Competitive Landscape
Sc Johnson & Son Dominates with Strong Brand Portfolio
The polishes landscape in Indonesia is extremely concentrated, with SC Johnson & Son (Indonesia) Ltd PT dominating with a value share of 84% in 2025. This dominance is attributed to the enduring popularity of its Kiwi brand, which holds the top position overall and within the largest value category of shoe polish, as well as its Pledge brand, which maintains its lead in furniture polish.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in Indonesia 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 Indonesia, 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 Indonesia 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 Indonesia?
- Which are the leading brands in Polishes in Indonesia?
- How are products distributed in Polishes in Indonesia?
- 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 Indonesia - Category analysis
Key Data Insights
Instant Polish Formats Drive Sales among Younger Consumers
Instant Polish Formats Drive Sales among Younger Consumers
Shoe Polish Dominates Sales Due to Formal Wear Persistence
Upper-Middle and High-Income Households to Drive Premium Sales
Metal Polish Sales Set to Shine with Rising Vehicle Ownership
Sustainability and Digital Integration as Strategic Growth Opportunities
Sc Johnson & Son Dominates with Strong Brand Portfolio
Small Local Grocers Leads Distribution through Proximity
E-Commerce Gains Traction with New and Premium Brands
Home Care in Indonesia - Industry Overview
Wellness, Resilience and the Rise of Clean Labels Drive Significant Transformations in Home Care
Key Data Insights
Wellness, Resilience and the Rise of Clean Labels Drive Significant Transformations in Home Care
Mood-Boosting Ingredients Enhance Emotional Wellbeing
Air Care Sees Dynamic Growth Driven by Convenience and Premiumisation
Players to Drive Growth through Education and Innovation
Laundry Care to Remain Leading Category with a Focus on Health and Wellness
Affordability, Convenience and Innovative Formats to Shape the Future of Home Care
Sayap Mas Utama and Unilever Lead with Strong Brand Portfolios
Emerging Players and Innovation Drive Market Dynamics
Small Local Grocers Leads Home Care Distribution through Proximity
Retail E-Commerce Gains Share with Competitive Prices and Convenience
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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