Surface care is highly valued by local consumers and is used widely on a daily basis. The most commonly used items are home care disinfectants and multi-purpose cleaners that are used by most households in the country for general daily housecleaning.
Cleaning wipes are starting to appear more regularly in select modern grocery retailers in the Dominican Republic. Overall, their size remains small relative to overall surface care, but they hold tremendous growth potential.
The Fabuloso brand of Colgate Palmolive continued to lead surface care in 2018, gaining further value share. Unilever’s flagship brand, Mistolín, also performed well, retaining its second position.
Over the review period, modern grocery retailers continued to stock their shelves with private label surface care, at the expense of branded products that retail for higher prices. Many of the private label surface care products are manufactured locally and are priced very competitively for consumers.
Over the review period, international brands in the country continued to dominate surface care. Foreign companies offer consumers trusted names and established brand recognition, and generally have greater resources to leverage and build brand identity in an effective manner.
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This industry report originates from Passport, our Home Care market research database.