Polishes in Slovenia

PROSPECTS

Furniture polish shines

Polishes remains one of the smaller categories of home care in Slovenia with it not seen as an essential category within many households. Nevertheless, the category recorded moderate current value growth in 2018.

Improved efficacy and recyclable packaging expected to be seen

The increasing availability of 2-in-1 surface care with polish started to cannibalise sales of polishes over the review period with consumers increasingly looking for convenience and cost savings. Despite this, innovative and new products with improved efficacy and in more convenient formats are expected to support sales of polishes over the forecast period, with sales also benefiting from urbanisation.

Interest wanes in shoe polish

Footwear changed over the review period in Europe, including in Slovenia, with this influencing shoe polish and product features such as formula and application form. Shoe polish is mainly perceived as a legacy product for traditional/formal footwear and is used by many consumers, especially working professionals who wear formal attire.

COMPETITIVE LANDSCAPE

International players dominate polishes

International players dominate polishes, with consumers familiar with their brands. SC Johnson & Son Inc maintained its lead in 2018 with its Pronto brand, which offers a popular range of floor and furniture polish products, and its Kiwi brand which is synonymous with shoe polish.

Local player Ilirija maintains third position

Local company Ilirija dd is ranked third, although it has seen some difficulty in retaining its distribution levels and as a result its value share declined in 2018. Brand loyalty among the more traditional consumer base should help the company to prevent any further significant loss in share over the forecast period.

Private label sees steady growth

Private label increased its value share in polishes over the review period and in 2018, with leading retailer Poslovni Sistem Mercator dd one of the most dynamic players with its Dax range. Despite this private label saw slower growth in this category than in other areas of home care with many consumers still attached to the well-known local and international brands.

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