At the height of the pandemic in 2020, demand for polishes fell significantly, largely driven by the two largest categories by value, namely floor and shoe polish. The core reason for poor sales performance is that polishes are viewed as luxuries by many South African households, and as a result, can be sacrificed in times of economic turmoil.
Demand for polishes marginally improved in 2021, as consumers started to welcome guests back into their homes, driving demand for shiny, well-polished floors. While school closures were largely responsible for declining sales of shoe polish in 2020, sales improved in 2021.
Rankings amongst the leading companies in polishes remained unchanged in 2021, with Reckitt Benckiser continuing to dominate the category, followed at some distance by SC Johnson & Son. Reckitt Benckiser’s success in polishes is largely attributed to consumer loyalty to its Cobra brand, which leads the largest category of floor polish.
Despite a mild improvement in 2021, demand for polishes is set for further decline over the early part of the forecast period, led by subdued performances by floor and metal polish. Demand for furniture polish will remain weak but positive, linked to changing consumer preferences in terms of their furniture, flooring and décor within their homes.
Shoe polish is expected to grow in both volume and value terms over the forecast period. The essential nature of these products is expected to benefit manufacturers, as consumers continue to buy these products for their daily needs.
While the largest category of floor polish is set to decline in volume terms, it offers some potential for value growth (at constant 2021 prices) due to a further rise in the average unit price. Demand for floor polish is expected to be driven by mid- to high-income consumers who see the need to not only wash, but also polish their floors.
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This is the aggregation of shoe, floor, furniture and metal polish.See All of Our Definitions
This report originates from Passport, our Polishes research and analysis database.
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