Men's Grooming in Dominican Republic

PROSPECTS

Shifting consumer perceptions promote the development of the category

In a society in which men are not encouraged to take excessive pride in their appearance for fear of being considered unmanly, globalisation and access to international media are changing the perceptions of Dominican consumers and making it more socially acceptable for men to take care of their image with beauty and personal care products. An example of the shifting of perceptions in the country and the acceptance of the men’s grooming trend is the high current value growth of men’s skin care in 2017 (with the exclusive presence of mass products), demonstrating that men’s desire to look after their skin is increasing.

Men’s toiletries experiences a good performance

Men’s toiletries, which accounts for a quarter of value sales within men’s grooming, is composed of men’s bath and shower, deodorants, hair care and skin care. In 2017, men toiletries experienced a strong current value performance.

Dominican men are letting their facial hair grow

The beard trend that has been growing around the world arrived in the Dominican Republic a couple of years ago; despite the warm tropical weather in the country, more men are choosing to let their facial hair grow and take care of it with pride. Thanks to this trend, men’s shaving saw a decrease in its pace of growth, and it is expected that growth will decelerate further over the forecast period.

COMPETITIVE LANDSCAPE

Distribuidora Corripio leads with the brand Gillette

The local company Distribuidora Corripio remained the leader in men’s grooming in value terms in 2017, thanks to distributing the brand Gillette from the global company The Procter & Gamble Co. The company is one of the most important distributors in the country.

Innovation will be key to future success in men’s grooming

Over the forecast period, men’s grooming is expected to record a modest value CAGR at constant 2017 prices. Whilst the products with the lowest value shares are expected to register the highest growth rates, the ones which are already established will maintain lower growth rates.

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