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Country Report

Confectionery in Costa Rica

| Pages: 65

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • As the range of chocolate confectionery products increases, sales from supermarkets and hypermarkets are increasing, as they are able to offer broad ranges of chocolate confectionery products. Manufacturers are applying different measures to diminish costs, such as downsizing products, increasing productivity, changing basic formulations, and encouraging consumers to upgrade their buying decisions towards larger presentations. The availability of premium products (especially imported bars) has also increased in mid and high-end supermarkets. These products tend to include added ingredients, for example superfoods, and use organic ingredients, which are responses to an increasing health and wellness interest among consumers.

COMPETITIVE LANDSCAPE

  • Kraft Foods will remain the dominant leader in the sales of chocolate confectionery in Costa Rica in 2013, this company is expected to account for 42% of retail current value sales in the year. The company has numerous well-known brands, including Gallito, Milka, Cadbury and Toblerone, each of which hold a large market share in their respective categories, while Kraft Foods’ economies of scale also reduce production costs for the company. The company is also well known for its strong marketing campaigns and its renowned brand Gallito, which is recognized by a broad base of loyal consumers. Mars remains in second in chocolate confectionery in 2013, the company is expected to account for 14% of the current value sales of the category. Strong positioning of its international brands M&Ms, Snickers and Milky Way, mainly available through local supermarkets is the reason for this. Mercasa (Hershey’s) is expected to be ranked third with 7% current value sales, while Café Britt will maintain fourth place, achieving 4% of current value sales in 2013. This is due to its presence in bagged selflines/softlines, its products are positioned as gourmet organic products, a position that is linked to its well-known coffee brand.

PROSPECTS

  • Further segmentation in chocolate confectionery over the forecast period will have to contend with the countervailing drive to reduce production costs in Costa Rica. Companies are likely to shed unprofitable brands, while focusing marketing efforts on the well-known brands already entrenched in chocolate confectionery. On the other hand, the premium segment has performed well, focusing on the origin and sustainability of its products through packaging developments and free trade certificates. As a result of the strong expected performance of premium placed products over the forecast period, standard brands might begin pushing their mid-market products into the premium market.

Gum

TRENDS

  • Tobacco sales (which support sales of mint gum) experienced a sudden drop in 2013 due to new tobacco control legislation in the second half of 2012, This, coupled with the lack of innovation in 2012, has led to weak growth in gum in 2013. Manufacturers have been forced to change their marketing strategies by changing the format of products and flavours, launching temporary flavours, to regain interest in gum. Product sales have shifted from mint and other fresh flavours, favoured by cigarette smokers, to fruit flavours. Marketing strategies have focused on boosting overall sales in gum as manufacturers look to reactivate gum and push volume sales.

COMPETITIVE LANDSCAPE

  • Kraft Foods will remain the dominant player in 2013, the company will account for 81% of gum retail sales in the year. This total market dominance is due to strong brand loyalty and the wide availability of their two leading brands; Trident and Clorets. This manufacturer benefits from economies of scale that reduce the cost of production, while it also pushes the market in innovation and marketing. In second place is a local distributor; International Distributions IMA, a company that will account for 10% of the value sales in gum in 2013. This company distributes Wrigley, a product that is popular amongst upper class buyers, the product offers appealing packaging formats and differentiated flavour combinations.

PROSPECTS

  • Over the forecast period, temporary products will be used to test new flavours, since the consumer response to new flavours is unpredictable. Leading brands will continue to push advertising that encourages the consumption of gum, while taking advantage of their strong brand recognition and social media to maintain their sales. Manufacturers will continue to look for ways to reduce production costs in order to maintain profit margins.

Sugar Confectionery

TRENDS

  • Differentiation remains a challenge for manufacturers compared to other confectionery categories despite a variety of marketing and product development initiatives in 2013. Manufacturers were focused on applying new marketing strategies, while taking advantage of their best known brands to achieve a stronger market position. Social media such as Facebook was used extensively as a tool to increase brand awareness, and this form of advertising has been key to brand performance in sugar confectionery in 2013. Packaging innovation has focussed on practical packaging, while innovation in flavours and colours of sugar confectionery marked the largest change in the category in 2013. A shift in taste, with rising interest in health and wellness and convenient packaging were some of the major trends in the year.

COMPETITIVE LANDSCAPE

  • Kraft Foods remains the leader in the sales of sugar confectionery in Costa Rica, in 2013, it is expected to account for 50% share of current value sales. This international manufacturer benefits from the strong positioning of its leading brands Gallito and Halls, which are the favourite self-indulgence treats for a broad base of consumers. In the case of Gallito, its popularity relies on traditional recognition. Kraft Foods’ strong distribution network has allowed its brands national coverage. The rest of the companies in sugar confectionery maintain much lower shares of the market. International Distributions IMA for example, is ranked second in the market with an 11% share of current value sales due to the distribution of Life Savers and Skittles.

PROSPECTS

  • During the forecast period, it is expected that well-known brands will continue to strengthen, while manufacturers might be forced to invest heavily in mints and lollipops to reverse the weak performance in sales. On the other hand premium products with added features (natural ingredients with health properties, trendy superfoods) are expected to develop further in the market. New competitors are likely to take advantage of this opportunity as demand for these products grows.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery 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 Confectionery industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery 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 Confectionery in Costa Rica?
  • What are the major brands in Costa Rica?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • 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

Confectionery in Costa Rica - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

CATEGORY DATA

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2008-2013
  • Table 14 Sales of Gum by Category: Value 2008-2013
  • Table 15 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 17 NBO Company Shares of Gum: % Value 2009-2013
  • Table 18 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 19 Distribution of Gum by Format: % Value 2008-2013
  • Table 20 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 21 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2013-2018

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 25 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018

Packaged Food in Costa Rica - Industry Context

EXECUTIVE SUMMARY

More analytical shoppers keep looking for best value for money opportunities

Convenience- and health-oriented products become most important innovations

International competitors continue to rely on acquisitions to rapidly increase market share

Further development of modern grocery outlets continues to hurt performance of traditional channel

Consumers will expect more than “light foods” in coming years

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 51 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 61 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 71 Sales of Packaged Food by Category: Value 2008-2013
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 74 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 75 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 77 Penetration of Private Label by Category: % Value 2008-2013
  • Table 78 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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