Competitive Landscape
Leading Companies Maintain Strength through Innovation
Werner & Mertz GmbH remained the leader in polishes in Germany in 2025, holding a 28% retail value share with its Erdal brand, which also remained the leading brand. Poliboy Brandt & Walther GmbH (Poliboy) and SC Johnson GmbH (Pronto, Mr Muscle) maintained their second and third positions with value shares of 22% and 16% respectively.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Polishes in Germany?
- How are products distributed in Polishes in Germany?
- 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 Germany - Category analysis
Key Data Insights
Rising Unit Prices and Improved Products Drive Value Growth
Rising Unit Prices and Improved Products Drive Value Growth
Multifunctionality and Smart Packaging Drive Innovation and Growth
Shoe Polish Sees Solid Volume Growth, Driven by Grooming Trend
Rising Demand for Eco-Friendly Products Expected to Drive Innovation
Shoe Polish to Remain Resilient
Challenges From Newer Products and Changing Consumer Preferences
Leading Companies Maintain Strength through Innovation
Health and Beauty Specialists Leads Polishes Distribution, but Retail E-Commerce Grows
Home Care in Germany - Industry Overview
Growth in Home Care as Incomes and Confidence Are on the Rise
Key Data Insights
Growth in Home Care as Incomes and Confidence Are on the Rise
Laundry Care Dominates Sales with Established Consumer Habits
Sustainability Drives Evolving Product Formats
Sustainability Also Evident in Ingredients and Packaging
Laundry Care Will Maintain Its Dominance, but Home Insecticides Set to See the Strongest Rise
Sustainability Expected to Drive Innovation and Growth
Digital and Demand for Convenience to Reshape Home Care
Henkel and Procter & Gamble Maintain Their Leading Positions
Everdrop Turns Sustainability into Brand Strategy with Success
Health and Beauty Specialists Leads, Closely Followed by Discounters
Retail E-Commerce Gains Traction with Convenience and Variety
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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