Value sales of floor polish decreased by 4% in 2015. One of the main reasons for the continuing decline in sales is the replacement of such specialised products with multi-purpose cleaners from the surface care category. The latter’s efficiency satisfies consumers, which leaves limited need for specialised floor polish. Floor polish generated 11% of total category sales in 2015, and its diminishing popularity is inhibiting the faster development of the whole category.
SC Johnson managed to lead sales with a 48% value share in 2015. Its success was achieved thanks to a well-diversified product portfolio, which the company operates across all polishes categories. Its brands Kiwi, Mr Muscle and Pronto are considered to be of a high quality and effective, which justifies their slightly higher prices when compared with products offered by domestic players.
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Over the forecast period, value sales of polishes at constant 2015 prices are expected to stagnate. This will be a result of the further replacement of some products with more widely used universal cleaners. Polishes is set to diminish in importance, particularly among some price-sensitive consumers, who regard such offerings as unnecessary.
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The Polishes in Poland market research report includes:
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