PROSPECTS AND OPPORTUNITIES
Ongoing decline for polishes as consumer habits change
Given ongoing changes in consumer habits, polishes in the US is expected to maintain its declining trend in retail volume and current value terms. Shoe polish is anticipated to continue its double-digit value decline in the coming years, solidifying its transition from a mainstream necessity to a specialised product for a shrinking consumer base.
Retail e-commerce takes the lead as sales of traditional polishes decline
Although retail e-commerce experienced a slight decline in its retail value share in polishes in the US in 2024, it still remained the leading distribution channel, and is poised for steady growth over the forecast period. As products such as floor, shoe, metal, and furniture polish become increasingly niche, online platforms are expected to play a crucial role in keeping the category alive.
Sustainability will be an important trend in shoe polish, led by premium eco-friendly brands
As seen in other home care categories, sustainability is emerging as a driver of growth in polishes. In shoe polish, this shift is particularly evident amongst more premium brands such as Pure Polish, which have positioned sustainability as a core selling point.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in Polishes in USA?
- How are products distributed in Polishes in USA?
- 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 US - Category analysis
KEY DATA FINDINGS
Polishes are losing their place in modern homes
From mainstream to niche: The rapid decline of shoe polish
Kiwi Brands maintains its share decline
Ongoing decline for polishes as consumer habits change
Retail e-commerce takes the lead as sales of traditional polishes decline
Sustainability will be an important trend in shoe polish, led by premium eco-friendly brands
Home Care in the US - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
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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