Air Care in Dominican Republic

PROSPECTS

Air care remains a small area; however new launches and formats boost growth in 2019

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

Seasonal products and air care refills have great potential to drive value growth over the forecast period

There is good potential for seasonal offerings in air care, particularly around Christmas and other winter holidays. In 2019, air care leaders engaged consumers with seasonal releases, specifically holiday-inspired scents and themes, typically in a spray or candle format.

Solid air fresheners enter the landscape, benefiting from being perceived as longer-lasting air care

To add dynamism to air care, a new format has started to appear more regularly in 2019; 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 Dominican Republic retains its lead with best-selling product Glade, benefiting from its annual launch of seasonal products

In 2019, 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.

International players lead air care, with domestic offerings found only in candle air fresheners

International players dominate the competitive retail landscape in air care, with very scant participation from domestic firms, found only in candle air fresheners.

High unit prices keep private label offerings out of air care

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, as air fresheners and typically limited to a spray/aerosol format.

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