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Beauty and Personal Care in
Costa Rica

Country Report

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Executive Summary

Jun 2019
Economic uncertainty pushes discounts and promotional activity even further in 2018

During 2018, most beauty and personal care categories remained affected by extraordinary levels of economic uncertainty that emerged in Costa Rica after the second semester of 2018. The uncertainty caused a broader base of middle- and low-income consumers to adopt cautious spending habits and look for more affordable value proposals, whilst constantly responding to discounts and promotional activities.

More affordable added-value alternatives continue to gain traction

Sales of most basic and essential beauty and personal care categories including bath and shower, skin care, hair care, oral care and depilatories continued to be boosted by more affordable and promotional-orientated activation strategies. An expanding base of upper- and middle-income millennials kept gaining interest in added-value options promoted by modern retailers, where herbal and natural ingredients claims continued to lead the pace.

Traditional international players defend their competitive advantages in 2018

Benefiting from their consolidated manufacturing and distribution capacities across the region, strong international companies such as Colgate-Palmolive de CV, Corporación Belcorp de Costa Rica, Procter & Gamble Interamericas de Costa Rica and Unilever de Centroamérica maintained their competitive edges in beauty and personal care in 2018. Their top-of-mind positions, broad levels of segmentation, point of sale availability and affordable pricing strategies continued to set the pace in terms of mass beauty and personal care demand.

New product development focusses on natural and functional ingredients

As seen during the review period, multiple functional and natural ingredients’ claims that include a broad base of herbal, antioxidant and essential proteins’ formulations (keratin and collagen for instance), continued to drive most new product development in 2018. In skin care, for example, Chanel introduced an added-value premium anti-aging serum containing Costa Rican green coffee.

New health and wellness lifestyles anticipated to continue influencing beauty and personal care performance over the forecast period

As a broader base of younger middle- and high-income buyers become interested in health, wellness and convenience, there will be many opportunities for development of preventive beauty approaches over the forecast period. Herbal/natural-based formulations including plant-based blends, vitamins, enzymes, minerals, and even probiotics will continue to gain further penetration, targeting mostly millennials with higher incomes.

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Beauty and Personal Care in Costa Rica

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Costa Rica for free (where applicable):

The Beauty and Personal Care 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 Beauty and Personal Care in Costa Rica?
  • What are the major brands in Costa Rica?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

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.

Beauty and Personal Care in Costa Rica

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 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Fragrances in Costa Rica

HEADLINES

PROSPECTS

Economic uncertainty and contraband continue to impact fragrances sales
Strong brand recognition and aspirational lifestyle concepts will influence demand for premium fragrances
Mass fragrances to reinvent themselves

COMPETITIVE LANDSCAPE

Regional distributor and retailer Saint Honoré maintains its lead in premium fragrances
Direct sellers reach broad base of low- and middle-income buyers
Recognised global brands expected to keep their competitive advantages

CATEGORY DATA

Table 10 Sales of Fragrances by Category: Value 2013-2018
Table 11 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Fragrances: % Value 2014-2018
Table 13 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 14 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 15 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 16 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 17 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Costa Rica

HEADLINES

PROSPECTS

Whilst shampoo accounts for the most sales, consumers – especially millennials – are responding to other, added-value hair care alternatives
Added-value natural ingredients’ claims continue to incentivise hair care demand
Additional levels of product specialisation anticipated over the forecast period

COMPETITIVE LANDSCAPE

Traditional brands and players continue to lead hair care sales in 2018
Brand loyalty falters as consumers become skilled discounters
New added-value proposals and affordable proposals to boost competition
Value proposals will benefit from economies of scale, organic certification and new distribution alliances

CATEGORY DATA

Table 18 Sales of Hair Care by Category: Value 2013-2018
Table 19 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 20 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 21 NBO Company Shares of Hair Care: % Value 2014-2018
Table 22 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 23 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 24 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 25 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 26 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 27 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 28 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Costa Rica

HEADLINES

PROSPECTS

Demand for functional and natural-based ingredients increases in 2018
The same trend is anticipated to be the focus of new product development over the forecast period
All types of companies are expected to stay on trend

COMPETITIVE LANDSCAPE

International players maintain their dominant position in 2018
Imported options gain additional penetration, increasing price-based competition

CATEGORY DATA

Table 29 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 30 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 32 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 33 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 34 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Costa Rica

HEADLINES

PROSPECTS

Brand recognition, availability, pricing and use tradition continue to set the pace in 2018
Major players work to maintain perception of offering high-performance products
Development of new value proposals and more specialised categories anticipated

COMPETITIVE LANDSCAPE

Traditional international players remain ahead in value sales
Less traditional players including private label to keep gaining shelf space

CATEGORY DATA

Table 35 Sales of Men’s Grooming by Category: Value 2013-2018
Table 36 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 37 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 38 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 39 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 40 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 41 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 42 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 43 Forecast Sales of Men's Grooming by Category: % Value Growth 2018-2023

Oral Care in Costa Rica

HEADLINES

PROSPECTS

Professional positioning and whitening claims keep setting the pace in 2018
Gum-health awareness will gain additional relevance
Other developments to focus on homoeopathic, vegan and organic formulations

COMPETITIVE LANDSCAPE

Major global players Colgate-Palmolive and Procter & Gamble continue to lead the oral care offer in 2018
Traditional retailers offer the most basic products whilst Automercado and other high-end modern grocery retailers offer more specialised ones
Product innovation and more affordable proposals will gain further penetration

CATEGORY DATA

Table 44 Sales of Oral Care by Category: Value 2013-2018
Table 45 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 46 Sales of Toothbrushes by Category: Value 2013-2018
Table 47 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 48 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 49 NBO Company Shares of Oral Care: % Value 2014-2018
Table 50 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 51 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 52 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 53 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 54 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Costa Rica

HEADLINES

PROSPECTS

Use tradition, brand recognition and peer recommendations set the pace
Economic uncertainty affects premium performance in second half of 2018
Focus to remain on additional segmentation and specialisation

COMPETITIVE LANDSCAPE

Traditional global brands continue to lead premium beauty and personal care in 2018
Estée Lauder continues to consolidate its position within premium colour cosmetics
New added-value and more affordable premium proposals to boost competition

CATEGORY DATA

Table 55 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 56 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 58 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 59 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 60 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Costa Rica

HEADLINES

PROSPECTS

Brand awareness and multiple performance claims continue to drive sales
Momentum for more affordable and generic options also rises
Herbal/traditional alternatives are set to gain additional traction

COMPETITIVE LANDSCAPE

Major international players continue to lead skin care value sales in 2018
Direct seller Belcorp’s L’Bel is the leading skin care brand, benefitting from extensive and loyal sales associates
Polarisation set to widen leading up to 2023

CATEGORY DATA

Table 61 Sales of Skin Care by Category: Value 2013-2018
Table 62 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Skin Care: % Value 2014-2018
Table 64 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 65 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 66 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Costa Rica

HEADLINES

PROSPECTS

Additional sun protection and segmentation efforts continue to shape demand in 2018
Mass players maintain focus on sun protection
Additional segmentation and use of natural ingredients to become increasingly relevant

COMPETITIVE LANDSCAPE

Traditional international brands continue to lead sun care sales
More specialised products expected to consolidate by 2023
Penetration set to increase as larger global retailers and smaller local laboratories expand their distribution to reach lower-income population segments

CATEGORY DATA

Table 67 Sales of Sun Care by Category: Value 2013-2018
Table 68 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 69 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 70 NBO Company Shares of Sun Care: % Value 2014-2018
Table 71 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 72 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 73 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 74 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Bath and Shower in Costa Rica

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 75 Sales of Bath and Shower by Category: Value 2013-2018
Table 76 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 77 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 78 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 79 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 80 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 81 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 82 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Costa Rica

HEADLINES

PROSPECTS

Local women continue to adopt more natural looks whilst opting for longer-lasting effects
Specialised products increasingly popular
Players to focus on producing products with lifestyle claims, whilst using several means to develop relationships with consumers

COMPETITIVE LANDSCAPE

Major international competitors remain ahead in sales
New value proposals and innovative natural-based developments anticipated
New opportunities for retailing and experience-based concepts

CATEGORY DATA

Table 83 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 84 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 85 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 86 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 87 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 88 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 89 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 90 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 91 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Costa Rica

HEADLINES

PROSPECTS

Traditional self-confidence and superior performance claims continue to set the pace
Whilst focus is on middle- to high-income consumers, emerging proposals aim to attract a wider base by virtue of being more affordable
Additional segmentation and more specialised value proposals expected

COMPETITIVE LANDSCAPE

International brands remain ahead in value sales
Fragmented mix of other players and brands compete on price as well as by making additional performance claims
New value proposals and innovative natural-based developments anticipated

CATEGORY DATA

Table 92 Sales of Deodorants by Category: Value 2013-2018
Table 93 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 94 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 95 NBO Company Shares of Deodorants: % Value 2014-2018
Table 96 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 97 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 98 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 99 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Costa Rica

HEADLINES

PROSPECTS

New value-for-money alternatives and multiple brand extensions continue to boost demand in 2018
Consumers have many options from which to choose when looking to address specific needs
Natural ingredients’ claims anticipated to continue gaining relevance

COMPETITIVE LANDSCAPE

Traditional international brands remain ahead
Affordable and higher-quality imported brands will continue to gain penetration

CATEGORY DATA

Table 100 Sales of Depilatories by Category: Value 2013-2018
Table 101 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 102 NBO Company Shares of Depilatories: % Value 2014-2018
Table 103 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 104 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 105 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Baby and Child-Specific Products in Costa Rica

HEADLINES

PROSPECTS

Added-value proposals keep setting the innovation pace, targeting millennial families
More traditional value brands maintain their popularity by offering innovative formulations at competitive pries
Natural and niche-orientated local proposals expected to gain sales momentum

COMPETITIVE LANDSCAPE

Major international manufacturers maintain their competitive advantages in 2018
Added-value imported and local products anticipated to attract interest over the forecast period

CATEGORY DATA

Table 106 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 107 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 108 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 109 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 110 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 111 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 112 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 113 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 114 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023