Sun Care in Dominican Republic

PRE-COVID-19 PERFORMANCE

Rise in tourism boosts sun care sales

Rising inbound tourism provided a boost to sales of sun care in the Dominican Republic towards the end of the review period. Tourism is the Dominican Republic’s primary source of income.

Increased health-awareness boosts demand

Growing awareness of the potentially harmful impact of over-exposure to the sun on skin health, supported by a more general increase in consumer health-consciousness, played a strong role in the development of sun care in 2019. Indeed, rising health-awareness also boosted demand by encouraging consumers to engage more regularly in outdoor exercise, increasing the number of occasions for wearing sun protection products.

Growing focus on added-value products amongst manufacturers

Quisqueya Comercial was the leading player in sun care in 2019, with its strength founded on the category-leading Hawaiian Tropic brand, which is widely recognised by consumers and benefits from extensive distribution in the market, including supermarkets and hypermarkets. Hawaiian Tropic employs prominent point-of-sale promotions featuring merchandise such as inflatable beach balls throughout the year, but especially leading up to summer and Holy Week, when many families depart for the beach.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to fall by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to a 1% rise forecast during research conducted late in 2019 before the outbreak of the disease.

Affected products within sun care

All categories of sun care are expected to see sales fall in 2020 in both volume and 2019 constant value terms except for baby and child-specific sun care. With waning confidence and weaker spending power, consumers have increasingly focused resources on necessities, while home seclusion, the closure of leisure environments and the suspension of public transport have limited the number of occasions on which sun protection is required.

Recovery and opportunities

Return to normal social activity and the reopening of the country’s borders will have a strong positive impact on sun care sales. Indeed, increased opportunities for engaging in outdoor activity and the return of inbound tourists are set to drive growth across all categories in 2021 in both volume and 2019 constant value terms.

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