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Polishes in the Netherlands

Netherlands polishes market: HG International a key industry player during 2012

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2014-01-23 00:37:03 - Polishes in the Netherlands - a new market research report on

The polishes category in the Netherlands features a group of manufacturers with a long-established presence through their well-known brands. HG International, Johnson Wax Nederland, Reckitt Benckiser Nederland and Sara Lee/DE NV are the largest players in polishes in the Netherlands. Each of them holds the leading position in at least one category. HG International with its specific HG products held a 9% retail share in furniture polish and 59% in floor polish. Its products are especially designed to deliver a good performance from a basic application.

Polishes saw growth in 2012 of 3%. A large number of the product categories in polishes have reached maturity, which means little product development and steady results. Dutch consumers rely on a rather standard product



range when it comes to polishing. The largest sales share continued to be that of shoe polish, with 45% in 2012, while, at the opposite end, metal polishes accounted for the lowest value share.

The constant value growth of polishes is estimated to be marginal (both as a CAGR and year on year) given the maturity of its product areas. Little is expected in the way of product developments or structural changes within the products themselves. To maintain volume sales, some manufacturers could give in to price discounts and, to a lesser degree, adopt some product changes.

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