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.
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: 72 | Publication date: Jun 2008
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 products maintain stable growth in 2007
Retail value sales of household care products sustained moderate growth approaching the average annual growth of the review period in 2007. Companies continued with new product innovation as well as advertising campaigns and promotional activity at the point of sale to help motivate retail sales growth.
Multifunctional and added-value products constitute a major trend
Consumers are increasingly looking for multifunctional and added-value products. Manufacturers strove to meet their demands with everything from novel electric air fresheners to detergents for different colours of clothing in order to attract sales. Products that offer added benefits allow consumers an opportunity to spice up their household care routine.
Multinational powerhouses lead household care in Costa Rica
Multinational companies, such as SC Johnson, Reckitt Benckiser, Clorox and Unilever, dominated household care as a result of several factors working in their favour. For starters, these multinational giants also boast name brands, from Pato to Los Conejos to Rinso. These brands are well known by consumers and are backed with heavy advertising and promotional activities. These factors make the multinational powerhouses forces to be reckoned with for smaller, local companies and new entrants.
The supermarkets/hypermarkets channel sees a growing share of sales
Supermarkets/hypermarkets continued to gain momentum and was increasingly the distribution channel of choice for consumers wishing to purchase household care products. The number of supermarkets in Costa Rica is growing, making this channel more accessible for consumers across the country. The stronger economy in 2007 also resulted in more disposable income for consumers, which enabled them do all of their shopping in supermarkets/hypermarkets.
Outlook remains good for household care
The future of household care looks promising in Costa Rica as it is expected to grow in both value and volume terms. Value sales are expected to rise as consumers continue to look for added-value and multifunctional products, which come at higher price points. At the same time, there will always be sustained demand for more mainstream products, maintaining the growth rate in volume terms as well.
Table of contents
HOUSEHOLD CARE IN COSTA RICA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care products maintain stable growth in 2007
Multifunctional and added-value products constitute a major trend
Multinational powerhouses lead household care in Costa Rica
The supermarkets/hypermarkets channel sees a growing share of sales
Outlook remains good for household care
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2002-2007
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 12 Sales of Laundry Detergents by Type: Value 2002-2007
Table 13 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 14 Sales of Laundry Aids by Type: Value 2002-2007
Table 15 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 16 Laundry Care Company Shares 2003-2007
Table 17 Laundry Care Brand Shares 2004-2007
Table 18 Laundry Detergents Company Shares 2003-2007
Table 19 Laundry Detergents Brand Shares 2004-2007
Table 20 Laundry Aids Company Shares 2003-2007
Table 21 Laundry Aids Brand Shares 2004-2007
Table 22 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 23 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 24 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 25 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 26 Dishwashing Products Company Shares 2003-2007
Table 27 Dishwashing Products Brand Shares 2004-2007
Table 28 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 30 Sales of Surface Care by Subsector: Value 2002-2007
Table 31 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 32 Sales of Wipes by Type: Value 2002-2007
Table 33 Sales of Wipes by Type: % Value Growth 2002-2007
Table 34 Surface Care Company Shares 2003-2007
Table 35 Surface Care Brand Shares 2004-2007
Table 36 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 37 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Chlorine Bleach: Value 2002-2007
Table 39 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 40 Chlorine Bleach Company Shares 2003-2007
Table 41 Chlorine Bleach Brand Shares 2004-2007
Table 42 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 43 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 45 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 46 Toilet Care Products Company Shares 2003-2007
Table 47 Toilet Care Products Brand Shares 2004-2007
Table 48 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 49 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Polishes by Subsector: Value 2002-2007
Table 51 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 52 Polishes Company Shares 2003-2007
Table 53 Polishes Brand Shares 2004-2007
Table 54 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 55 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Air Care by Subsector: Value 2002-2007
Table 57 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 58 Air Care Company Shares 2003-2007
Table 59 Air Care Brand Shares 2004-2007
Table 60 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 61 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 62 Sales of Insecticides by Subsector: Value 2002-2007
Table 63 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 64 Insecticides Company Shares 2003-2007
Table 65 Insecticides Brand Shares 2004-2007
Table 66 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 67 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
IREX DE COSTA RICA SA
Strategic Direction
Key Facts
Summary 2 Irex de Costa Rica SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Irex de Costa Rica SA: Competitive Position 2007
PUNTO ROJO SA
Strategic Direction
Key Facts
Summary 4 Punto Rojo SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Punto Rojo SA: Competitive Position 2007