Baby and Child-Specific Products in Dominican Republic

PROSPECTS

The birth rate in the country remains low but stable

The birth rate in the Dominican Republic is low and has remained stable for the last five years; this is a result of the birth control policies put in place in 2010 by the government. Despite the government’s efforts to ensure quality health services in the country, the Dominican Republic still has one of the highest infant mortality rates in Latin America, after Haiti.

Baby wipes supports the growth of baby and child-specific products

The hectic lives of new mothers and the rising purchasing power of households are promoting the growth of products which make parents’ lives easier – these include baby wipes. Even though the birth rate in the country is low and stable, sales of baby wipes are increasing.

Nappy/diaper rash treatments gains popularity

In the past, parents of new born babies used natural ingredients such as mixes of essential oils, coconut oil, corn starch, vinegar and baking soda. Even though these home remedies were effective, the development of marketing campaigns and parents’ hectic lifestyles has encouraged them to choose nappy/diaper rash treatments formulated by a laboratory.

COMPETITIVE LANDSCAPE

Johnson & Johnson Dominicana maintains its lead

Whilst local brands have a presence in baby and child-specific products, international brands dominate due to their high brand recognition, well-established companies, high quality and competitive prices. Johnson & Johnson Dominicana remained the leading company in value terms in 2017, with a wide product portfolio including nappy/diaper rash cream, lotions, shampoos and baby oil.

The distribution of baby and child-specific products is diverse

The distribution of baby and child-specific products is mainly through modern retail channels such as supermarkets, hypermarkets and drugstores/parapharmacies. The presence of products in the direct selling channel and in independent small grocers (colmados) in the country is low, but convenience is something parents are looking for; therefore, distribution through traditional channels will be maintained over the forecast period.

No new product developments in 2017

As in 2016, in 2017 baby and child-specific products lacked new product developments or marketing campaigns to promote specific brands. The low birth rate could be one of the main reasons why the category has lacked new launches.

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