Household Care in 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.
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Tables: 74 | Publication date: Jun 2009
Why buy this report
- 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