POLISHES IN SOUTH AFRICA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Headlines

Prospects

Polishes Records Retail Value Growth, With A Retail Volume Decline

Only Shoe Polish Records Both Retail Value and Volume Growth

Conusmer Segments Utilise Different Product Offerings

Competitive Landscape

Reckitt Benckiser South Africa Continues To Lead

Kiwi Remains the Leading Shoe Polish Brand

Polishes Expected To Stagnate in Retail Volume Terms

Category Data

Table 1 Sales of Polishes by Category: Value 2013-2018

Table 2 Sales of Polishes by Category: % Value Growth 2013-2018

Table 3 NBO Company Shares of Polishes: % Value 2014-2018

Table 4 LBN Brand Shares of Polishes: % Value 2015-2018

Table 5 Forecast Sales of Polishes by Category: Value 2018-2023

Table 6 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Executive Summary

Consumers Trading Down To Cheaper Alternatives Due To Challenging Economic Conditions

Players With A Focus on Consumer Needs and Preferences Thrive in the Challenging Environment

Brand Heritage and Recognition Continues To Bode Well for Leading Players, While Product Affordability Remains Significant

Some Players Are Able To Develop New Product Offerings in Response To Challenges

Forecast Period Growth Anticipated To Remain Flat, Driven by Dishwashing and Laundry Care

Market Indicators

Table 7 Households 2013-2018

Market Data

Table 8 Sales of Home Care by Category: Value 2013-2018

Table 9 Sales of Home Care by Category: % Value Growth 2013-2018

Table 10 NBO Company Shares of Home Care: % Value 2014-2018

Table 11 LBN Brand Shares of Home Care: % Value 2015-2018

Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 13 Distribution of Home Care by Format: % Value 2013-2018

Table 14 Distribution of Home Care by Format and Category: % Value 2018

Table 15 Forecast Sales of Home Care by Category: Value 2018-2023

Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Polishes continued to record retail value growth in 2018 whilst retail volume sales have been declining since 2015 and are expected to continue on this path over the forecast period. Floor polish is losing relevance as many South Africans live in houses with cement, tile or laminated wood flooring which does not require specific cleaning products such as polish. Frugal consumers also prefer to use home-made tarnish removers as they simply cannot afford to purchase separate products such as metal...

Euromonitor International's Polishes in South Africa market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Floor Polish, Furniture Polish, Metal Polish, Shoe Polish.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Polishes market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.