Bath and Shower in Costa Rica

PRE-COVID-19 PERFORMANCE

Bar soap remains dominant as it is considered a necessity by most consumers

Bath and shower continued to see strong growth in current value terms in 2019, with all categories except body powder also seeing retail volume increases. Although premium bath and shower saw slightly stronger growth, this was from a low base, whilst sales of dermocosmetic products remained negligible.

Desire for value drives sales, but consumers value functional and natural ingredients

Better value for money proposals were seen in the offer in Costa Rica during 2019, along with further levels of segmentation and different types of added-value claims. The ongoing trend towards healthier and more natural lifestyles was one factor which kept driving the performance of such products in the category.

Multinationals lead with widely available, well-known brands

Major international competitors Colgate-Palmolive and Unilever de Centroamérica together remained dominant in bath and shower during 2019, accounting for three quarters of value sales. Their brands Protex, Bactex and Palmolive (Colgate-Palmolive) and Dove, Rexona and Suave (Unilever) benefit from good recognition and leverage economies of scale in terms of manufacturing and distribution.

2020 AND BEYOND

COVID-19 impact

Bath and shower is now expected to see 3% growth in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is slightly higher than the 2% growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

Although COVID-19 is expected to increase demand for bath and shower products in 2020, the impact is not expected to be the same across categories. The advice to limit the spread of the virus includes regular hand washing.

Recovery and opportunities

The increase in demand for bath and shower products due to COVID-19 is expected to be limited to 2020. Normalisation of the current value growth rate is expected in 2021, with this rate of growth maintained throughout the forecast period.

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