Baby and Child-Specific Products in Dominican Republic

PROSPECTS

Baby and child-specific products continue to perform well

Despite the country’s slowly declining birth rate, spending on baby and child-specific products has not waned, especially in the areas of skin care, toiletries and hair care. However, one segment that has been affected is that of baby powder as some consumers have grown somewhat wary of the product due to potential concerns over cancer.

Premium potential in baby and child-specific products?

As Dominican families are having fewer children and many adults are starting families later to prioritise educational opportunities and integrate fully into the labour market, there has been an increase in parents’ spending on baby and child-specific products. This is driven not only by more educated mothers who have access to more information, but also families that are regularly spending more discretionary income on these items.

Nappy (diaper) rash treatments continue to grow

The use of store-bought nappy (diaper) rash treatment products continues to rise in the country as consumer awareness about the treatments has increased. In the past, parents of newborn babies used natural ingredients prepared at home to address these ailments.

COMPETITIVE LANDSCAPE

Johnson & Johnson leads the category in 2018

Johnson & Johnson Dominicana continues to lead baby and child-specific products thanks to its large product portfolio of products for babies and small children, along with a strong distribution network throughout the country. While the fallout from the company’s lawsuit in the US regarding baby powder and cancer has made its way into the media, the company’s position as the leader within this category has not been affected.

Private label sees growth over the review period

The private label presence in baby and child-specific products remains limited to select modern retailers in the country, so its overall impact within the category remains modest. However, as new locations continue to open up and expand around the country, private label share is expected to increase accordingly.

Baby and child-specific sun care expands in 2018

Although baby and child-specific sun care remains a small subcategory, retail sales have been on the rise driven by more concern over protecting baby’s delicate skin from the sun’s harmful rays. Another important driver in this space has been the large number of tourist arrivals to the country, many of whom come as families.

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