"Personal Care Appliances in Hong Kong, China" now available at Fast Market Research

From: Fast Market Research, Inc.
Published: Mon Jul 21 2014


Polishes held no surprises in 2013. Whether sold in supermarkets or in specialised outlets, polishes are often thought of as old-fashioned products, and almost nothing is done to improve their image or boost their sales. The lack of media investment and limited displays on store shelves also affected sales, along with new housekeeping habits and changing interior design in Belgium. Lastly, most polishes are useful when used regularly or for deep cleaning, but consumers spend less and less time on this type of task.

Competitive Landscape

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The competitive environment for polishes was characterised by a high concentration of sales between two players, Reckitt Benckiser and SC Johnson Benelux on the one hand, and many players with fragmented value shares and varying levels of dynamism on the other. In 2013 Reckitt Benckiser was still the leader in polishes, with a retail value share of 31%. It benefited from the strong positioning of its Ca-Va-Seul brand across the majority of types of polishes, particularly shoe polish.

Industry Prospects

Unless there is a return to the use of more traditional materials, most trade sources are rather pessimistic about the outlook for polishes. The trend towards less leather, wood or metal (such as silver or copper) is expected to continue for some time, according to trade sources. In addition, the consumer base that is still loyal to these materials is ageing, and not being replaced. Due to increasingly busy lifestyles, consumers are expected to continue to favour easier to use and more convenient surface care products over polishes during the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Polishes industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in Belgium market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Polishes in Belgium?
* What are the major brands in Belgium?
* What are the future prospects for the polishes market?
* What are the key new product launches in the polishes market?

Reasons to Get this Report

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