Polishes in the US - New Study Released

Sales of floor, furniture, and shoe polish declined by 6%, 6%, and 1% respectively for 2014. In recent years, the growing trend of urbanisation pushed consumers to move around more often, and has consequently given rise to a more rent-based real estate. This means consumers feel a weaker sense of ownership, and thus responsibility, when it comes to maintaining their floors and their furniture, leading to declining demand for floor and furniture polish. Unit prices for furniture polish even dropped by 2% in 2014 and both witnessed sales decline by a quarter during the review period. Shoe polish was marginally better, declining by only 8% over the review period. Shoe polish marginally benefits from growth in designer footwear, but the larger trend towards casual footwear has made it difficult. In addition to larger fashion and socioeconomic trends, these three polishes struggle because consumers have become more apathetic towards rigorous cleaning, increasingly opting for more convenient ways to maintain household surfaces or paying other people to do the cleaning for them, subsequently cutting into sales growth.

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Competitive Landscape

Kiwi Brands continued to lead polishes in 2014, gaining one percentage point to hold 27% value share. The brand managed to sustain its value since being acquired by SC Johnson in 2011, and competes entirely in shoe polish. Kiwi controlled 77% value share of shoe polish in 2014 and is basically synonymous with shoe polish in the US, with many retailers choosing to stock only the Kiwi brand in their shoe care aisles.

Industry Prospects

Polishes is expected to decline by a value CAGR of 2% at constant 2014 prices. Overall conditions are not expected to change dramatically during the forecast period, as consumers are expected to remain apathetic towards work-intensive household chores and maintaining the quality of their floors, furniture and shoes.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Polishes industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in USA market research report includes:

* Analysis of key supply-side and demand trends  
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country



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