Competitive Landscape
Sc Johnson Benelux and Hg International Hold Highest Market Share
Polishes in the Netherlands remains highly concentrated, with the top two companies, SC Johnson Benelux NV and HG International BV, holding a significant share of the market. In 2025, SC Johnson Benelux maintained its lead with a 38% share, while HG International retained second place with a 28% share.
Kiwi Maintains Position through Brand Recognition and Widespread Availability
Kiwi shoe polish rides on its brand recognition and perceptions as a highly effective product. Kiwi's widespread availability through multiple channels, including supermarkets, has contributed to its success.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Polishes in Netherlands?
- How are products distributed in Polishes in Netherlands?
- 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 the Netherlands - Category analysis
Key Data Insights
Slow Growth in Polishes Sales Driven by Changing Consumer Habits
Slow Growth in Polishes Sales Driven by Changing Consumer Habits
Shoe Polish Leads Sales Due to Continued Demand
Effectiveness Drives Sales as Consumers Seek Quality Products
Polishes Expected to Continue Slow Growth with Shoe Polish Leading
Manufacturers to Prioritise Convenience-Led Formats and Multi-Surface Functionality
Specialist Products and E-Commerce Set to Fuel Future Growth
Sc Johnson Benelux and Hg International Hold Highest Market Share
Kiwi Maintains Position through Brand Recognition and Widespread Availability
Supermarkets Channel Dominates Category Sales
E-Commerce Still Small but Holds Significant Potential
Home Care in the Netherlands - Industry Overview
Dutch Home Care Shows Strength through Premiumisation
Key Data Insights
Dutch Home Care Shows Strength through Premiumisation
Sustainability Trend Is Prompting Innovation Amongst Manufacturers
Private-Label Development Drives Dutch Home Care Trends
Consumers Drive Demand for Effective and Sustainable Products
Private Label Expected to Lead Volume Sales by Expansion
Sustainability to Shape Future Industry Landscape
Premium Offerings Keep Leaders Ahead
Consumer Trust Fuelling Shift to Private Labels
Grocery Retailers Lead Home Care Sales through Supermarkets
Retail E-Commerce Drives Growth with Convenience and Competitive Pricing
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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