Air Care in Dominican Republic

PROSPECTS

Category still small but growing

Throughout the country, air care is still considered a non-essential item in home care. Many consumers prefer flowers or other natural fragrances to freshen their homes or rely on pleasant scents from other household cleaners during daily cleaning.

Spray/aerosol air fresheners remains the preferred format

Consumers of air care appreciate the convenience of the spray/aerosol format, despite the relatively higher unit prices of this presentation. These air fresheners dominate shelf space in retailers and provide the largest number of scents and fragrance options in air care.

Solid air fresheners beginning to appear

In an effort to add dynamism to this category, a new format has started to appear more regularly; the solid air freshener. These products can be left open to deodorise a room or office space and are perceived to last longer than some of the other air care formats.

COMPETITIVE LANDSCAPE

SC Johnson leads air care in 2018

Over the review period, the competitive retail environment in air care remained largely unchanged, continuing to be highly concentrated among several dominant players. The two leading brands, Glade and Air Wick, captured the majority of retail value sales in 2018, with SC Johnson and its top-selling Glade, remaining the undisputed leader.

Foreign brands dominate the category

Aside from the leading performers Glade and Air Wick, Procter & Gamble’s Febreze maintained its position over the review period, although sales remained somewhat flat compared to the competition. The brand is present in different types of air care (spray/aerosol, car air fresheners) and is now a regular presence on the shelves of major supermarket chains and hypermarkets.

Private label beginning to enter air care

Perhaps the greatest limitation of air care’s growth is the relatively high unit prices. During the review period, few private label offerings were evident in air care being marketed as air fresheners and typically limited to a spray/aerosol format.

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