Competitive Landscape
Leading Brands Maintain Dominance through Strong Reputation
Polishes in South Africa remained highly concentrated in 2025, with the top two brands, Reckitt Benckiser South Africa (Pty)?Ltd’s Mr Min and SC Johnson & Son of South Africa’s Kiwi, holding a significant share. In 2025, Reckitt Benckiser’s Mr Min led furniture polish with a 54% market share, while SC Johnson & Son’s Kiwi dominated shoe polish with a 63% market share.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Polishes in South Africa?
- How are products distributed in Polishes in South Africa?
- 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 South Africa - Category analysis
Key Data Insights
Consumers Cut Back on Discretionary Spending on Polishes
Consumers Cut Back on Discretionary Spending on Polishes
Largest Category Faces Challenges From Economic Constraints
Shoe Polish Drives Growth with Value Sales
Consumers Continue to Prioritise Essentials over Discretionary Spending
Floor Polish Remains Largest Category, While Shoe Polish Experiences Positive Value Growth
Promotions Emerge as Key Trend and Opportunity
Leading Brands Maintain Dominance through Strong Reputation
Supermarkets Dominate Polish Sales with Wide Penetration
Retail E-Commerce Remains Stable in Polish Sales
Home Care in South Africa - Industry Overview
Multifunctionality Drives Growth in Home Care Products
Key Data Insights
Multifunctionality Drives Growth in Home Care Products
Laundry Care Dominates Market Share with Sustained Demand
Shifting Consumer Demand Rives Innovation in Product Formats
While Price Sensitivity Is Set to Remain High, Promotional Activity Is Expected to Drive Home Care Growth
Health and Wellness Trends Expected to Drive Growth in Laundry Care and Surface Care
Evolving Product Formats and Convenience-Driven Innovation Anticipated to Remain Relevant
Unilever South Africa (Pty) Ltd Maintains Lead in Concentrated Home Care Market
Supermarkets Dominate Home Care Distribution with Strong Presence
Retail E-Commerce Displays Flat Performance but Is Set to Gain Traction through Loyalty and Rewards Programmes
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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!