Boston, MA -- (ReleaseWire) -- 06/20/2014 -- Polishes continued its marginal growth in 2013. A large number of the product categories in polishes have reached maturity, which resulted in little product development and steady market results. Dutch consumers tend to rely on a rather standard product range when it comes to polishing. Shoe polish continued to be the largest category with 45% of the total value share in the category in 2013. Metal polish accounted for the lowest share, claiming 10% of total value sales.
SC Johnson and HG International continued to lead sales within polishes, holding value shares of 43% and 18%, respectively. Private label was less of a threat than in other categories in home care as consumers prefer premium well-known brands. However, private label was able to post growth in value share in 2013, and may become a considerable threat in the future.
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Polishes is expected to post negative CAGRs in volume and constant value in terms of 2013 prices over the forecast period, given the maturity of the individual categories. The on-going economic uncertainties, the availability of substitutes and the absence of substantial product innovations are likely to have a negative influence on future consumer spending within the category.
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The Polishes in Netherlands market research report includes:
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