Toilet Care in Dominican Republic

PROSPECTS

Toilet care records growth, however, it remains a small area that mainly appeals to higher-income consumers

Within home care, toilet care remains a small category in the country with dedicated products being relatively expensive compared to other items used to clean the house. Toilet care remains underdeveloped due to lack of consumer interest and overall low levels of awareness about toilet care products.

Toilet care faces competition from other substitute home care products

Products in this category face direct competition from lower-cost items in other home care areas.

Distribution is limited to primary modern channels and tends to focus on expensive, international players

Distribution of toilet care items is limited primarily to the modern channel. Toilet care remains relatively small in the traditional channel, which limits exposure to consumers and awareness about toilet care products and availability.

COMPETITIVE LANDSCAPE

SC Johnson Dominican Republic retains the lead, however, due to an increase in advertising and promotions, Reckitt Benckiser offers the best selling product, Lysol

SC Johnson continued to lead toilet care in 2019, benefiting from strong brand recognition throughout the country, bolstered by sales of Pato Purific and Vanish that have become familiar to many consumers. However, Vanish has been losing ground, declining in both current value sales and share, and is expected to continue losing share over the forecast period.

International offerings continue to lead toilet care, where domestic players have limited awareness

International brands continued to outperform domestic toilet care over in 2019. As a result, these items tend to have higher unit prices and are found only within select modern grocers, which limits their reach.

Consumer awareness remains low in toilet care, however, the entrance of private label could boost this over the forecast period

Private label remains small in toilet care. Unlike other home care areas where private label has enjoyed rapid growth and expansion, their participation in toilet care continues to be relatively minimal, reflecting the low demand for these products.

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