Wipes in Dominican Republic

PROSPECTS

Wipes see further expansion in 2018

Baby wipes continue to dominate the wipes category in the Dominican market, but other types are beginning to emerge and expand. For example, intimate wipes are seeing rapid growth in the market, especially for use in sanitary protection and adult incontinence.

Private label sees gains

Price remains a key sales driver for wipes in the Dominican market. Over the review period, private label competing on price saw further expansion and continued reaching consumers, especially those frequenting larger supermarkets and hypermarkets.

Broader distribution lacking in wipes

Wipes are sold in modern grocery channels, especially larger supermarkets and hypermarkets, along with health and beauty specialist retailers (for example, pharmacies and drugstores), but further expansion is needed to reach more consumers and tap into the growth potential offered by this category.

COMPETITIVE LANDSCAPE

Kimberly-Clark leads wipes in 2018

No significant changes were observed within the competitive landscape over the review period. Kimberly-Clark continued to lead the category in 2018, through its flagship Huggies brand.

International brands continue to dominate

Local players are not present in the wipes category in the Dominican market. Instead, well-established foreign brands dominate.

Few players in the mix

Given the relatively small size of the wipes category, it is not surprising that only a few players have entered the fray. Overall, the category remains underdeveloped, but holds many opportunities for future growth, especially for more specialised wipes, such as cosmetic and facial wipes carried by beauty and personal care specialists.

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