Deodorants in Dominican Republic

PROSPECTS

As category matures, growth slows

Although demand for deodorants remains steady in the country, growth is beginning to slow, thereby reflecting a category that continues to mature. The major driver for deodorants in the Dominican market is price and purchasing decisions for these items are often made based on price.

Body sprays bring interesting dynamic to category

Body sprays are relatively new to deodorants but have caused some disruption to the category. For example, Unilever’s Axe spray for men offers a long-lasting masculine scent that some consumers use as a deodorant and as a fragrance or cologne.

Category still not ripe for premium lines

In the Dominican market, deodorants are seen a household essential item. As it is a product used on a daily basis by virtually all households, the purchase decisions are made based on price.

COMPETITIVE LANDSCAPE

Unilever continues to lead the category

In 2018, Unilever Caribe continued to lead the deodorants category. Unilever’s strong sales performance is buttressed by its flagship Rexona and Axe brands, both of which remain popular, especially in men’s deodorants.

Direct selling channel remains relevant for deodorants

Despite the increasingly competitive retail landscape in the country, direct sellers continue to outsell many of their competitors. Of the major direct sellers in the country, Avon has consistently remained the strongest within the channel, outselling the international brand names carried by Distribuidora Corripio in the country.

Private label has yet to emerge in deodorants

Just as there are no premium lines of deodorants in the Dominican Republic, private label has not yet entered the category either. Given the very broad range of prices and products available within the category, retailers have perhaps not seen an opportunity to introduce a new line when sales remain solid for their current offerings.

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