- While unit prices and packaging innovation have played major roles in infusing dynamism to baby food sales over the last five years, the remaining margin to achieve further levels of penetration amongst the lower base of middle- and low-income consumers seems to be narrowing. This scenario has turned major competitors’ interest (such as Nestlé de Costa Rica SA), into less developed categories such as milk formulas, while withdrawing its attention on price-based competition in more mature categories such as baby food. The further development of line extensions linked to strong umbrella brands (such as Nestlé and Gerber) has proved to be an effective way to increase sales amongst an expanding base of mid and higher income consumers that look for convenient meal alternatives to feed their infants, as modern, fast-paced lifestyles make it more difficult for some working local parents to engage with traditional home-prepared baby meals and breastfeeding.
- Nestlé de Costa Rica SA remained the leading player within baby food sales in Costa Rica during 2015, holding for a 42% value share. In spite of the major setback induced by Heinz doypack development in prepared baby food during 2012 (which meant a near 10% drop in its value share), this international competitor has been able to maintain its privileged brand positioning, which besides having a top of mind reference amongst consumers, has gained ground in more value-oriented categories, such as milk formulas (with the Nan brand). In second place, Alimentos Heinz de Costa Rica accounted for a 24% value share, which derived from the market dynamics set on prepared baby food after flexible packaging was launched by this competitor, which helped to increase these products’ penetration amongst a wider base of middle-income consumers and snatched away Gerber’s dominance in this category. In third place, the milk formula distributors Abbott Laboratorios SA and Cefa Central Farmaceutica SA accounted for 11% and 12% value shares respectively, benefiting from the strong positioning of brands such as Enfamil and Similac amongst local consumers.
- Products’ formulation claims and quality positioning shall consolidate as the main development proposals to strengthen the top of mind perception of the main competitors in baby food in Costa Rica during the 2015-2020 period. Manufacturers are anticipated to pay more attention to developing value added features at competitive unit prices, targeting the expanding base of middle-income (and increasingly informed) groups of modern local mothers that demand integral nutritional solutions and convenience in the products they feed their babies. Affordable packaging presentations and additional line extensions to compete in different segments that are capable of targeting specific consumer groups, are also expected to gain relevance, heralding a more complex and aggressive panorama for any new players interested in entering this category.
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Discover the latest market trends and uncover sources of future market growth for the Baby food industry in Costa Rica 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 Baby food industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.
The Baby food in Costa Rica market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Baby food in Costa Rica?
- What are the major brands in Costa Rica?
- How are latest breastfeeding rates impacting retail performance?
- Are government initiatives to promote breastfeeding constraining market performance?
- What are market opportunities for higher priced functional, organic and ethically sourced baby food?
Why buy this report?
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- Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Packaged Food market research database.
Table of Contents
Baby Food in Costa Rica - Category Analysis
- Table 1 Sales of Baby Food by Category: Volume 2010-2015
- Table 2 Sales of Baby Food by Category: Value 2010-2015
- Table 3 Sales of Baby Food by Category: % Volume Growth 2010-2015
- Table 4 Sales of Baby Food by Category: % Value Growth 2010-2015
- Table 5 NBO Company Shares of Baby Food: % Value 2011-2015
- Table 6 LBN Brand Shares of Baby Food: % Value 2012-2015
- Table 7 Distribution of Baby Food by Format: % Value 2010-2015
- Table 8 Forecast Sales of Baby Food by Category: Volume 2015-2020
- Table 9 Forecast Sales of Baby Food by Category: Value 2015-2020
- Table 10 Forecast Sales of Baby Food by Category: % Volume Growth 2015-2020
- Table 11 Forecast Sales of Baby Food by Category: % Value Growth 2015-2020
Packaged Food in Costa Rica - Industry Context
Steady volume and value growth characterise 2015 performance
Affordable healthy proposals and value for money alternatives keep gaining ground
Consolidated international players continue to be challenged by local propositions
Modern grocery outlet penetration reaches more stable scenario in 2015
Convenient and healthy propositions will set the pace over the coming five years
FOODSERVICE: KEY TRENDS AND DEVELOPMENTS
- Table 12 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
- Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
- Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
- Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020
- Table 16 Sales of Packaged Food by Category: Volume 2010-2015
- Table 17 Sales of Packaged Food by Category: Value 2010-2015
- Table 18 Sales of Packaged Food by Category: % Volume Growth 2010-2015
- Table 19 Sales of Packaged Food by Category: % Value Growth 2010-2015
- Table 20 GBO Company Shares of Packaged Food: % Value 2011-2015
- Table 21 NBO Company Shares of Packaged Food: % Value 2011-2015
- Table 22 LBN Brand Shares of Packaged Food: % Value 2012-2015
- Table 23 Penetration of Private Label by Category: % Value 2010-2015
- Table 24 Distribution of Packaged Food by Format: % Value 2010-2015
- Table 25 Distribution of Packaged Food by Format and Category: % Value 2015
- Table 26 Forecast Sales of Packaged Food by Category: Volume 2015-2020
- Table 27 Forecast Sales of Packaged Food by Category: Value 2015-2020
- Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
- Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020
- Summary 1 Research Sources