Executive Summary

Jun 2019
PROSPECTS
Bath and shower performs better in 2018 with increased segmentation, but economic uncertainty leads to more discounts and other promotional strategies

Whilst bath and shower is approaching maturity in Costa Rica, value and volume growth increased in 2018 over that seen in the previous year. However, price-based competition is having a considerable impact on value growth in this category, as major bath and shower players are engaging in more aggressive promotional and discount activities.

Additional specialisation and demand polarisation anticipated

In view of current trends across most bath and shower categories, the category’s performance over the forecast period will be determined by the development of additional levels of segmentation and product specialisation. In this context, major domestic and imported brands will continue to rely on added-value proposals to meet the quality expectations of higher-income local millennials.

Value-for-money options to expand

On the other hand, we expect to see an expanding offer of generic value-for-money options capable of competing with similar top-of-mind mass-orientated brand proposals, such as Walmart’s private label brand Great Value. Such options should continue to promote family packaging sizes of 3-5 units and above 500ml presentations and more aggressive value relations capable of meeting the budget capabilities of average middle-income and even low-income families.

COMPETITIVE LANDSCAPE
Global manufacturers continue to dominate bath and shower

Benefiting from their consolidated participation across multiple personal care categories, the international competitors Colgate-Palmolive and Unilever continued to capitalise on their strong manufacturing and distribution capabilities. They were the clear bath and shower sales’ champions in 2018, together accounting for close to three quarters of retail value sales, benefiting from the strong brand awareness that enabled them to hold similar leading roles in other personal care categories.

Walmart and Bioland make inroads

All major players keep using their global flagship brand extensions to increase segmentation and penetration capabilities amongst middle- to high-income consumers. Category players on the other end remained relatively fragmented in 2018, although global retailer Walmart ranked third with its private label and domestic competitor (fifth ranked) Bioland kept developing and posted higher value growth over the year.

Priced-based competition and product availability anticipated to maintain its pace

As the Costa Rican economy is expected to slow down over the forecast period, most players within bath and shower are expected to focus on priced-based competition and product availability, with major players such as Walmart, Procter & Gamble and even the domestic manufacturer Bioland striving to gain additional volume and value sales share from the leaders Colgate and Unilever. In this context, the dominant category leaders will respond with similar value proposals, using their strong manufacturing and logistics muscles to remain on top.

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Bath and Shower in Costa Rica

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Overview

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

The Bath and Shower 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 Bath and Shower in Costa Rica?
  • What are the major brands in Costa Rica?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

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 Beauty and Personal Care market research database.

Bath and Shower in Costa Rica - Category analysis

HEADLINES

PROSPECTS

Bath and shower performs better in 2018 with increased segmentation, but economic uncertainty leads to more discounts and other promotional strategies
Additional specialisation and demand polarisation anticipated
Value-for-money options to expand

COMPETITIVE LANDSCAPE

Global manufacturers continue to dominate bath and shower
Walmart and Bioland make inroads
Priced-based competition and product availability anticipated to maintain its pace

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 7 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 8 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Costa Rica - Industry Overview

EXECUTIVE SUMMARY

Economic uncertainty pushes discounts and promotional activity even further in 2018
More affordable added-value alternatives continue to gain traction
Traditional international players defend their competitive advantages in 2018
New product development focusses on natural and functional ingredients
New health and wellness lifestyles anticipated to continue influencing beauty and personal care performance over the forecast period

MARKET DATA

Table 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources