Boston, MA -- (ReleaseWire) -- 06/19/2014 -- Polishes recorded slow current value growth and a decline in volume sales in the second part of the review period. However, in 2013 this situation changed and all areas, except shoe polish, recorded both current value and volume growth. The fact that the economy is now recovering from the recent crisis is helping to boost sales.
SC Johnson & Son led polishes in 2013 with a retail value share of 39% and was followed by Werner & Mertz (27%) and Unilever Group (11%). SC Johnson & Son's dominance can be attributed to the popularity of its Pronto and Kiwi brands, especially the former. Thanks to extensive advertising and excellent distribution, SC Johnson & Son products are highly popular amongst Serbian consumers.
Further specialisation is expected within polishes over the forecast period. For example, more manufacturers will start producing polishes products while at the same time consumers will slowly lose the habit of using other home care products.
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