COVID-19 impacted polishes negatively in 2020, as volume sales declined by double digits in every category over the year. The category was already in a declining trend over the review period; however, the sales growth further deteriorated with the outbreak of COVID-19 as people were not going out or having people over as much as they normally did, resulting in less need to polish shoes and fewer occasions that prompted a need to polish furniture and floors.
Turkish consumers have always perceived polishes as “nice-to-have” rather than as a necessity. This is why, in a period of economic troubles, the category began to see a marked decline in volume growth in 2018-2019 and current value growth went down due to higher unit prices.
Manufacturers made no new product launches or promotions under polishes due to the negative trend in the category. Moreover, unlike the majority of home care categories, polishes saw no notable increase in its presence in discounters.
Shoe polish is expected to be the only category that will demonstrate positive volume growth over the forecast period. The category’s overall growth is expected to immediately be bolstered by double-digit volume growth in 2021 when conditions normalise after COVID-19, as people will be less reluctant to go out and start returning to work full time.
Floor, furniture and metal polishes are projected to see declining sales over the forecast period since the vast majority of modern Turkish households no longer have metals and furniture that would require polishing. Furthermore, as polishes have traditionally been seen as luxury products, they will not be among Turkish consumers’ list of priorities considering the weakening economy of the country prior to COVID-19 and likely continuing through at least the first few years of the forecast period.
With the exception of Johnson Wax, which ranked second with its Pronto brand in 2020, domestic companies such as leading player Cigir Kimya are expected to continue dominating polishes in Turkey over the forecast period. Johnson Wax gained a higher retail value share in 2020 after gaining ground in the three categories in which it leads; however, Cigar is expected to maintain its higher position in polishes overall on the strength of its leadership in shoe polish.
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Understand the latest market trends and future growth opportunities for the Polishes industry in Turkey 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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