PROSPECTS AND OPPORTUNITIES
Polishes set to face continuous decline over the forecast period
Polishes has limited potential for growth over the forecast period as most types are set to face ongoing obsolescence, and retailers are expected to allocate less shelf space, thereby narrowing the range of offerings and brand diversity. Shoe polish, however, will demonstrate better resilience, although retail penetration opportunities will remain limited.
Innovation likely to play role in category development
Over the forecast period, new product development is likely to have a significant impact on the development of polishes in Germany. Players will likely aim to develop polishes with improved performance, ease of use or specialised applications to attract new customers.
Polishes faces challenge from newer products and preferences of younger consumers
Many local consumers now favour products that demand less maintenance, aligning with their increasingly busy lives and a growing focus on personal health. This shift in consumer behaviour is followed by a reluctance to support products with adverse effects on the environment or one's wellbeing.
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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 FINDINGS
Despite declining demand for polishes, value sales continue to grow
Shoe polish continues to drive sales in the local market
Werner & Mertz strengthens category leadership in 2024
Polishes set to face continuous decline over the forecast period
Innovation likely to play role in category development
Polishes faces challenge from newer products and preferences of younger consumers
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2024 key trends
Competitive landscape
Retailing developments
What next for home care?
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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