Traditionally, bar soap has been the most popular format for bath and shower in the Dominican Republic and in value terms, bar soap still represents more than four fifths of total retail value sales in bath and shower. However, as consumers become more exposed to new formats and presentations of bath and shower products, such as liquid soap and body wash/shower gel, some are slowly beginning to migrate over to liquid formats.
Although intimate wipes is a relatively new subcategory within bath and shower, and its total value is somewhat modest compared to bar soap, this is a category to keep an eye on. Younger consumers and millennials have responded favourably to the intimate wipes offerings in the market, especially those offered by international brands such as Nosotras and Always, among others.
For another year, Colgate-Palmolive once again led the category as it continued to dominate bath and shower in the Dominican Republic. The company’s top-selling Palmolive brand in bar soap accounted for a large amount of retail value sales, along with Protex, which launched a new pro-hidrata bar over the review period.
Just behind Colgate-Palmolive is Unilever Caribe, another large international player in the local market. Unilever carries the Dove, Rexona and Kinder brands in the country and continues to see strong growth in this category.
International brands still dominate the category due to brand recognition, broad distribution (primarily within the modern channels), coupled with the marketing campaigns and advertising that multinationals can afford. These large multinationals lead the category in terms of innovation, product launches, repositioning, marketing and communication strategies, and pricing.
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This industry report originates from Passport, our Beauty and Personal Care market research database.