Competitive Landscape
SC Johnson Ag Maintains Its Lead While Focusing on Sustainability
The polishes category in Switzerland remains highly concentrated, with the top two companies, SC Johnson AG and Migros Genossenschaftsbund EG, holding a combined market share above 57% from 2020 to 2025. In 2025, SC Johnson AG led the category with a 31% share, driven by its strong brand portfolio, including the Pronto range, while Migros Genossenschaftsbund EG followed with 26%, benefiting from its extensive network of outlets across Switzerland.
Opportunities for Innovation in Product Formats and Eco-Conscious Offerings
The stability in the competitive landscape presents opportunities for companies to differentiate through product innovation and sustainability. Swiss consumers increasingly favour convenient formats, such as sprays and wipes, which simplify household chores.
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 Switzerland 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 Switzerland, 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 Switzerland 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 Switzerland?
- Which are the leading brands in Polishes in Switzerland?
- How are products distributed in Polishes in Switzerland?
- 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 Switzerland - Category analysis
Key Data Insights
Consumers Increasingly Prioritise Convenience over Traditional Polish Products
Consumers Increasingly Prioritise Convenience over Traditional Polish Products
Shoe Polish Remains the Largest Subcategory Despite Declining Demand
Evolving Product Formats Drive Change in Consumer Behaviour
Slight Value Growth Is Set to Be Driven by Evolving Consumer Preferences
Shoe Polish Is Set to Maintain the Largest Share, Driven by Premium Footwear
Sustainability Will Drive Innovation and Consumer Choice
SC Johnson Ag Maintains Its Lead While Focusing on Sustainability
Opportunities for Innovation in Product Formats and Eco-Conscious Offerings
Supermarkets Dominates Polish Sales with Convenience and Promotions
Retail E-Commerce Drives Growth with Convenience and Variety
Home Care in Switzerland - Industry Overview
Stagnant Home Care Sales Reflects Market Maturity in Switzerland
Key Data Insights
Stagnant Home Care Sales Reflects Market Maturity in Switzerland
Laundry Care Drives Sales with Innovative and Sustainable Formats
Evolving Product Formats Enhance the User Experience
Gradual Expansion in Home Care Will Be Supported by Rising Affluence and Urbanisation
Concentrated Liquid Laundry Detergent and Laundry Pods Are Set to Drive Growth in Laundry Care
Innovative and Eco-Friendly Products Are Expected to Shape Home Care
Migros Genossenschafts, Henkel & Cie, and Procter & Gamble Switzerland Lead through Trusted Products
Private Label Disruption Reshapes Competition in Home Care
Grocery Retailers Dominate Home Care Sales through In-Person Benefits
Retail E-Commerce Gains Traction with Convenience and Promotions
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!