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Polishes in Italy

Italy polishes market: EUR96 industry in 2012

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2014-02-17 13:45:04 - Polishes in Italy - a new market research report on

The Italy polishes market is dominated by multinationals with Bolton Manitoba leading with 23% value share in 2012, due to its wide presence in polishes. Johnson Wax covered the third place since 2011 following the acquisition of the Kiwi brand from Sara Lee Household & Body Care Italy SpA, and Henkel maintained the sixth place thanks to its brand Sidol that in metal polishes ranked second.

The retail value sales of polishes overall in 2012 went down to €96 million, a reduction of €5 million since 2010. The performance was in line with average growth rates seen in the review period. The polishes category has never been very inclined to innovation, although there has been some in 2012, or marketing activities;



additionally, consumers habits are changing.

No major improvements are expected in polishes over the forecast period. Several factors will continue to negatively impact demand, pushing volume sales and consequently constant value sales down until 2017 to €86 million, therefore down by almost €10 million in five years.

Key Headlines

- Polishes sees a decline of 4% in current value in 2012 to €96 million
- Due to consumers cutting back on household expenditure, sales of unnecessary products such as polishes have been negatively impacted
- Volume sales decline faster than value sales due to a premiumisation of the category
- Bolton Manitoba and Sutter Chimica lead the category with a combined 45% value share
- Polishes is expected to continue its decline in the forecast period, although at a slightly lower pace than in the review period

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Mike King
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