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 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.
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 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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