Deodorants in Dominican Republic

PROSPECTS

Modest growth may be an indicator of the maturity of the category

The demand for deodorants remained fairly stable in the country in 2017, with only slow current value growth. The warm and humid weather in the country encourages consumers to include deodorants in their daily personal hygiene routine, and therefore they are purchased on their regular shopping trips.

Dominicans prefer deodorant roll-ons

The strong preference amongst Dominican consumers for deodorant roll-ons is still evident; accounting for over half of value sales of deodorants sold in the country. Deodorant roll-ons tend to have a lower price compared with deodorant sticks or sprays.

The rising use of deodorants in the country

Deodorants have a presence in all households, regardless of income level, gender or education. This is a product that has become considered a necessity and part of the daily beauty and personal care routine, instead of a luxurious item that is acquired only occasionally for pampering.

COMPETITIVE LANDSCAPE

Unilever Caribe has high brand recognition

Unilever Caribe remained the leaders in deodorants in value terms in 2017, holding a high value share with its popular well-known brands Rexona and Axe. The success of the company relies on the highly regarded image of the company, its high-quality products, wide availability and affordable prices.

Avon struggles in deodorants

Three years ago, direct selling company Productos Avon competed very closely with Colgate-Palmolive DR for second position in deodorants. In 2017, however, Productos Avon held third place and was far behind Colgate-Palmolive, and only slightly ahead of the local company Distribuidora Corripio.

Low dynamism is reflected in the lack of new product developments

In 2017, there were no new product developments in deodorants. The low growth of the category is likely to have led companies to invest in other products instead.

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