Household
Household Care

Household Care in Costa Rica

Costa Rica

Euromonitor International's Household Care in Costa Rica market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.

Tables: 74  |  Publication date: Jun 2009
Cost: 
GBP750.00

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  • Get insight into trends in market performance
  • Pinpoint growth sectors and identify factors driving change
  • Identify market and brand leaders and understand the competitive environment

Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Household Care Delivers a Strong Performance in 2008

Innovation in household care boosted overall sales in 2008. More specialised products, such as Pato 3-in-1 and Axion Tri-Cloro, not only drove volume sales, but also led to rising value growth as consumers paid higher prices for more sophisticated and specialised products.

Specialised Products Are the Key Trend in 2008

Consumers demanded and manufacturers delivered a variety of both specialised and multifunction products. Pato 3-in-1 is a rim block that not only cleans but also disinfects with a pleasant scent. Axion Tri-Cloro is a dishwashing product that not only cleans dishes, but also removes stains and whitens. These products proved to be more convenient for consumers, as well as more functional.

Multinationals Rule Household Care

Multinational subsidiaries, such as SC Johnson de Centroamerica, Reckitt Benckiser Centroamerica and Clorox de Centroamerica, dominated household care in Costa Rica. These multinational giants marketed name brands, including Pato, Los Conejos Cloro and Poett, which were well known by consumers and were backed with heavy advertising and promotional activities. As such, the multinationals created considerable competitive pressure for smaller, local companies and posed a significant obstacle to the entry of new companies in Costa Rican household care.

Supermarkets/Hypermarkets Offers Choice and Convenience

In 2008, supermarkets/hypermarkets continued to gain momentum and was increasingly the distribution channel of choice for consumers wishing to purchase household care products. The channel offered a wide range of products unmatched by other distribution channels. Moreover, the convenience factor was also a key sales driver, as consumers could engage in one-stop-shopping through supermarkets/hypermarkets.

Demand for Specialised Products Will Drive Value Growth in the Future

The trend towards more specialised household care products is expected to persist into the forecast period as consumers will continue to seek more sophisticated and multipurpose products. Because these products are usually higher-priced than standard versions, sales of household care are expected to see rising value growth in the forecast period, exceeding the average review period constant value growth. Innovation and advertising will continue to play a key role as manufacturers strive to meet the expectations of consumers.

Table of contents

HOUSEHOLD CARE IN COSTA RICA : MARKET INSIGHT

EXECUTIVE SUMMARY

Household Care Delivers a Strong Performance in 2008

Specialised Products Are the Key Trend in 2008

Multinationals Rule Household Care

Supermarkets/Hypermarkets Offers Choice and Convenience

Demand for Specialised Products Will Drive Value Growth in the Future

MARKET INDICATORS

Table 1 Households 2003-2008

MARKET DATA

Table 2 Sales of Household Care by Sector: Value 2003-2008

Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008

Table 4 Household Care Company Shares 2004-2008

Table 5 Household Care Brand Shares 2005-2008

Table 6 Sales of Household Care by Distribution Format: % Analysis 2003-2008

Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2008

Table 8 Forecast Sales of Household Care by Sector: Value 2008-2013

Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Summary - Research Sources

LOCAL COMPANY PROFILES - COSTA RICA

IREX DE COSTA RICA SA - HOUSEHOLD CARE - COSTA RICA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Summary - Irex de Costa Rica SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Summary - Irex de Costa Rica SA: Competitive Position 2008

PUNTO ROJO SA - HOUSEHOLD CARE - COSTA RICA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Summary - Punto Rojo SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Summary - Punto Rojo SA: Competitive Position 2008

LAUNDRY CARE IN COSTA RICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 10 Household Penetration of Washing Machines 2003-2008

SECTOR DATA

Table 11 Sales of Laundry Care by Subsector: Value 2003-2008

Table 12 Sales of Laundry Care by Subsector: % Value Growth 2003-2008

Table 13 Sales of Laundry Detergents by Type: Value 2003-2008

Table 14 Sales of Laundry Detergents by Type: % Value Growth 2003-2008

Table 15 Sales of Laundry Aids by Type: Value 2003-2008

Table 16 Sales of Laundry Aids by Type: % Value Growth 2003-2008

Table 17 Laundry Care Company Shares 2004-2008

Table 18 Laundry Care Brand Shares 2005-2008

Table 19 Laundry Detergents Company Shares 2004-2008

Table 20 Laundry Detergents Brand Shares 2005-2008

Table 21 Laundry Aids Company Shares 2004-2008

Table 22 Laundry Aids Brand Shares 2005-2008

Table 23 Forecast Sales of Laundry Care by Subsector: Value 2008-2013

Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013

DISHWASHING PRODUCTS IN COSTA RICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 25 Household Penetration of Dishwashers 2003-2008

SECTOR DATA

Table 26 Sales of Dishwashing Products by Subsector: Value 2003-2008

Table 27 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008

Table 28 Dishwashing Products Company Shares 2004-2008

Table 29 Dishwashing Products Brand Shares 2005-2008

Table 30 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013

Table 31 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013

SURFACE CARE IN COSTA RICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 32 Sales of Surface Care by Subsector: Value 2003-2008

Table 33 Sales of Surface Care by Subsector: % Value Growth 2003-2008

Table 34 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008

Table 35 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008

Table 36 Surface Care Company Shares 2004-2008

Table 37 Surface Care Brand Shares 2005-2008

Table 38 Forecast Sales of Surface Care by Subsector: Value 2008-2013

Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013

CHLORINE BLEACH IN COSTA RICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 40 Sales of Chlorine Bleach: Value 2003-2008

Table 41 Sales of Chlorine Bleach: % Value Growth 2003-2008

Table 42 Chlorine Bleach Company Shares 2004-2008

Table 43 Chlorine Bleach Brand Shares 2005-2008

Table 44 Forecast Sales of Chlorine Bleach: Value 2008-2013

Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013

TOILET CARE PRODUCTS IN COSTA RICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 46 Sales of Toilet Care Products by Subsector: Value 2003-2008

Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008

Table 48 Toilet Care Products Company Shares 2004-2008

Table 49 Toilet Care Products Brand Shares 2005-2008

Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013

Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013

POLISHES IN COSTA RICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 52 Sales of Polishes by Subsector: Value 2003-2008

Table 53 Sales of Polishes by Subsector: % Value Growth 2003-2008

Table 54 Polishes Company Shares 2004-2008

Table 55 Polishes Brand Shares 2005-2008

Table 56 Forecast Sales of Polishes by Subsector: Value 2008-2013

Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013

AIR CARE IN COSTA RICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 58 Sales of Air Care by Subsector: Value 2003-2008

Table 59 Sales of Air Care by Subsector: % Value Growth 2003-2008

Table 60 Air Care Company Shares 2004-2008

Table 61 Air Care Brand Shares 2005-2008

Table 62 Forecast Sales of Air Care by Subsector: Value 2008-2013

Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013

INSECTICIDES IN COSTA RICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 64 Sales of Insecticides by Subsector: Value 2003-2008

Table 65 Sales of Insecticides by Subsector: % Value Growth 2003-2008

Table 66 Insecticides Company Shares 2004-2008

Table 67 Insecticides Brand Shares 2005-2008

Table 68 Forecast Sales of Insecticides by Subsector: Value 2008-2013

Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013

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