The COVID-19 crisis had a negative impact on polishes, partly due to the fact that consumers postponed renovation works, given the financial uncertainty, and there were vastly fewer holiday rentals and Air BnB lets, as a result of lockdown restrictions. This affected sale of furniture polishes, while more time spent at home meant that Romanians were less likely to use formal footwear, so demand for shoe polish also declined.
Pronto remained the best-selling polish brand in 2020, driven by its strength in floor and furniture polish. The SC Johnson Wax brand has a long tradition in these two categories, and consumers have high levels of trust in it, which helped SC Johnson Wax retain its dominance in polishes and gain share.
Consumers bought more polishes from e-commerce, as they avoided the risks and inconveniences associated with face-to-face shopping experiences. As a result, e-commerce recorded the strongest channel growth in this category in 2020.
As the economy begins to recover from the impact of the COVID-19 pandemic and Romanians return to activities outside the home, current value growth in polishes will see some improvement. However, these products will remain on a declining trend, since many sub-categories within polishes will continue to see competition from surface care products that have similar properties with added value, such as disinfection.
As consumers seek more comfortable footwear, the demand for shoe polish will also continue to decline. A decline in demand for formal footwear will result from an ongoing preference among Romanians for sports footwear, which is less likely to need shoe polish.
Ecological and natural polish products will become more popular, as greater numbers of consumers become aware of their environmental footprint and seek to avoid using harsh chemicals if possible. This will reflect the types of polishes that are purchased, and any innovation in this category will likely focus on environmental and sustainable formulations and emphasise this in promotional campaigns.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Polishes industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Polishes research and analysis database.
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