Polishes in Slovenia

PROSPECTS

Furniture and floor polish are perceived as necessary home care products

Slovenian consumers are generally aware that polish is necessary for proper care of certain surfaces, especially furniture and floor polish, which are considered household essentials. Slovenian homes typically have lots of wooden surfaces including wooden furniture, with parquet flooring also being popular.

Growth of shoe and metal polish is tempered by changes in materials and fashion

Although both shoe and metal polish recorded growth in 2019, this growth was slower than that of other types of polish. Footwear changed over the review period in Europe, including in Slovenia, with this influencing shoe polish product features such as formula and application form.

Polishes benefit from greater economic prosperity and rising sales of goods

The growth and development of Slovenia’s economy is contributing to growth in polishes. It has a direct positive effect, as consumers have more disposable income and can afford more products.

COMPETITIVE LANDSCAPE

Wider availability fuels strong growth for private label

Private label recorded the second fastest growth in 2019, only slightly behind others, which grew the most rapidly. During the review period, the dynamism in private label is shown by a fivefold increase in growth between 2016 and 2017.

Others gains value share as new players enter polishes in Slovenia

Although international players dominate polishes, there is room for competition, as demonstrated by the success of others in 2019. Others recorded the fastest growth in polishes in 2019, maintaining its 2018 growth rate.

Werner & Mertz GmbH enjoys success with Emsal

German company Werner & Mertz GmbH ranks second in polishes in Slovenia, with SC Johnson & Son Inc in first place. Werner & Mertz GmbH’s Emsal brand of floor polish is the only brand to have significantly grown in value share in 2019.

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