Polishes in Saudi Arabia

PROSPECTS

Design trends and dust pollution boost demand for furniture and floor polish

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.

Shoe polish benefits from high personal grooming standards among Saudis

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.

Lack of innovation could pose challenges for polishes

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.

COMPETITIVE LANDSCAPE

Kiwi and Pledge are the overall leaders in polishes in 2018

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 continues to lead metal 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.

Private label Panda gains ground thanks to its competitive price positioning

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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