New Market Research Report: Polishes in South Africa

Polishes is already a mature category in South Africa and it registered limited volume growth during 2014. Floor polish continues to account for the bulk of polishes volume sales in South Africa, comprising 69% of total polishes retail volume sales in 2014. Floor polish increase in current value by 7% in 2014, with growth driven by the increase in the average unit price in floor polish rather than volume growth as further marginal declines were recorded in volume sales of floor polish in 2014 following the 2% decline recorded in 2012 and the 1% decline recorded in 2013. This decline can be attributed mainly to gradual changes in the consumer preferences when it comes to floor types as increasing numbers of South African households are abandoning their concrete floors in favour of other types of flooring such as tiles and laminates as rising income levels among South Africa’s mass consumers enables them to purchase more expensive floor coverings such as tiles and laminates, while many are moving to more expensive homes which have these types of floor coverings.

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Competitive Landscape

Reckitt Benckiser South Africa continued to dominate polishes in South Africa during 2014 as its value share increased by one percentage point to 55%. The company’s product portfolio in polishes includes a number of well-established brands with high brand equity across the category. Many of the company’s brands have been present in South Africa for many years and for this reason they enjoy strong heritage associations. Brasso, the leading brand in metal polishes with a 56% current value share, was introduced into South Africa in 1904, for example. Perhaps unsurprisingly, Reckitt Benckiser dominates three of the four polishes categories in South Africa, with the only exception being shoe polish, which is dominated by SC Johnson & Son of South Africa’s Kiwi brand.

Industry Prospects

Leading international companies are expected to continue dominating polishes in South Africa throughout the forecast period, although private label and smaller local companies are likely to make gradual inroads and erode the value shares of these leading multinational players over the course of the forecast period. Faced with declining disposable incomes and the rising cost of living, many South African consumers are expected to become increasingly price-sensitive and the growing acceptance of private label polishes and the openness to try less expensive brands is likely to result in a reduction in the influence of international companies in polishes during the forecast period, resulting in diminished value shares for these multinational players.

Report Overview

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

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