Polishes in India continues to post modest growth, sustained largely by its legacy position in home and personal care routines. However, changing consumer lifestyles are beginning to subtly alter category dynamics. One notable shift is the gradual decline in demand for traditional shoe polish, as casual footwear and sneakers increasingly replace formal shoes in both work and social settings. This trend is particularly evident among younger consumers and urban professionals. In contrast, demand f

Despite a further decline in demand, value sales of polishes Germany continued to rise in 2024, driven by increasing unit prices. Floor polish was the most dynamic performer, although this was due to it recording the highest unit price increase during the year, while volume sales declined by a faster rate than the category’s average.

In Austria, polishes are primarily used on special occasions and for a few specific household items. The use of polishes for furniture and shoes has declined due to preferences for low-maintenance and casual items that do not require special care. Furthermore, general-purpose cleaners and wipes regarded by many as a good alternative to polishes as they are more convenient and widely available. Multipurpose hygiene or cleaning products that can be used for various surfaces in the home also tend t

Polishes in the US experienced notable retail volume and current value declines in 2024, with sales falling across all categories. The way in which consumers clean their homes has evolved. Convenience-driven solutions such as wet wipes and all-purpose liquid cleaners have largely replaced traditional polishes, which were once staples for spot-cleaning and care. As these newer alternatives offer quicker and easier application, the role of polishes such as floor polish, metal polish, and furniture

Demand for polishes remains quite limited in Cameroon, with shoe polishes continuing to account for the bulk of retail value sales in 2024. Although relatively small, the category is a vibrant one, with retail current value sales continuing to exhibit double-digit growth during the year. The availability of shoe polish is widening, and demand has been supported by a slowdown in price growth. The unit price of shoe polish rose by 8% in 2024, less than the double-digit price increases of 2022 and

In 2024, shoe polish continues to drive overall category performance as it still dominates value sales in Tunisia. Sales are concentrated in large cities, where consumers are generally more inclined to invest in their appearance. International players such as Kiwi, Baranne, and Bright have expanded their range of products to launch polishes for sneakers and leather. Smart, an imported brand from Turkey, launched in 2024 offering a range of specific products for a younger audience, including shoe

Shoe polish dominates sales of polishes in Kenya. These products remained widely used in the country by consumers in all socioeconomic groups. Kenya is regarded as a “walking nation", in the sense that a large number of citizens travel on foot. Supported by population growth, this factor continued to drive demand for shoe polish in the country in 2024. Nonetheless, shoe polish saw slower growth in retail volume terms in 2024 compared to the review period average. This was because more consumers

Overall, polishes in Morocco experienced a second consecutive year of moderate retail volume decline in 2024, with all categories suffering downturns in demand and consumption. With still significant inflationary pressure on prices, many consumers remained unwilling to spend on perceived non-essential products. Moreover, as polishes remained relatively expensive options within home care, many low- and middle-income consumers tended to opt for cheaper cleaning substitutes or alternatives. Therefo

In 2024, retail volume sales of polishes in Nigeria declined by 19%, while retail value saw an uplift of 31%.

Dominated by shoe polish, retail current value sales of polishes continued to expand at a rapid clip in 2024, while retail constant value sales growth rebounded as inflationary pressure eased somewhat. Despite elevated inflation, shoe polish remains affordable to many local consumers. Retail volume sales of shoe polish continued to exhibit robust growth during the year, supported by the growing footwear market in the country. Leather footwear requires regular maintenance for appearance and durab

Continuing a longstanding trend, polishes in Hong Kong recorded retail volume decline in 2024, although value sales recorded another year of growth due to a further rise in the average unit price. Overall demand for shoe polish, which holds the largest value share in the category, fell further during the year due to decreasing sales of leather shoes. This was driven in particular by younger consumers, who typically favour sneakers, which do not need polishing, rather than formal leather footwear

Polishes in Taiwan saw both retail volume and current value declines in 2024, maintaining the trend seen throughout the review period. With sales limited by high humidity and temperatures in Taiwan, polishes remained the smallest category within home care in value terms in this year. Sales of floor polish and metal polish remained negligible in 2024, and furniture and shoe polish both saw declining trends.

Retail value sales of polishes decreased in both current and constant value sales during both 2024 and the review period as a whole. Although demand was supported by an improving economic environment (most notably a reduction in inflation) and a reduction in smuggling from neighbouring Argentina during 2024, all segments of polishes saw sales decline during the year. This was because new lifestyle habits have negatively affected polishes to a much greater extent than other home care categories.

Polishes in North Macedonia saw current value growth slow in 2024 as pricing pressures were alleviated by a sustained drop in inflation. Conversely, resultant improvements in purchasing power ensured the category showed a return to growth in retail volume sales after having performed negatively in this respect over 2022-2023. More favourable trading conditions stimulated investment in new launches, promotional activities and the expansion of distribution networks, which also helped to lift overa

Despite the price stabilisation witnessed in 2024, Finnish consumers remained cautious with spending on non-essential home care products, leading to a continued decline in polish usage. The shift towards low-maintenance materials in furniture and flooring has reduced the need for traditional polishes, as these surfaces require little to no special treatment. Additionally, many households are choosing basic cleaning products over specialised polishes, reinforcing the long-term trend of declining

Polishes in Uzbekistan saw a downturn in 2024, with both volume and value sales slowing and volume sales remaining only marginally positive. This scenario can largely be attributed to the fact that polishes are not considered essential goods, with many consumers opting instead for multifunctional cleaning products. Additionally, the growing popularity of modern aesthetics, rather than of classical, and the use of materials other than wood in modern furniture designs have significantly reduced th

In 2024, polishes in Guatemala experienced modest growth in both volume and value terms. As the smallest category within home care, polishes remains niche, with products such as shoe and furniture polishes primarily consumed by a relatively small portion of the population. The limited penetration of polishes is largely attributed to their high price point and the perception among Guatemalan consumers that these products are non-essential. Consequently, polishes are typically purchased almost exc

Polishes in Kazakhstan continued its decline in volume terms in 2024, reflecting a trend influenced by several key factors. The category remains relatively expensive for many consumers, and as several polish products are not considered essential household items, demand has weakened. This non-essential status contributes to reduced purchasing, with local consumers prioritising necessities amid economic pressures. Although prices within the category have increased, this growth has stayed within th

In 2024, polishes in Japan saw a declining trend in retail current value terms. However, the category displayed contrasting trends, with floor polish continuing to decline, while shoe polish experienced a slight increase, due to more activities outside the home, and the rise of high-priced products. However, the second player in floor polish in 2024, Rinrei Wax Co Ltd, responded to changing consumer preferences by launching two new products in October 2024: Tsuyapika Flooring Cleaner and Tsuyapi

Value and volume sales were largely unchanged for polishes in Ecuador in 2024. A series of challenges adversely affected economic activity and dampened growth. This included a security crisis and a severe electricity crisis due to drought that hampered hydroelectricity production, leading to frequent blackouts. Polishes, often seen as non-essential, were less of a priority for consumers and players responded by reducing stock levels and promotional activity and instead focused on more popular p

Polishes in the Philippines maintained slow and stable retail volume growth in 2024, along with current value growth which was positive, but far lower than in 2023, as price rises eased. The largest category, floor polish, saw growth under the average for overall polishes, due to maturity, and a lack of innovation and new product introductions, as manufacturers perceive limited opportunities for ground-breaking advances beyond the existing product range. However, shoe polish saw a better perform

In 2024, the sales of polishes in Georgia benefited significantly from the rising consumer awareness regarding home care products and the active expansion of the country’s retail sector. This growth is reflected in both the volume and value sales of imported polishes, which continue to increase steadily, though overall value sales slowed down somewhat. The widespread availability of polishes across modern retail channels, coupled with the presence of several strong market players, has created fa

The market for polishes in Slovenia maintained solid growth in current value terms in 2024, primarily driven by continued price increases. These price hikes have led to a shift towards more affordable alternatives, as consumers seek to manage household budgets and address the rising cost of living. Moreover, while the category has shown signs of resilience, these ongoing price hikes, coupled with low levels of consumer confidence, have limited its potential for more significant volume growth in

Polishes saw a further decline in retail volume sales in Lithuania in 2024. Demand for metal, floor, and furniture polishes remains low, with little tradition of using these products. In the main most consumers prefer more versatile household products, such as multi-purpose cleaners, which are considered a more cost-effective solution. Moreover, since the COVID-19 pandemic, people have spent less time at home, further reducing interest in polishing floors and furniture. While parquet flooring is