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Learn moreFeb 2019
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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.
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.
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.
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Dominican Republic with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Polishes industry in Dominican Republic, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.