Table of Content

Home Care in Dominican Republic
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

HOME CARE IN THE DOMINICAN REPUBLIC
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN THE DOMINICAN REPUBLIC
KEY DATA FINDINGS
2020 IMPACT
Home seclusion and increasing interest in hygiene boosts sales for laundry care
Price-sensitivity dampens share for major players as affordability becomes key
Domestic product Brillante leads, as private label continues to perform well
RECOVERY AND OPPORTUNITIES
Growth remains positive in 2021 as stay-at-home behaviour continues to take place
The low price of standard powder detergents aid sales over the forecast period
Bar detergents record high value growth, being the perfect solution for hand wash
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 22 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 23 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
DISHWASHING IN THE DOMINICAN REPUBLIC
KEY DATA FINDINGS
2020 IMPACT
Home seclusion and the closure of foodservice outlets boosts sales
Private label expands as COVID-19 increases price-sensitivity
Hand dishwashing products dominate as automatic dishwashers remain negligible
RECOVERY AND OPPORTUNITIES
Growth remains positive into 2021, as a heightened interest in hygiene remains
Consumers switch to liquid formats, perceiving concentrated formats as good value for money
International players remain strong, however, competition grows from low priced domestic offerings
CATEGORY INDICATORS
Table 24 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
SURFACE CARE IN THE DOMINICAN REPUBLIC
KEY DATA FINDINGS
2020 IMPACT
A rising interest in health and hygiene boosts sales during 2020
Multi-purpose cleaners win above specialised surface care products as price sensitivity increases
Colgate-Palmolive increases its share; however, Unilever suffers as private label grows
RECOVERY AND OPPORTUNITIES
Positive growth in 2021, driven by an ongoing interest in health and hygiene
International brands lead, however, domestic players compete with low price-points
Multi-purpose cleaners drive the highest value growth, benefiting from low price points and convenience
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Surface Care: % Value 2016-2020
Table 34 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 35 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 36 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
BLEACH IN THE DOMINICAN REPUBLIC
KEY DATA FINDINGS
2020 IMPACT
Stockpiling behaviour boosts growth as retailers impose buying restrictions to manage supplies
Clorox leads, benefiting from extensive distribution, and strong consumer awareness
Domestic players remain competitive as private label offerings gain ground
RECOVERY AND OPPORTUNITIES
Growth heightens in 2021 as stay-at-home behaviour and cleaning continues
Consumer’s perception of bleach as inexpensive limits innovation
Bleach has extensive levels of distribution throughout the country, boosting sales
CATEGORY DATA
Table 37 Sales of Bleach: Value 2015-2020
Table 38 Sales of Bleach: % Value Growth 2015-2020
Table 39 NBO Company Shares of Bleach: % Value 2016-2020
Table 40 LBN Brand Shares of Bleach: % Value 2017-2020
Table 41 Forecast Sales of Bleach: Value 2020-2025
Table 42 Forecast Sales of Bleach: % Value Growth 2020-2025
TOILET CARE IN THE DOMINICAN REPUBLIC
KEY DATA FINDINGS
2020 IMPACT
Growth is limited as consumers use cheaper surface care and bleach products
Distribution is limited and mainly focuses on expensive, international players
SC Johnson Dominican Republic leads, while Reckitt Benckiser offers the best selling product, Lysol
RECOVERY AND OPPORTUNITIES
Focus remains on price-point; however, the landscape has the opportunity to grow
Toilet care faces competition from other substitute home care products
Consumer awareness remains low; however, private label could boost growth
CATEGORY DATA
Table 43 Sales of Toilet Care by Category: Value 2015-2020
Table 44 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 46 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 47 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 48 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
POLISHES IN THE DOMINICAN REPUBLIC
KEY DATA FINDINGS
2020 IMPACT
The presence of alternative cleaners’ stifles growth for polishes in 2020
Private label has expanded in polishes, available in select modern grocery retailers
SC Johnson Dominican Republic maintains its lead in polishes, while Cera Mas increases its share
RECOVERY AND OPPORTUNITIES
Growth recovers from 2021, however, high-price points continue to stifle sales
Metal polishes are seldom used due to high price points, making them affordable for higher-income consumers only
Growth is driven by high temperatures, strong rainfall and pollution in urban areas
CATEGORY DATA
Table 49 Sales of Polishes by Category: Value 2015-2020
Table 50 Sales of Polishes by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Polishes: % Value 2016-2020
Table 52 LBN Brand Shares of Polishes: % Value 2017-2020
Table 53 Forecast Sales of Polishes by Category: Value 2020-2025
Table 54 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
AIR CARE IN THE DOMINICAN REPUBLIC
KEY DATA FINDINGS
2020 IMPACT
Air care remains small, with the increase in price-sensitivity stifling growth
High unit prices keep private label offerings out of air care in 2020
SC Johnson Dominican Republic retains its lead with best-selling product Glade
RECOVERY AND OPPORTUNITIES
Investment in wellness and aromatherapy positioning drives growth
Solid air fresheners is set to boost growth over the coming years
Seasonal products and air care refills drive value growth over the forecast period
CATEGORY DATA
Table 55 Sales of Air Care by Category: Value 2015-2020
Table 56 Sales of Air Care by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Air Care: % Value 2016-2020
Table 58 LBN Brand Shares of Air Care: % Value 2017-2020
Table 59 Forecast Sales of Air Care by Category: Value 2020-2025
Table 60 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
HOME INSECTICIDES IN THE DOMINICAN REPUBLIC
KEY DATA FINDINGS
2020 IMPACT
An outbreak of dengue continues to drive sales, with COVID-19 having minimal impact
Spray/aerosols remain popular due to its convenience and efficacy
SC Johnson Dominican Republic retains its lead as private label is yet to enter the landscape
RECOVERY AND OPPORTUNITIES
Sales align to outbreaks of infestations as spray/aerosol insecticides drive growth
Opportunity for growth driven by innovation and new product formats
Electric insecticides continue to record a poor performance over the forecast period
CATEGORY DATA
Table 61 Sales of Home Insecticides by Category: Value 2015-2020
Table 62 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 64 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 65 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 66 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025