Dishwashing in Dominican Republic

PROSPECTS

Hand dishwashing products dominate sales, as automatic dishwashers remain negligible

In 2019, the most prevalent form of washing dishes across all socioeconomic groups in the country was washing dishes by hand. Ownership of automatic dishwashers in the country remains negligible, and this is not expected to change over the forecast period.

Consumers increasingly switch to liquid formats, particularly concentrated formats that require less product

Although dishwashing is a mature landscape, consumers demand for hand dishwashing remains steady in the Dominican Republic. Dishwashing is dominated by three formats: liquid, cream, and a solid ball format.

New product developments attract consumers as players launch new formats and aromas to the landscape

Despite the maturity of hand dishwashing, new launches were observed over the review period, including the Axión Complete, from dishwashing leader, Colgate-Palmolive. The product is the newest addition to the Axión portfolio and features a more concentrated all-in-one formula.

COMPETITIVE LANDSCAPE

Colgate-Palmolive retains its lead through strong distribution, wide product choice and an active social media presence

Colgate-Palmolive maintained its leadership of dishwashing in 2019, offering flagship brand Axion to the landscape. Axión enjoys extensive distribution throughout the country, across both modern and traditional channels, and Colgate-Palmolive advertises its product regularly, through in-store promotions and advertisement, and unlike many of its competitors, it is also active on digital and social media.

Private label continues to expand, benefiting from the rise in modern grocery retailers

Private label continues to expand in hand dishwashing and the majority of private label is available in the larger modern grocery retailers, typically the principal retailers that dominate sales. These larger chained supermarkets and hypermarkets prioritise shelf space for their private label offerings, sometimes at the expense of the larger, more established brand names.

International players retain their strong positions, however, local players benefit from their low price points

International brand, Dawn, has seen a strong performance over the review period, and into 2019. This performance is due to its strong distribution network by Distribuidora Corripio, and strong marketing, promotions and advertisement of the brand.

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