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Learn moreFeb 2019
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Even as unfavourable economic conditions constrained demand for many types of task-specific home care products in Saudi Arabia, polishes showed an improved performance in retail volume and current value growth terms in 2018. One of the main reasons for this was sustained demand in furniture and floor polish, with both categories benefiting from the fact that local consumers tend to be quite house-proud.
While shoe polish posted a marginal decline in retail volume sales in 2018, it was not as negatively affected by increased budget-consciousness among consumers as many other home care categories. This was due to the fact that Saudis tend to be very particular about maintaining a well-groomed appearance.
In contrast to most other home care categories, polishes did not witness any notable innovations or new product launches in 2018. This could make it harder for manufacturers to maintain consumer interest over the forecast period, particularly as polishes continues to face growing competition from other categories such as surface care.
Kiwi from Dawliah Holding Group was the leading brand in polishes in value terms in 2018, with Pledge from Basamh Trading Co finishing a close second. Kiwi continued to hold a dominant position in shoe polish, while Pledge remained the clear leader in furniture polish.
Smac from Baazeem Trading Co remained the leading brand in metal polish in 2018. This brand is widely available in Saudi Arabia, and enjoys highly visible shelf positions in most retailing channels.
Panda, which competes in furniture polish, was the only private label present in polishes in Saudi Arabia in 2018. Its value share in furniture polish was up substantially on 2017 thanks to its affordable price positioning, frequent in-store promotions and the expansion of the Panda retail network.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Saudi Arabia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Polishes industry in Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.