Volume sales of polishes generated positive growth in 2020, and have continued to do so in 2021. The category has been largely unaffected by the pandemic, although the return to the workplace after lockdown in 2021 has seen a marginal increase in sales of shoes polishes.
Volumes growth in 2021 may also have been supported by a slowdown in price growth. In actual terms, prices across the category have been in decline since 2017, reflecting the relative lack of innovation in the category, challenges for manufacturers to find ways of adding value and an increase in private label offer from international modern grocery brand operators including Auchan and Monoprix.
Although the Tunisian home care industry continues to evolve, there are not yet ant domestic brands generating visible share in polishes. All products are imported and distributed by local brand operators and as a result the category is dominated by international brands like SC Johnson & Son Inc’s Kiwi.
Polishes are set to remain niche products in the Tunisian home care sector, with availability limited to modern grocery channels. Metal and furniture polishes in particular have a very small upper-income consumer cohort due to their prices.
Tunisia is undergoing a rapid change in footwear trends, in line with global patterns. Younger consumers in particular are buying less formal footwear, preferring instead sports shoes or other more casual footwear.
Polishes has been characterised by a lack of innovation, but there are still plenty of consumer demands that remain unmet, and that offer the potential for product development. Product launches over the forecast period that target modern consumer expectations that offer ancillary benefits such as protection, durability, waterproofing, disinfecting and/or revitalisation rather than just shining could see significant consumer interest.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
See All of Our DefinitionsThis report originates from Passport, our Polishes research and analysis database.
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