Polishes do not account for a large share of the home care market in Romania, and sales rose only slowly over the review period. Polishes value sales increased in 2018, in line with rising disposable incomes.
In the coming years, polishes are expected to start declining in volume and in real value terms. The main reason is the competition from other home care products.
Floor polish witnessed the fastest value growth in 2018. Floor surfaces like laminated parquet have become very popular in Romania, and related products, such as floor polishes, are benefiting.
SC Johnson Wax SRL and Safilar SA lead value sales of polishes in Romania. The success of Safilar SA is mostly due to its strong presence in shoe polish, with its Kiwi brand (of which SC Johnson Wax SRL is the global brand owner), while Pronto, owned by SC Johnson Wax SRL, dominates value sales of floor polish and furniture polish.
Within polishes, consumers generally show high brand loyalty. Consequently, brands with along tradition, such as Kiwi and Pronto, were successful throughout the review period.
There is little new product development within polishes in Romania. These products are becoming rather obsolete and brand owners prefer to focus on other home care products instead.
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This industry report originates from Passport, our Home Care market research database.