Polishes continues to play a minor and decreasing role in Switzerland. Despite consumers spending more time at home during 2020, with more time cleaning due to higher standards of home hygiene, the act of polishing floors, furniture, or other items remains insignificant.
Floor polish sees the sharpest declines in 2020, with all polishes suffering from ongoing and increasing strong competition from other, more convenient and often less expensive products. For example, as seen with floor cleaning systems, multi-purpose cleaners, and other speciality household cleaners.
Breaking the pattern seen across most other home care categories, SC Johnson AG maintains a small lead ahead of Migros in polishes in 2020, although competition remains tight between SC Johnson’s Kiwi brand and Migros’ second-placed Rapi. Migros also holds third place with its Pial brand, albeit with smaller shares.
Future sales of polishes are set to continue decreasing, albeit at a slightly more moderate level than seen in 2020. This will mainly be due to the minimal recovery of shoe polish once consumers start resuming more of a normal and active (away from home) life, working from an office again, going out for dinner and socialising, and attending events that require a little more formal attire.
Specialty polishes with such high competition from alternatives, such as floor polishes, are not expected to recover over the forecast period and simply continue their rapid decrease in demand and sales. This is due to the ongoing developments in alternative categories, which offer high levels of cleaning capacity for lower amounts of effort and time, along with a versatility which singular/speciality polishes do not offer.
Metal and furniture polish are expected to continue residing at low, slightly declining levels, as consumers with more high-maintenance items and furniture at home, such as antiquities, certain jewellery or décor, are likely to continue purchasing their most trusted products and brands. However, this consumer audience remains niche and such speciality products and polishing needs are generally deemed to be old-fashioned and becoming obsolete, therefore there is little scope for developments or growth beyond that which has already been seen.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Polishes research and analysis database.
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