Due to the outbreak of COVID-19, surface care saw a rise in volume growth from 2% in 2019 to 4% in 2020. This was due to consumers stocking up on household essentials when the restrictions were announced in March, with the increased interest in health and hygiene, further boosting sales.
Multi-purpose cleaners showed a higher growth rate over more specialised surface care products in 2020. With the COVID-19 outbreak increasing price sensitivity in the country, consumers were focused on spending focuses on cost efficiencies and reduced spending on non-essentials.
Colgate-Palmolive continued to lead surface care in 2020, increasing its share through sales of its flagship brand Fabuloso, which continued to enjoy widespread distribution and consumer loyalty, while benefiting from a strong, established name. Colgate-Palmolive also boosted its share by launching new products under its Ajax range during the review period, contributing to the increase in its overall position.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Dominican Republic with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Surface Care research and analysis database.
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