Coronavirus (COVID-19) had a mixed effect on polishes in the Netherlands in 2020. Overall, the priority of consumers was hygiene and sanitisation rather than polishing during the pandemic.
While the COVID-19 lockdown helped to push sales of floor polish and furniture polish, the growth in retail volume and current value sales was slow in these categories in 2020. Moreover, COVID-19 accelerated, rather than created, the decline in shoe polish and metal polish.
SC Johnson Benelux retained its leading position in polishes overall in 2020, although the company registered a drop in retail value share. While the player leveraged a strong brand portfolio and wide distribution reach to remain the clear leader in shoe polish and furniture polish, its absence from the fastest growing category, floor polish, helped rivals like HG International, the leader in floor polish, to gain share.
The outlook for polishes in the Netherlands is gloomy. The medium-to-long-term forecast for the category remains negative, although the improvement in demand for floor polish is likely to be sustained into 2021.
The leading brands in each category are well-established and mature. Polishes are low-value items that are infrequently purchased.
Polishes is expected to continue to be hit by the preference for floor, furniture and shoe materials that require a wipe rather than polish, or no real or very infrequent maintenance. While there is unlikely to be strong innovation or new product development, some players may try to offer products that cater to the newer preferences in flooring and furniture materials.
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This report originates from Passport, our Polishes research and analysis database.
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