Boston, MA -- (ReleaseWire) -- 06/20/2014 -- Polishes registered moderate growth in 2013 with an overall increase of 1% in current value sales, as polishes continued to feature in a smaller part of household cleaning regimes. The category was characterised by a shift in cleaning habits, as substitute products such as polishing wipes and surface cleaners cannibalised sales of polishes. New products such as Pledge wipes provided added value to consumers through convenience, while floor cleaning systems captured sales from traditional floor polish.
SC Johnson & Son Ltd remained the category leader in 2013 with a value share of 67%. The company dominates the market through its leading brands Kiwi, Pledge, Tana and Twinkle. Its position was largely solidified with the 2011 acquisition of Sara Lee Corp, which brought the company a leading position in shoe polish, the largest category in polishes.
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Polishes is expected to register a constant value CAGR of 2% over the forecast period to reach C$82 million in 2018. The growth of shoe polish will buoy the overall category performance and mitigate the continued decline of floor polish, though the rising use of speciality products in surface care is anticipated to continue to lead to overall polishes sales depleting.
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