As macroeconomic conditions have continued to become less stable in Costa Rica, particularly in the second half of 2018, horeca, business and institutional channels continue to look for more affordable and convenient away-from-home tissue solutions, in line with their budget limitations, while still providing good quality products for their clients. In this context, suppliers of away-from-home tissue products continued to become more competitive in terms of prices and follow-up service, providing high yield and performance products to their clients.
Distribution partnerships with foodservice operators, such as the leader Belca and Kimberly Clark, continue to provide sales opportunities for leading and emerging brands in the horeca channel. Larger supply contracts and longer term relationships continue to characterise demand from public institutions and hospitals for tissue and hygiene products.
As local institutional consumers become better informed and more confident in the advantages of opting for digital shopping platforms, the importance of establishing on-line selling sites will continue to increase within away-from-home tissue and hygiene over the coming years, enabling major players to provide convenient solutions for smaller as well as larger institutional consumers. This scenario is expected to provide major players with additional competitive advantages in comparison to manufacturers using more traditional distribution methods.
The major global competitors such as Kimberly Clark Costa Rica SA and Essity Centroamérica SA rely on their large-scale manufacturing and logistical advantages to maintain their strong positions in away-from-home sales. They benefit from strong awareness of their leading brands, linked to their offer in retail tissue and hygiene products, and their well-established distribution networks across the country.
Local horeca, business and institutional customers will continue to be interested in finding more affordable but still high performance away-from-home tissue and hygiene solutions. Both established and emerging players are expected to continue promoting innovative products, which will include more effective dispensing mechanisms and higher quality fibres, offering improved performance, while still providing competitive unit prices to their clients.
Price-based competition will gain additional relevance over the forecast period, influenced by the rising availability of easy to use ordering sites, which will provide additional operational savings for major manufacturers. This scenario will be also driven by the uncertain financial situation that the local economy is anticipated to continue facing during the forecast period, requiring suppliers to adjust to the budget limitations of their clients.
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This industry report originates from Passport, our Tissue and Hygiene market research database.