Baby and child-specific products were not hugely affected by the pandemic, with parents ensuring they bought the best for their children even in more straitened times and were also loyal to well established and trusted brands. For example, higher income consumers opt for La Roche Posay Anthelios Dermo-Paediatrics sunscreen and consumers of all incomes prioritise their baby needs over all other.
Parents continued to look for natural ingredients in their baby products and manufacturers are responding by launching products highlighting natural ingredients. For example, Huggies expanded its portfolio in 2021, with the launch of protective cream with almond oil that hydrates and nourishes baby's skin, as well as also launching an extra mild bar soap and two shampoos - chamomile and extra mild.
Baby and child-specific products continued to be dominated collectively by the international players Johnson & Johnson and Colgate-Palmolive in value terms in 2021. These players also have major presence in other beauty and personal care segments, which enables them to take advantage of strong distribution networks that reach most traditional and modern grocery retailers, as well as most chemists/pharmacies across the country.
Baby and child-specific product will register moderate constant value growth over the forecast period. A falling birth rate will dampen volume sales somewhat.
Costa Rica has an impressive record in terms of protecting the environment, with more than 98% of its energy being renewable. This also feeds into consumer goods, with consumers expecting high standards in terms of respect for the environment and making products as sustainable as possible.
While consumers are loyal to well established brands, it is expected that private label will gain value share over the forecast period. Consumers increasingly trust the quality of private label and this should see brands such as Wal-Mart’s Equate for babies and Member’s Selection baby wipes from retailer PriceSmart gaining value share.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Baby Care
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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