New Market Research Report: Surface Care in Dominican Republic

Surface care has shown strong resilience to uncertain economic conditions. While an economic downturn was experienced in 2013, producers were eager to stimulate the category at the slightest hint of an upturn. It could be argued that this confidence, in surface care and other home care categories, contributed to the positive growth in 2014 of the country’s economy. While premium brands remained somewhat insulated from significant price increases due to their target audiences and motivations, standard brands did well to maintain value growth amidst economic uncertainty and rebounded nicely in 2014. Subdued pricing and brand loyalty contributed to this.

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Competitive Landscape

The two leading surface care brands in the country, Fabuloso and Mistolín, continued to perform well in 2014. Fabuloso remained the leading brand, achieving value sales growth of 9% to reach a 32% share. Mistolín recorded value sales growth of 8% to reach a 28% share. Both brands enjoy strong recognition and good penetration in retail channels. In supermarkets, hypermarkets and colmados (independent small grocers), which combined accounted for a 97% share of surface care sales, the Fabuloso and Mistolín brands significantly dominated shelf space.

Industry Prospects

Dominican culture espouses cleanliness. Given the expectations of an improving economy, the outlook for growth in surface care is promising. Surface care products targeting higher-income consumers are expected to post the best performances over the forecast period. While these categories are growing from a lower base in volume and value sales, higher-income consumers are increasingly demanding high quality products when it comes to surface care solutions. Lower-income consumers will continue to use low-priced bleach and powder detergents instead of surface care products, but, among this consumer group and others, there are high hopes that standard surface care products will also achieve strong growth.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Dominican Republic with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Dominican Republic, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Dominican Republic market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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