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Country Report

Costa Rica Flag Sanitary Protection in Costa Rica

| Pages: 18

Price: US$990

About this Report

Executive Summary

TRENDS

  • In 2015 current retail value sales reached CRC19.8 billion with 6% growth. Due to busier lifestyles, many women in Costa Rica, looking for convenience and savings, began using night-time towels during the day as opposed to using normal day-time towels. Although Euromonitor International definitions do not distinguish between night- and day-time towels which are both included in standard towels, it can be assumed that overall volume performance was affected by this shift towards night-time towels. Instead of using a number of day-time towels women use fewer night-time towels as they are more absorbent, therefore do not need to be changed as frequently.

COMPETITIVE LANDSCAPE

  • With a 41% value share, SCA Consumidor México & Centroamérica maintained its lead in sales of sanitary protection in the country in 2015. The company’s brand Saba is strongly positioned among local consumers, who appreciate the features offered versus other brands. According to industry sources, the technology of this product regarding anatomic fit is highly appreciated by consumers who are even willing to pay higher prices for this brand. The brand also offers a high level of segmentation, with different types of product lines in all categories to attract consumers with different preferences. Kotex by Kimberly-Clark Costa Rica SA is a more traditional brand, and tends to attract older women. The brand however received support to make it more youthful with new designs and a product line called Kotex Evolution. The brand comes in stylish folding cartons versus the normal flexible plastic packaging.

PROSPECTS

  • It is expected that over the forecast period constant retail value sales of sanitary protection will record a 3% CAGR to reach CRC23 billion by 2020. Growth should come from population increases and from further penetration of incipient categories. Although ongoing consumer trends can affect specific categories, declining consumption in one is reorientated to another, as overall there are no substitute products available in the country. Added-value products should remain important drivers for future performance, as consumers are willing to pay a premium for products that give better results. Bulk presentations, that are expected to continue gaining relevance over the forecast period, should also have a positive impact on overall performance.

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Overview

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

The Sanitary Protection in Costa Rica market research report includes:

  • Analysis of key supply-side and demand trends  
  • 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 Sanitary Protection in Costa Rica?
  • What are the major brands in Costa Rica?
  • What are the key new product launches in the sanitary protection market?

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 Tissue and Hygiene market research database.

Table of Contents

Sanitary Protection in Costa Rica - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Retail Sales of Sanitary Protection by Category: Value 2010-2015
  • Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2010-2015
  • Table 3 NBO Company Shares of Retail Sanitary Protection: % Value 2011-2015
  • Table 4 LBN Brand Shares of Retail Sanitary Protection: % Value 2012-2015
  • Table 5 Forecast Retail Sales of Sanitary Protection by Category: Value 2015-2020
  • Table 6 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020

Sanitary Protection in Costa Rica - Company Profiles

SCA Consumidor México & Centroamérica in Tissue and Hygiene (Costa Rica)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 SCA Consumidor México & Centroamérica: Key Facts

COMPETITIVE POSITIONING

  • Summary 2 SCA Consumidor México & Centroamérica: Competitive Position 2015

Tissue and Hygiene in Costa Rica - Industry Context

EXECUTIVE SUMMARY

Continued growth despite maturity

Price competition affects value performance

Low levels of fragmentation and high barriers to entry

Product availability is increasingly important for brands’ success

Great potential for future performance

MARKET INDICATORS

  • Table 7 Birth Rates 2010-2015
  • Table 8 Infant Population 2010-2015
  • Table 9 Female Population by Age 2010-2015
  • Table 10 Total Population by Age 2010-2015
  • Table 11 Households 2010-2015
  • Table 12 Forecast Infant Population 2015-2020
  • Table 13 Forecast Female Population by Age 2015-2020
  • Table 14 Forecast Total Population by Age 2015-2020
  • Table 15 Forecast Households 2015-2020

MARKET DATA

  • Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2010-2015
  • Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2010-2015
  • Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2011-2015
  • Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2012-2015
  • Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2010-2015
  • Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2010-2015
  • Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2015
  • Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
  • Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020

SOURCES

  • Summary 3 Research Sources

Segmentation

This market research report includes the following:

  • Sanitary Protection
    • Pantyliners
    • Tampons
    • Towels
      • Standard Towels
        • Standard Towels with Wings
        • Standard Towels without Wings
      • Ultra-Thin Towels
        • Ultra-Thin Towels with Wings
        • Ultra-Thin Towels without Wings
    • Sanitary Protection Including Intimate Wipes

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

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail 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

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