PROSPECTS AND OPPORTUNITIES
Polishes expected to keep declining and become a niche category in Taiwan
Polishes is expected to maintain its declining trend in both retail volume and current value terms in Taiwan in the forecast period. As this is clearly a category in decline, manufacturers and distributors are unlikely to be keen to enter polishes or launch new products, and retailers will allocate very little shelf space.
The extremely high value share held by SC Johnson & Son makes it difficult for other players to compete
SC Johnson & Son Taiwan Ltd is expected to maintain its value dominance of polishes moving forward, continuing to lead both furniture polish and shoe polish with its Pledge, and Diamond and Kiwi brands respectively. The well-established reputation of its brands will be important in maintaining its lead, although the company’s marketing team has withdrawn from Taiwan, and such activities have been directly administrated by its Shanghai office for many years.
Supermarkets and hypermarkets likely to maintain their distribution lead
Retail e-commerce saw an exceptional rise in its share of value sales during the review period due to the pandemic, as many consumers turned to shopping online for safety reasons, as well as convenience. Although the share of this distribution channel fell slightly as the pandemic ended, it remained significantly higher than pre-pandemic – with a 3% share in 2019, and a 24% share in 2024.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
- Which are the leading brands in Polishes in Taiwan?
- How are products distributed in Polishes in Taiwan?
- 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 Taiwan - Category analysis
KEY DATA FINDINGS
Various factors drive polishes to maintain volume and value decline
Demand for furniture polish witnesses continued decline in 2024
Sales of shoe polish remain limited in Taiwan due to local climate and changing consumer habits
Polishes expected to keep declining and become a niche category in Taiwan
The extremely high value share held by SC Johnson & Son makes it difficult for other players to compete
Supermarkets and hypermarkets likely to maintain their distribution lead
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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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