Competitive Landscape
Reckitt and Sc Johnson Dominate Polishes through Innovation
The polishes market in Australia remained highly concentrated in 2025, with Reckitt Benckiser (Australia) and SC Johnson & Son holding a combined 76% market share. Reckitt continues to lead metal polish with Brasso and Silvo, and dominates furniture polish through Mr Sheen, benefiting from strong brand recognition, consistent marketing and widespread retail availability across supermarkets and online channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Polishes industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Polishes in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Polishes in Australia?
- Which are the leading brands in Polishes in Australia?
- How are products distributed in Polishes in Australia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Polishes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Polishes in Australia - Category analysis
Key Data Insights
Sales Remain Flat as Convenience Innovations Drive Category Shift
Sales Remain Flat as Convenience Innovations Drive Category Shift
Evolving Product Formats Redefine Polish Offerings for Convenience and Premium Care
Brands Drive Growth with Sustainable and Convenient Solutions
Premium Offerings Set to Capitalise on Consumer Willingness to Pay More
Sustainability Requirements and E-Commerce Will Reshape Competitive Landscape
Reckitt and Sc Johnson Dominate Polishes through Innovation
Supermarkets Channel Maintains Dominance as E-Commerce Gains Share for Premium Products
Home Care in Australia - Industry Overview
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Key Data Insights
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Private-Label Expansion Reshapes Competitive Dynamics
Sustainability Initiatives Gain Traction across Categories
Consumers Drive Multifunctional Product Demand
Sustainability to Reshape Product Portfolios and Consumer Expectations
E-Commerce and Private Label Drive Market Dynamics
Leading Brands Maintain Dominance through Innovation and Divestiture
Divestiture Reshapes Competitive Dynamics
Supermarkets Channel Maintains Dominance as E-Commerce Enjoys Further Growth
Bunnings and Chemist Warehouse Lead Emerging Retail Concepts
Country Reports Disclaimer
The following categories and subcategories are included:
Polishes
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Polishes research and analysis database.
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