Polishes witnessed negative retail value sales growth in 2020, as Slovakian consumers focused their attention on surface care products with antibacterial and disinfectant properties. With the evident health threat from COVID-19, home care products with perceived hygiene benefits were considered a priority and saw higher demand from consumers.
Shoe polish is the largest category within polishes in Slovakia and also saw the biggest decrease in retail value sales in 2020. Health and beauty specialist retailers have the biggest value share in polishes in Slovakia and as many specialised retail stores such as these offer shoe polish for purchase and as they were closed for a while to curb the spread of the pandemic, retail value sales of shoe polish declined.
SC Johnson sro remained the leading player in polishes in 2020. Its stronghold in polishes is well rooted and was consolidated over the review period thanks to its quality products and marketing campaigns that helped the company gain consumers' trust.
Polishes are not expected to gain much ground during 2021 while fears of getting infected by COVID-19 is likely to prevail, consequently constant retail value sales growth is expected to continue declining, albeit at a slower rate than in 2020. Furthermore, an increase in government restrictions to curb the spread of the virus as seen during 2020 will have a negative impact on sales of polishes, but especially shoe polish.
Product development of polishes is expected to lag over the forecast period as manufacturers are likely to rather focus on home care categories where consumers’ interest has been growing as a result of the pandemic. Polishes is considered to be a niche category and manufacturers will have to spend money on consumers' education which seems to be a crucial aspect to unlock further growth in polishes.
Slovakian consumers increasingly prefer more convenient product formats and applications in polishes. This was particularly true in furniture polish, where the spray format was most popular over the review period.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Slovakia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Polishes research and analysis database.
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