Competitive Landscape
Sc Johnson and Reckitt Benckiser Lead Stable Landscape
The polishes market in New Zealand is highly concentrated, with SC Johnson & Son (NZ) maintaining its lead with a 51% share in 2025, and Reckitt Benckiser New Zealand holding a 13% share. SC Johnson & Son reinforces its position through convenient formats like sprays and wipes, while Reckitt Benckiser is expanding into floor polish with low-residue formulas.
Emerging Players and Innovation Drive Future Growth
Emerging players like EcoShine and GreenHome polishes are performing well in New Zealand's polishes market, particularly in furniture and floor polish. Their success is driven by a focus on sustainability, non-toxic formulations and biodegradable ingredients, appealing to eco-conscious consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Polishes in New Zealand?
- How are products distributed in Polishes in New Zealand?
- 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 New Zealand - Category analysis
Key Data Insights
Convenience-Driven Innovation Drives Modest Value Growth
Convenience-Driven Innovation Drives Modest Value Growth
Sc Johnson Leads Innovation with Pledge Furniture Wipes
Furniture Polish as Largest Category, While Shoe Polish Remains the Best-Performing
Convenience and Sustainability Set to Drive Future Growth
Furniture Polish to Remain Largest Category as Metal Polish Gains Ground
E-Commerce and Private Label Products Set to Expand
Sc Johnson and Reckitt Benckiser Lead Stable Landscape
Emerging Players and Innovation Drive Future Growth
Supermarkets Channel Leads Sales of Polishes
E-Commerce Gains Traction as a Distribution Channel for Polishes
Direct Selling Brands and Eco-Friendly Retailers Shape Innovation
Home Care in New Zealand - Industry Overview
Home Care Sees Strong Growth Driven by Smart Home Care Expansion
Key Data Insights
Home Care Sees Strong Growth Driven by Smart Home Care Expansion
Laundry Care and Toilet Care Dominate Sales as Health and Wellness Trends Accelerate
Sustainability Concerns Inform Innovation
Laundry Care and Dishwashing to Remain Dominant with a Sustainability Focus
Technology and Convenience Set to Drive Further Growth
Health and Wellness Trends Shape Home Care Choices
Reckitt, Unilever and Sc?Johnson Maintain Leadership through Innovation and Distribution
Emerging Players and Innovation Drive Future Growth Opportunities
Supermarkets Channel Dominates Home Care Distribution
E-Commerce Gains Traction through Convenience and Variety
Emerging Brands Focus on Sustainability and Wellness
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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