Increasingly, appearance is becoming a very important aspect for men in Dominican society, especially in terms of hair and grooming. Men are beginning to visit barber shops and other outlets with more frequency for haircuts, grooming and styling of facial hair, as well as nail care.
Razors and blades continues to perform well, attributed largely to steady demand for these products as men seek quality products to care for their facial hair and overall appearance. As economic conditions continue to improve in the country and consumers enjoy increasing discretionary income, many male consumers are trading up to more expensive brands and blades (eg Gillette or Schick), as opposed to less expensive disposable razors (eg Bic).
Over the forecast period, men’s grooming is poised to see modest annual growth, especially in deodorants which represents a more mature area of this category. However, more innovation could tap into the growth potential and boost sales further in men’s grooming.
In 2018, Distribuidora Corripio led men’s grooming. The company’s lead in the category is spearheaded by the Gillette brand, which is present throughout a number of subcategories, including razors and blades, deodorants, and other pre-shave and post-shave products.
Over the review period, growth in sales of private label continued to increase in certain subcategories of men’s grooming. For example, private label is gradually carving out a small presence in men’s razors and blades (ie disposable razors), along with men’s pre-shave items (eg the TopCare brand carried by Centro Cuesta Nacional (CCN)).
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This industry report originates from Passport, our Beauty and Personal Care market research database.