Executive Summary

Feb 2019
PROSPECTS
Polishes to continue declining over the forecast period

Polishes is expected to continue declining in current value terms over the forecast period, with shoe polish showing a particularly steep year-on-year drop in sales. Leather quality is developing so that shoes have less need for shoe polish as the consumer often just needs to wipe the leather with a wet wipe.

Furniture polish also in decline

Furniture polish is expected to continue seeing falling sales in current value terms over the forecast period, hit by increasing substitution by products such as wipes. Increasing sales of private label wipes via hypermarkets, with their lower prices and multifunctional usage, are a major threat to furniture polish growth.

COMPETITIVE LANDSCAPE
Malpyo Industrial Co Ltd continues to lead

Malpyo Industrial remained in the leading position in polishes in 2018. The company has two major types of shoe polish, sponge with liquid polish and solid polish with clear, black and brown colours.

Kangaroo Co Ltd maintains its second position

Kangaroo Co followed Malpyo as the number two player with solid oil, sponge, liquid and spray polishes. Kangaroo has been competing with Malpyo in polishes for over 50 years and it has also invested in various other industries, including cleaning and care products for cars and buildings.

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Polishes in South Korea

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Overview

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

The Polishes in South Korea 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 South Korea?
  • What are the major brands in South Korea?
  • 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 South Korea - Category analysis

HEADLINES

PROSPECTS

Polishes to continue declining over the forecast period
Furniture polish also in decline

COMPETITIVE LANDSCAPE

Malpyo Industrial Co Ltd continues to lead
Kangaroo Co Ltd maintains its second position

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 South Korea - Industry Overview

EXECUTIVE SUMMARY

Home care market affected by chemophobia and climate change
Transparency, natural ingredients and the popularity of consumer appliances
Leading home care players maintain their positions
Desire for safe and comfortable homes boosts natural products
Pessimistic outlook for the forecast period but a chance to rebuild trust

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 Distribution of Home Care by Format: % Value 2013-2018
Table 13 Distribution of Home Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Home Care by Category: Value 2018-2023
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources