Competitive Landscape
Dawliah Holding Group Continues to Lead the Polishes Category
The polishes category in Saudi Arabia is moderately concentrated, with the top two companies, Dawliah Holding Group and Basamh Trading Co, holding 29% and 22% market share, respectively, in 2025. Dawliah Holding Group maintained its lead with a slight increase from 2024, while Basamh Trading Co’s share declined marginally.
Leading Players Focus on Multifunctionality and Premiumisation
Leading brands continue to maintain their positions through robust product portfolios and wide availability in both online and offline retail channels. For example, Kiwi by Dawliah Holding Group offers multiple formats across shoe polish, emphasising features such as high-gloss shine and leather nourishment.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in Saudi Arabia 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 Saudi Arabia, 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 Saudi Arabia 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 Saudi Arabia?
- Which are the leading brands in Polishes in Saudi Arabia?
- How are products distributed in Polishes in Saudi Arabia?
- 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 Saudi Arabia - Category analysis
Key Data Insights
Growing Demand for Multifunctional Polishes Drives Value Growth in 2025
Growing Demand for Multifunctional Polishes Drives Value Growth in 2025
Furniture Polish Sales Are Supported by Rising Urbanisation
Shoe Polish Records Dynamic Value Growth through Convenience and Added Benefits
Premiumisation and a Digital Presence Are Expected to Drive Future Growth
Furniture Polish Is Set to Maintain the Largest Share with Stable Growth
Metal Polish Is Set to Emerge as One of the Fastest-Growing Subcategories
Dawliah Holding Group Continues to Lead the Polishes Category
Leading Players Focus on Multifunctionality and Premiumisation
Supermarkets and Hypermarkets Lead Sales of Polishes through Convenience
Retail E-Commerce Gains Traction with Rising Internet Penetration
Home Care in Saudi Arabia - Industry Overview
Growth Is Driven by Rising Urbanisation and Changing Consumer Needs
Key Data Insights
Growth Is Driven by Rising Urbanisation and Changing Consumer Needs
Laundry Care Leads Value Sales through Convenience and Premium Appeal
Multifunctionality and Evolving Product Formats Influence Home Care
Laundry Care Is Set to Lead Sales through Premium and Multifunctional Appeal
Changing Consumer Preferences and Localisation Are Set to Influence Innovation
Mood-Boosting Ingredients Are Set to Drive Demand in Home Care
Procter & Gamble Co and Modern Industries Co Lead with a Strong Focus on Essential Home Care Products
Competitors Gain Ground through Multifunctional Innovation
Grocery Retailers Dominate Sales through Convenience, Accessibility and Competitive Pricing
Retail E-Commerce Gains Traction through Rising Internet Penetration and the Growing Demand for 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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