Polishes in Dominican Republic
February 2020

List OF CONTENTS AND TABLES

HEADLINES
PROSPECTS
Polishes records steady growth, as consumers invests in products, due to their longevity and effectiveness
Metal polishes are seldom used, due to high-price points making them affordable for higher-income consumers only
Demand for polish is driven by the high temperatures, strong rainfall and high levels of pollution in urban areas
COMPETITIVE LANDSCAPE
SC Johnson Dominican Republic maintains its lead in polishes, offering popular furniture polish Pledge and shoe polish Kiwi
Domestic players maintain their positions, benefiting from increased awareness
Private label has expanded in polishes, available in select modern grocery retailers
CATEGORY DATA
Table 1 Sales of Polishes by Category: Value 2014-2019
Table 2 Sales of Polishes by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Polishes: % Value 2015-2019
Table 4 LBN Brand Shares of Polishes: % Value 2016-2019
Table 5 Forecast Sales of Polishes by Category: Value 2019-2024
Table 6 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
EXECUTIVE SUMMARY
Growth is boosted by the dengue epidemic, and innovation through formats, antibacterial offerings and new aromas
Higher disposable incomes, trading up and multi-purpose items shaped the landscape in 2019
International players lead home care, thanks to well-established brands and positive reputations; however domestic players benefit from lower-price points
Traditional grocery retailers continued to lead distribution, as the expansion of modern grocery retailing continues
Growth will be boosted over the forecast period, driven by innovations, new formats and fragrances, as well as fierce competition between players
MARKET INDICATORS
Table 7 Households 2014-2019
MARKET DATA
Table 8 Sales of Home Care by Category: Value 2014-2019
Table 9 Sales of Home Care by Category: % Value Growth 2014-2019
Table 10 NBO Company Shares of Home Care: % Value 2015-2019
Table 11 LBN Brand Shares of Home Care: % Value 2016-2019
Table 12 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 13 Distribution of Home Care by Format: % Value 2014-2019
Table 14 Distribution of Home Care by Format and Category: % Value 2019
Table 15 Forecast Sales of Home Care by Category: Value 2019-2024
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources