The number of office workers in Vietnam has recorded a significant increase, thanks to business expansion and the establishment of new businesses in cities. In addition, Vietnamese consumers are more aware of the need for a professional appearance in the workplace, including having polished shoes.
Demand for types of polish other than shoe polish tends to peak at certain times of the year, such as the end of the year or close to the Lunar New Year. According to tradition, families in Vietnam clean their homes together in preparation for the longest holiday.
SC Johnson & Son Vietnam Co Ltd continues to lead the polishes category, as it is holds a dominant position in both shoe and furniture polishes. There have been no notable new entrants in the category and it is peaking towards maturity, thus company rankings in polishes remained unchanged over the review period.
In the latter part of the review period, polishes witnessed very little new product development, and no significant advertising or promotional activities. However, the innovative changes in closures to aerosol sprays have resulted in some growth due to the convenience they provide.
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This industry report originates from Passport, our Home Care market research database.