMPETITIVE LANDSCAPE

F Lima leads polishes thanks to a presence in three of the four categories

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 floor cleaners

Some brands which are well-established in both 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 consumers avoid using polishes altogether.

Little chance of new entrants, and private label share growth expected to be limited

The low penetration and sales of polishes means new brands are not attracted to enter the category. In addition, the leading brands in each category are already well-established due to their high awareness, which would hamper the growth of any new entrants.

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