Executive Summary

Feb 2019
PROSPECTS
Sluggish growth in furniture polish continues due to niche appeal

Amidst rising house prices and costs of living, the average household in Singapore is cost-conscious and seeks bargain deals for furniture. While there is an increasing proportion of householders who seek bargains, these bargain hunters are also design-centric and aim to create a living environment with furniture that fulfils both cost savings and aesthetic appeal.

Changes in lifestyles reduce demand for shoe polish

Increasingly busy lifestyles leave little time for consumers to polish their shoes. Most choose to replace old and dirty leather shoes with new ones while others turn to shoe-shining vendors in Singapore to have their leather shoes cleaned and polished.

COMPETITIVE LANDSCAPE
SC Johnson & Son Pte Ltd continues to lead shoe polish

Kiwi, a brand under SC Johnson & Son, has made its name synonymous with shoe polish. Similar to the local success of Pampers in nappies/diapers, Singapore consumers typically associate shoe polish with Kiwi.

New entrants target internet retailing

New entrants in shoe and furniture polishes enter via internet retailing to target the wealthy, a specific segment in Singapore’s economy. Internet retailing helps small businesses reduce overall operating and manpower costs significantly and these savings in turn can allow for more resources to fund other areas of development and growth.

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Polishes in Singapore

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Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Singapore 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 Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in Singapore market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Polishes in Singapore?
  • What are the major brands in Singapore?
  • What are the future prospects for the polishes market?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • 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

This industry report originates from Passport, our Home Care market research database.

Polishes in Singapore - Category analysis

HEADLINES

PROSPECTS

Sluggish growth in furniture polish continues due to niche appeal
Changes in lifestyles reduce demand for shoe polish

COMPETITIVE LANDSCAPE

SC Johnson & Son Pte Ltd continues to lead shoe polish
New entrants target internet retailing

CATEGORY DATA

Table 1 Sales of Polishes by Category: Value 2013-2018
Table 2 Sales of Polishes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Polishes: % Value 2014-2018
Table 4 LBN Brand Shares of Polishes: % Value 2015-2018
Table 5 Forecast Sales of Polishes by Category: Value 2018-2023
Table 6 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Home Care in Singapore - Industry Overview

EXECUTIVE SUMMARY

Rising needs remain in mature home care market
Private label is growing in demand
Brand names that remain synonymous with associated products continue to enjoy market dominance
Fragrances and natural eElements introduced into new products
Growth continues to be driven by new product innovation and organic players

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources