Market Report, "Polishes in Indonesia", published

From: Fast Market Research, Inc.
Published: Wed Jul 30 2014

Shoe polish continued to support growth of polishes in 2013. After its rebound towards the end of the review period, shoe polish continued to record strong growth in 2013. The trend in using traditional solid shoe polish is disappearing causing this format to decline in sales. Consumers are converting to a more practical use of liquid shoe polish in spray formats, as it is easier to use. Furniture polish remained unpopular in Indonesia. Smaller groups of consumers clean their furniture with polish, and the rest are using simple wet cloths. The same goes for metal polish, which is still struggling to gain share in Indonesia.

Competitive Landscape

Sara Lee Household Indonesia PT retained its leading position in polishes in 2013 in Indonesia, with its brand Kiwi. It also secured the highest share for its product in furniture polish, with the brand Pledge. Sara Lee witnessed the biggest increase in value sales in 2013, proving its marketing campaign for Kiwi's new formula back in 2012, to be a success. Kiwi shoe polish comes in solid and liquid formats satisfying consumers' different needs.

Full Report Details at

Industry Prospects

The trend for wearing formal shoes in Indonesia is limited to formal occasions, such as parties and weddings, and in the work place which demands employees to wear smart footwear. Formal shoes are less likely to be worn on a daily basis as people prefer a more casual look and choose to wear sneakers instead. As demand for formal shoes decreases and people tend to keep only one or two pairs for certain events, they are giving more attention to the only pair they have. Sales of shoe polish is driven by consumers wanting to keep their formal shoes in good condition and making them last longer, preventing consumers from having to buy a new pair, as well as considering the price for formal shoes which tends to be higher than other footwear.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Indonesia 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 Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in Indonesia 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

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