Men's Grooming in Dominican Republic

PRE-COVID-19 PERFORMANCE

Male consumers show a growing interest in a wide range of grooming products

The Dominican Republic saw the emergence of “metrosexual” culture during the review period, with male consumers showing a growing interest in personal grooming and looking for products beyond established areas such as razors and blades, and deodorants. manufacturers responded by expanding and diversifying the range of beauty and personal care products specifically targeting men, ranging from special body shampoo and hair care products to skincare products for face and body.

Barbershops boost men’s grooming trend

Towards the end of the review period, men were increasingly inclined to visit barbershops and salons, where they could not only get a haircut but also a beard trim, facial mask, and a manicure. The barbershop trend was supported by the fashion for groomed beards.

Grupo Transbel extends lead, while hair care offer diversifies

Grupo Transbel extended its lead in men’s grooming in 2019, having gained top spot from Distribuidora Corripio in the previous year. Distribuidora Corripio saw a second consecutive year of significant share decline in 2019, as its market-leading razors and blades brand, Gillette, suffered from the fashion for beards.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to fall by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to a 1% rise in sales forecast during research conducted at the end of 2019 before the spread of the disease.

Affected products within men’s grooming

Men’s grooming is expected to see sales fall in 2020 across all categories in 2019 constant value terms, as challenging economic conditions divert spending power towards necessities and lead to lower usage of essential items, while home seclusion and a lack of social occasions also undermine demand. Premium men’s fragrances is set to see the most dramatic decline during the year, as consumers are reining in their spending and lockdown has removed the social occasions that comprise the key usage opportunities for the category.

Recovery and opportunities

The negative economic impact of COVID-19 is set to continue to drive down sales of men’s grooming products in 2021. The fact that the men’s grooming trend was in an emergent phase at the onset of the pandemic meant that products designed specifically for men in areas such as skin care and hair care had yet to become firmly established in personal grooming routines.

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