Polishes in Dominican Republic

PROSPECTS

Polishes records steady growth, as consumers invests in products, due to their longevity and effectiveness

Polishes experienced steady growth in 2019, as consumers continued to purchase these items for their floors, furniture, homes, leather goods and footwear, along with various metals. Furniture polishes are used regularly for cleaning, as well as for maintaining the quality and appearance of woods such as mahogany.

Metal polishes are seldom used, due to high-price points making them affordable for higher-income consumers only

One type of polish that is not used with great frequency is metal polish. Although these products are available, they mainly appeal to upper-income consumers, especially the more premium offerings for metal polishes, due to higher unit prices and more limited distribution.

Demand for polish is driven by the high temperatures, strong rainfall and high levels of pollution in urban areas

The tropical climate of the country characterised by high temperatures, intense humidity, and strong sun year-round, also influences the use of polishes by Dominican consumers. These conditions lead to greater wear and tear on leather and wood goods.

COMPETITIVE LANDSCAPE

SC Johnson Dominican Republic maintains its lead in polishes, offering popular furniture polish Pledge and shoe polish Kiwi

SC Johnson retained its lead of polishes in 2019 thanks to steady demand for its furniture polish Pledge. Its sales are divided between Pledge, and its shoe polish Kiwi, with the majority coming from its furniture polish.

Domestic players maintain their positions, benefiting from increased awareness

Domestic players kept their place in polishes in 2019. One strong local competitor is floor polish, Cera LeBlanc from Laboratorios Chemprod CxA.

Private label has expanded in polishes, available in select modern grocery retailers

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.

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