Boston, MA -- (ReleaseWire) -- 06/18/2014 -- Polishes saw positive retail volume and value sales growth in 2013, although the pace of growth varied across the different categories. While all of the other categories saw positive retail volume sales growth in 2013, floor polish suffered a decline of 1%. Traditionally, this category is saturated and mature, with a lack of new product introductions, limiting its overall growth potential. Polishes saw retail volume and value sales growth of 1% and 3%, respectively, in 2013. This represented a significant slowdown from the review period, when a CAGR of 10% was recorded for both. This was due to the increasing maturity of the category.
Johnson Wax Group TP remained the leading player in polishes in Bulgaria in 2013, recording a one percentage point increase in retail value sales share to 22%. However, Henkel, which ranked second on a retail value sales share of 11% in 2012, saw a significant loss of retail value sales share to 6% in 2013, which left the company ranking sixth. This was a result of its Opti brand being removed from sale, after it was discovered to contain a substance potentially harmful to human health. The domestic companies Mexon and Axxon ranked second and third in polishes in 2013, with each accounting for a retail value sales share of 10%. To some degree, the increase in retail value sales share seen by the three leading players was a result of filling the gap left by Opti, as its customer base consisted of consumers interested in high quality products for whom price was not the main criteria in the purchasing decision.
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Both retail volume and value sales are expected to see a significant slowdown in growth over the forecast period. Polishes in Bulgaria was relatively mature and saturated in 2013, following the fast development seen over the earlier years of the review period. The trend of consumers seeking value in both shoe and floor polish will negatively impact the retail value sales performance of the entire category. At the same time, metal polish, which continued to account for a limited retail volume and value sales share at the end of the review period, has also reached a point where it is not expected to see dynamic development.
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