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.
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reputation of its brands will be important in maintaining its lead, although the company’s marketing team has withdrawn from Taiwan, and such activities have been directly administrated by its Shanghai office for many years.
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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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.
Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
See all of our definitionsThis report originates from Passport, our Polishes research and analysis database.
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