Polishes in Saudi Arabia

PROSPECTS

Consumers’ pride in their properties is the main factor generating demand for polishes

In 2019 polishes recorded positive growth in current value terms in Saudi Arabia. Consumers buy polishes to maintain their properties in good state and refresh the look and feel from time to time.

Evolving consumer habits are heavily influencing shoe polish

Shoe polish volume sales remained stable in 2019. We observe two counter forces influencing sales of shoe polishes, on the one hand, we have the increasing adoption of informal dress, on the other Saudis remain very diligent with regards to keeping their shoes smart.

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 2019. A lack of innovation is likely to 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 leverage on versatility and consumer trust

Kiwi from Dawliah Holding Group was the leading brand in polishes in value terms in 2019, 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.

Shoe polish showed some signals of liveliness with Collonil marketing

There was little innovation in shoe polish in 2019 but frequent in-store promotional activities. Collonil notably promoted its sponge shoe polish product with buy-one-get-one-free promotions in every store that listed the brand.

Smac continues to lead metal polish thanks to wide retail presence

Smac from Baazeem Trading Co remained the leading brand in metal polish in 2019. This brand is widely available in Saudi Arabia, and enjoys highly visible shelf positions in most retailing channels.

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