Depilatories in Dominican Republic

PRE-COVID-19 PERFORMANCE

Growing range of products targeting increased interest in personal grooming and hygiene

Female consumers paid increasing attention to personal grooming and hygiene during the review period, leading to a growing trend towards practices such as waxing. As in other categories, waxing evolved towards the use of formulations using natural ingredients.

Emphasis on convenience and affordability

The overall depilatories category also saw a diversification of the offer, with the introduction of products such as depilatory bands, which targeted consumers looking for an affordable and convenient alternative to expensive professional waxing. Daniel Espinal was amongst the players to offer depilatory bands by the end of the review period.

Distribution, price, and convenience key competitive factors

Responsible for Procter & Gamble’s Gillette brand in the Dominican Republic, Distribuidora Corripio remained the largest player in depilatories in 2019. However, the company saw its share of category value decline during the year as a result of the poor performance of women’s razors and blades.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to fall by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to a 2% rise in sales for 2020 forecast during research conducted at the end of 2019 before the spread of the disease.

Affected products within depilatories

All depilatories categories are set to be negatively impacted by COVID-19, with contraction in both volume and 2019 constant value terms expected across the board in 2020. Women’s razors and blades is expected to see the most rapid fall in sales in 2020, with COVID-19 exacerbating the decline witnessed in the final year of the review period.

Recovery and opportunities

Depilatories is expected to struggle to recover from the impact of COVID-19, with the category not expected to return to year-on-year growth in 2019 constant value terms until 2023 and set to see decline over the forecast period as a whole. Indeed, neither hair removers/bleaches nor women’s razors and blades is expected to see year-on-year 2019 constant value growth reach 1% by 2024.

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