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Home care in 2024: The big picture
In 2024, the home care market in the Dominican Republic operated within a landscape of greater political stability. The Modern Revolutionary Party (PRM) solidified its position as the country's leading political force, winning the elections in the first round and securing the re-election of President Luis Abinader for another four-year term.
2024 key trends
Dominicans increasingly value multifunctionality in home care products, a preference that becomes even more pronounced during periods of economic pressure. In the surface care category, multi-purpose cleaners with a wide range of benefits - such as cleaning, disinfecting, and polishing - are experiencing stronger demand.
Competitive landscape
Local company César Iglesias SA remains a dominant force in the home care market, particularly in laundry detergents with its Brillante brand and in dishwashing with Bolazul. These products have a strong market penetration, especially in traditional retail channels, supported by an affordability-focused strategy.
Retailing developments
The Dominican home care market shows a clear distinction between products distributed through traditional channels, such as markets and colmados (small independent neighbourhood stores), and those that thrive in modern retail channels, particularly supermarket chains.
What next for home care?
Home care will remain a priority for most Dominicans as clean and hygienic living spaces continues to be an essential part of daily life. However, with a relatively high proportion of the population living in poverty, demand for affordable and multifunctional products, such as bleach and bar detergents, is expected to remain strong.
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Overview:
Understand the latest market trends and future growth opportunities for the Home 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Dominican Republic, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Dominican Republic report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Dominican Republic?
- Which are the leading brands in Home Care in Dominican Republic?
- How are products distributed in Home Care in Dominican Republic?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Dominican Republic
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2019-2024
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Air Care in Dominican Republic
KEY DATA FINDINGS
Resilient demand for air care amid rising costs
Continued dominance of global brands
Growing popularity of car air refresheners
Electric air fresheners will see sustained growth, albeit from a low base
Growing demand for long-lasting fragrances in other home care products could preclude need for separate air fresheners
Brands will seek to create sensory experiences which enhance overall wellbeing
Table 11 Sales of Air Care by Category: Value 2019-2024
Table 12 Sales of Air Care by Category: % Value Growth 2019-2024
Table 13 NBO Company Shares of Air Care: % Value 2020-2024
Table 14 LBN Brand Shares of Air Care: % Value 2021-2024
Table 15 Forecast Sales of Air Care by Category: Value 2024-2029
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
Bleach in Dominican Republic
KEY DATA FINDINGS
Relevance of bleach as disinfectant loses momentum in post-pandemic period
Macier continues to dominate sales, underpinned by broad coverage and wide range of formats
Bleach is becoming a commodity product, with price the most important purchasing factor
Bleach could struggle to connect with younger generations
Bleach brands will seek to reinvent themselves with new formulations
Surface cleaners will be increasingly positioned as alternatives to bleach
Table 17 Sales of Bleach: Value 2019-2024
Table 18 Sales of Bleach: % Value Growth 2019-2024
Table 19 NBO Company Shares of Bleach: % Value 2020-2024
Table 20 LBN Brand Shares of Bleach: % Value 2021-2024
Table 21 Forecast Sales of Bleach: Value 2024-2029
Table 22 Forecast Sales of Bleach: % Value Growth 2024-2029
Dishwashing in Dominican Republic
KEY DATA FINDINGS
“Bola” soap remains the most popular dishwashing format
Growing penetration of private labels in face of high cost of living
Increasing popularity of value packaging as consumers seek affordability
Sustained shift towards liquid formats
Trend towards more powerful degreasing and odour-neutralising dishwashing solutions
Dishwasher ownership will fuel demand for automatic capsule formats
Table 23 Household Possession of Dishwashers 2019-2024
Table 24 Sales of Dishwashing by Category: Value 2019-2024
Table 25 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 27 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 28 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
Home Insecticides in Dominican Republic
KEY DATA FINDINGS
Demand for home insecticides remains limited to middle- and high-income consumers
SC Johnson & Son Inc. maintains a strong lead but faces increasing pressure from lower-priced brands
Dominicans show growing interest in more subtle aromas
Brands will focus on tailored solutions, highlighting their effectiveness in combating endemic pests
New formulations to emphasise the use of more natural compounds
Local artisanal brands will seek to gain ground by adopting environmentally-friendly claims
Table 30 Sales of Home Insecticides by Category: Value 2019-2024
Table 31 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 32 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 33 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 34 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
Laundry Care in Dominican Republic
KEY DATA FINDINGS
Laundry care shows resilience in face of inflationary pressures
Younger generations show increasing preference for liquid detergents
César Iglesias SA maintains its solid position in traditional channels
Expansion of liquid detergent ranges to include more specialised claims
Lower-priced brands will place greater emphasis on multifunctionality
Sustainable offerings offer scope for growth, provided they emphasise affordability
Table 36 Household Possession of Washing Machines 2019-2024
Table 37 Sales of Laundry Care by Category: Value 2019-2024
Table 38 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 39 Sales of Laundry Aids by Category: Value 2019-2024
Table 40 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 41 Sales of Laundry Detergents by Category: Value 2019-2024
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 43 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 44 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 45 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 46 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 47 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 49 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
Polishes in Dominican Republic
KEY DATA FINDINGS
Floor polishes stagnate in face of growing range of surface care options
Búfalo strengthens its position as leading polish specialist
School dress codes ensure continued demand for shoe polish
Home construction trends will not be favourable to development of floor polishes
Changing furniture preferences to impact polish sales
Shoe polish brands will show higher level of specialisation to cater to changing consumer preferences
Table 51 Sales of Polishes by Category: Value 2019-2024
Table 52 Sales of Polishes by Category: % Value Growth 2019-2024
Table 53 NBO Company Shares of Polishes: % Value 2020-2024
Table 54 LBN Brand Shares of Polishes: % Value 2021-2024
Table 55 Forecast Sales of Polishes by Category: Value 2024-2029
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
Surface Care in Dominican Republic
KEY DATA FINDINGS
Surface cleaning endures even amid economic challenges
Multifunctional claims claim traction in surface care products
Fragrance is just as crucial as cleaning performance
Disinfecting qualities lose momentum in post-pandemic era
Surface disinfectants will seek to position themselves as bleach alternatives
Naturally-derived compounds are on the rise
Table 57 Sales of Surface Care by Category: Value 2019-2024
Table 58 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 61 NBO Company Shares of Surface Care: % Value 2020-2024
Table 62 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 63 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
Toilet Care in Dominican Republic
KEY DATA FINDINGS
High cost of living dampens sales
Global brands dominate the competitive landscape
Lower-priced brands emerge in rim blocks
Toilet care products will remain a premium purchase for many Dominicans
Innovation in toilet care will target younger, time-strapped consumers
Sustainable products are poised for growth
Table 65 Sales of Toilet Care by Category: Value 2019-2024
Table 66 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 67 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 68 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 69 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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