Boston, MA -- (ReleaseWire) -- 05/29/2014 -- Polishes continued to attract little interest from consumers in 2013. The category has been considered predominately antiquated because it largely reflects an era when considerable time was spent polishing furniture and floors. Unfortunately, changing fashions and new lifestyles continued to move against shoe polish, while more-convenient alternatives to furniture and floor polish took sales away from those categories.
The competitive landscape across polishes remained largely unchanged over the review period, with leading brands such as Kiwi in shoe polish and Mr Sheen in furniture polish left largely uncontested in their respective categories. A lack of consumer interest and a stagnant performance have given little incentive to manufacturers to innovate or spend heavily on advertising.
In the face of further decline, manufacturers will need to innovate in order to renew interest in the category and encourage growth. Product development is likely to be negligible and price promotion is forecast to remain a key aspect of the category to induce sales, thus continuing to limit value growth.
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Product coverage: Carpet Cleaners, Fabric Softeners, Laundry Aids, Laundry Detergents.
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