Nappies/Diapers/Pants in Dominican Republic

PROSPECTS

Steady consumer demand for nappies/diapers/pants

Although the Dominican Republic’s birth rate continues to decline, it is falling slowly and has not yet had a major impact on consumer demand for nappies/diapers/pants. As more educated women are working outside of the home, they are beginning to have children a bit later, but have higher incomes.

Disposable pants and nappies for new-borns are a tough sell

Consumer demand for disposable pants and nappies for new-borns remains low in the market, as parents continue to opt for standard and junior nappies. Disposable pants, along with pants for night use (for example, Good Nites) are limited to upper-middle class consumers, as the unit prices of these products remain relatively high compared with other nappies.

Potty-training tends to be early

In general, children are potty-trained by around two years old, and most parents prefer to discontinue use of nappies as early as possible, due to the costs associated with them. For professional mothers working outside of the home, they prefer that their children are out of nappies sooner rather than later, due to the costs and for beginning school (for example, some pre-schools insist that children be potty-trained for them to attend).

COMPETITIVE LANDSCAPE

Huggies leads nappies/diapers/pants in 2018

The Huggies brand led the category in 2018. Huggies enjoys broad distribution in the country, across modern and traditional channels, along with name recognition among consumers.

International brands continue to dominate the category

Trusted name brands like Pampers, Pequeñín and Huggies continue to dominate the category, as evidenced by the use of the name “pamper” as synonymous with diaper or nappy among certain consumers. Unlike most local firms, international companies have extensive distribution networks and established brand names that enjoy widespread recognition in the market.

Private label sees growth in selected modern grocers

Consumers are benefiting from the increased presence of private label nappies in the market. Overall, these items typically offer households good quality and affordability, which is appreciated by consumers.

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