Polishes in Dominican Republic

PROSPECTS

Steady demand for polishes in 2018

Polishes experienced another year of growth in 2018, as an increasing number of consumers purchased these items to maintain the appearance of their floors, furniture, homes, and footwear, along with metals and other special items in the home. Appearance and overall cleanliness in the home is an important point of pride for Dominican families and they go to great lengths to take care of their possessions.

Private label experiences some gains in polishes

Within polishes, most products would be considered standard as premium offerings are niche and economy offerings are quite rare. The arrival of private label in select modern grocery retailers, however, counters the potential competitive pricing offered by economy brands.

COMPETITIVE LANDSCAPE

SC Johnson continues to lead in 2018

SC Johnson retained its lead of polishes in 2018, losing only marginal value share. Its sales are divided between Pledge (furniture polish) and Kiwi (shoe polish), with the majority concentrated in the former.

Foreign brands dominate polishes

International brands such as Pledge and Kiwi continued to dominate polishes due to trusted name brands and greater recognition. They often enjoy strong distribution across multiple channels in the country and are able to carry out a higher number of promotional activities and special offerings.

Local players present

Alongside these foreign brands, there are a few domestic players present. One strong example is floor polish brand, Cera LeBlanc from Laboratorios Chemprod CxA.

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