Boston, MA -- (ReleaseWire) -- 06/27/2014 -- Saudi cities became increasingly polluted and dusty over the review period as a result of rapid urbanisation and industrialisation. Heavy traffic, overcrowding and increased industrial emissions all contributed to worsening air quality. This encouraged the more frequent use of household polishes, boosting sales of floor polish, furniture polish and metal polish.
Zetra BV led polishes throughout the review period and accounted for a strong 30% value share in 2013. This leadership can be attributed to the company's dominance in shoe polish, in which its Kiwi brand held a 76% value share in 2013. Zetra represents Kiwi in Saudi Arabia on behalf of SC Johnson. Kiwi benefits from being a strong global brand name with a reputation for good quality, alongside widespread distribution.
Polishes is expected to benefit from a number of trends in Saudi Arabia over the forecast period. There will, for example, continue to be high levels of pollution and dust in the country due to its desert landscape, overcrowded cities and increasing industrialisation. The government is seeking to reduce air pollution, with the Arriyadh Development Authority, for example, launching a three-year joint project in 2013 with Ricardo-AEA to improve air quality in Riyadh. However, any improvements are expected to be seen over the long term, with most consumers continuing to experience dustier homes over the forecast period, leading to the more frequent use of polishes.
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Product coverage: Floor Polish, Furniture Polish, Metal Polish, Shoe Polish.
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