[ category insights ]
New look for DOMINATE range A trusted mainstay on grocery shelves for 21 years, DOMINATE was founded in the back of a barbershop by two friends who shared a sense of frustration for men’s hair products that were overpriced and poor quality. Using traditional beeswax, a converted washing machine drum and a wooden spoon borrowed from the café next door, the very first batch of DOMINATE hair wax was made. And 21 years on, Source: NielsenIQ Total Supermarkets - MAT to 10/10/2021 Val $ Sales
Val % Chg YA
PERSONAL CARE
1,071,518,050
-1.1%
ORAL CARE
155,229,306
1.9%
HEALTH SUPPLEMENTS
130,761,973
2.0%
HAIR CARE
118,684,287
-1.0%
PERSONAL WASH
117,049,367
-8.5%
PATENT MEDICINES REMEDIES
101,362,592
-5.4%
SANITARY PROTECTION
86,184,290
1.7%
SKINCARE
76,176,219
-2.9%
DEODORANTS FRAGRANCES
66,844,898
5.0%
SHAVING NEEDS
50,620,112
-0.3%
COUGH AND COLD TREATMENTS
39,957,851
11.8%
SUNNING PREPARATIONS
30,030,531
-7.7%
HAND AND BODY (EXCL. BABY)
26,383,168
-3.4%
HAIR COLOURANTS
26,377,348
-8.1%
FAMILY PLANNING
16,500,006
0.0%
COSMETICS
11,462,978
-3.4%
HAIR BEAUTY HYGIENE ACCESSORIES
10,189,161
3.8%
COTTON WOOL PRODUCTS
7,431,240
0.7%
DOMINATE has established itself as an iconic styling brand and still proudly sits as New Zealand’s #1 men’s styling brand*. To mark this milestone, DOMINATE is relaunching its new and improved product range. With redesigned premium packaging and harnessing more powerful and natural ingredients to suit every styling need, DOMINATE introduces its updated range of affordable, barber-quality styling products. “As Dominate celebrates 21 years of being a leading men’s styling brand, we felt it was time to stepchange everything – to improve packaging, add more benefits to the formulations and modernise our look,” commented Shane Young, Co-founder. DOMINATE’s new and improved formulations are enriched with active ingredients such as sage, hemp and aloe vera to achieve any range of style, while also targeting men’s key hair concerns, including hair thinning and loss, lack of volume, and scalp conditions. The formulations remain crueltyfree, veganfriendly and paraben-free. “We have seen a lot of change in the men’s styling category over the last 20 years and the Dominate brand has been on a constant journey to ensure we are meeting consumer needs. In 2021 however, we have seen the most significant shift in men’s styling requirements with products not only needing to be on-trend with ingredients and function, but also to do more than just style the hair by actually looking after hair and scalp health,” says Anthony Gadsdon, Co-founder. The new packaging not only looks better but is also better for our planet. Modern barbershop-style pots use recycled content while aluminium lids allow for recyclability, both leading to a more sustainable future for the brand. DOMINATE’s brand mission remains the same to produce affordable, high-quality styling products that are locally and ethically produced. *IRI Data Source MAT 16 May 2021. Data sourced from IRI MarketEdge based on data definitions provided by Essano Limited
FMCG Business produces a monthly snapshot of category news and highlights, based on information from participating clients and Nielsen data available at time of print. To showcase your products in upcoming category reports, please contact trubanowski@intermedianz.co.nz. 36
FMCG BUSINESS - NOVEMBER/DECEMBER 2021
