Beauty and Personal Care in Costa Rica

Beauty and Personal Care in Costa Rica

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Mass beauty and personal care sees some decline in 2020 as a result of economic uncertainty and store closures

International and regional players maintain their rankings, but Belcorp loses some share to Unilever

Direct sellers act nimbly in an uncertain trading landscape

RECOVERY AND OPPORTUNITIES

Ongoing economic uncertainty and limited incomes will give mass beauty and personal care an advantage over premium products in the future

Categories worst hit by COVID-19 will make a speedy recovery,

Imported options offering value-added brands will encourage existing players to innovate, with more natural formulations likely to be seen

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Premium fragrances and colour cosmetics see a steep decline in 2020, dragging down overall category performance despite a good year for bath and shower

Complex factors combine to hinder premium beauty and personal care in 2020

Saint Honoré continues to lead a highly fragmented category

RECOVERY AND OPPORTUNITIES

Swift recovery for many categories is likely as the country returns to pre-pandemic spending and behaviour

Recovery will be dependent on many complex factors in the years ahead

E-commerce is set to continue developing over the forecast period as players seek to expand their customer base

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Sales of baby wipes in particular help lift overall category performance in 2020

In-store sales decline and players turn toward e-commerce to boost performance

The competitive landscape remains relatively stable in 2020 and dominated by international players

RECOVERY AND OPPORTUNITIES

Bright outlook for baby wipes, baby and child-specific sun care and nappy (diaper) rash treatments in the years ahead

Added value and affordability will be key requirements for growth in the category over the forecast period

Younger and higher-income families will drive sales in the future, but low birth rates may hamper growth

CATEGORY DATA

Bath and Shower in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Strong growth for some areas of bath and shower in 2020 as handwashing increases among the general population

Uneven performance across bath and shower in 2020, as consumers differentiate between essential and non-essential products

Multinationals continue to lead in 2020 with widely available, well-known brands

RECOVERY AND OPPORTUNITIES

Growth rates will be low, despite a long-term increase in general hygiene

New formulations will tap into the growing interest in natural and organic ingredients

Imported brands and smaller domestic players have scope for growth in a highly fragmented category

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2015-2020
Table 23 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 25 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 26 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 27 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Depilatories in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Depilatories sees some decline in 2020 as consumers have fewer opportunities to show off hair-free legs

Multinationals continue to lead depilatories, thanks to widespread availability across retail channels

Value for money remains key in 2020, benefitting lower-cost depilatories

RECOVERY AND OPPORTUNITIES

Scope for growth in natural and organic formulations across the forecast period

Growth will be slow as consumers prioritise essential beauty and personal care products for the next two years

Players will target higher-income consumers as the local economy recovers

CATEGORY DATA

Hair Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Hair care see mixed performance across subcategories in 2020 as a result of salon closures and changes in consumer behaviour

Players seek to boost sales in a challenging climate by offering online shopping and advice

Traditional brands continue to lead, but others compete with careful targeting

RECOVERY AND OPPORTUNITIES

Long-term changes in consumer habits will lead to more hair care being carried out at home

Scope for growth through added-value products and natural formulations

Brand loyalty will continue to fade, increasing fragmentation within hair care over the forecast period.

CATEGORY DATA

Table 30 Sales of Hair Care by Category: Value 2015-2020
Table 31 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 32 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 33 NBO Company Shares of Hair Care: % Value 2016-2020
Table 34 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 35 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 36 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 37 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 38 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 39 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 40 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns boost sales of men’s bath and shower and deodorants in 2020, but non-essential subcategories suffer

The competitive field in men’s grooming remains stable in 2020

The closure of barber shops and hair salons during lockdown encourages Costa Rican men to trade down to mass products

RECOVERY AND OPPORTUNITIES

A decline in men’s fragrances will be offset to some extent by a positive performance in men’s shaving and men’s toiletries

Innovative and affordable products are set to gain momentum over the forecast period

Men’s grooming will become segmented and specialised in the coming years

CATEGORY DATA

Table 41 Sales of Men’s Grooming by Category: Value 2015-2020
Table 42 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 43 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 44 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020
Table 45 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 46 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 47 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 48 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 49 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Slow growth for oral care in 2020 as consumers purchase fewer added value products to save money

Private label remains niche in oral care as consumers stick with well-known brands

Multinationals maintain their dominance despite challenge from specialist brands

RECOVERY AND OPPORTUNITIES

Oral care will see slower retail value and volume growth over the forecast period than during the review period

Innovation in oral care will target higher income, curious local consumers

Scope for growth in battery toothbrushes as oral hygiene concerns become ubiquitous

CATEGORY DATA

Table 50 Sales of Oral Care by Category: Value 2015-2020
Table 51 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 52 Sales of Toothbrushes by Category: Value 2015-2020
Table 53 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 54 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 55 NBO Company Shares of Oral Care: % Value 2016-2020
Table 56 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 57 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 58 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 59 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 60 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Skin care sees slower growth in 2020, but increased handwashing and mask-wearing help boost sales

Regional and international competitors Belcorp, BDF and Unilever continue to lead

New launches despite challenging economic climate

RECOVERY AND OPPORTUNITIES

Skin care that offers moisturising and antibacterial properties will remain popular for as long as consumers fear contagion

Natural formulations will continue to appeal to higher-income consumers

Fragmentation likely, but leading players will retain their positions

CATEGORY DATA

Table 61 Sales of Skin Care by Category: Value 2015-2020
Table 62 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Skin Care: % Value 2016-2020
Table 64 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 65 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 66 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Lack of tourists and beach closures hampers growth in sun care in 2020

High sun protection and affordability remain important to Costa Ricans

Global manufacturers continue to dominate sun care in 2020

RECOVERY AND OPPORTUNITIES

Return to beaches and tourist trade will boost sales of sun protection and after sun over the forecast period

Sun care will bounce back quickly in 2021, especially in baby and child-specific sun care

Scope for development in sun care for players offering added value and affordability

CATEGORY DATA

Table 67 Sales of Sun Care by Category: Value 2015-2020
Table 68 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 69 Sales of Sun Care by Premium vs Mass: % Value 2015-2020
Table 70 NBO Company Shares of Sun Care: % Value 2016-2020
Table 71 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 72 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 73 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Table 74 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025

Baby and Child-Specific Products in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Sales of baby wipes in particular help lift overall category performance in 2020

In-store sales decline and players turn toward e-commerce to boost performance

The competitive landscape remains relatively stable in 2020 and dominated by international players

RECOVERY AND OPPORTUNITIES

Bright outlook for baby wipes, baby and child-specific sun care and nappy (diaper) rash treatments in the years ahead

Added value and affordability will be key requirements for growth in the category over the forecast period

Younger and higher-income families will drive sales in the future, but low birth rates may hamper growth

CATEGORY DATA

Table 75 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 76 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 77 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 78 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 79 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 80 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 81 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 82 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 83 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

ockdown and mask-wearing hamper the performance of colour cosmetics in 2020

Recognised global and regional players maintain their competitive edge

Direct selling increases thanks to a major recruitment drive in 2020

RECOVERY AND OPPORTUNITIES

Colour cosmetics will recover swiftly in 2021 so long as restrictions ease

Reduced disposable incomes will see mass colour cosmetics remain far more popular than premium cosmetics, but there is scope for development

Lip and brow-specific products will see innovation in the future

CATEGORY DATA

Table 84 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 85 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 86 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 87 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 88 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 89 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 90 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 91 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 92 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025

Deodorants in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Deodorants sees some decline as consumers reduce use and opt for lower-cost products in 2020

International brands maintain their competitive edge in deodorants in a difficult climate

Natural formulations hold significant appeal but remain niche in 2020 as consumers prioritise value for money in economically challenging times

RECOVERY AND OPPORTUNITIES

Essential profile of deodorants will lead to continued growth in the years ahead

Innovation and added value will increasingly take the form of botanical and organic formulations

Deodorant creams has scope for growth as the smallest subcategory

CATEGORY DATA

Table 93 Sales of Deodorants by Category: Value 2015-2020
Table 94 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 95 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 96 NBO Company Shares of Deodorants: % Value 2016-2020
Table 97 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 98 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 99 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 100 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025

Depilatories in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Depilatories sees some decline in 2020 as consumers have fewer opportunities to show off hair-free legs

Multinationals continue to lead depilatories, thanks to widespread availability across retail channels

Value for money remains key in 2020, benefitting lower-cost depilatories

RECOVERY AND OPPORTUNITIES

Scope for growth in natural and organic formulations across the forecast period

Growth will be slow as consumers prioritise essential beauty and personal care products for the next two years

Players will target higher-income consumers as the local economy recovers

CATEGORY DATA

Table 101 Sales of Depilatories by Category: Value 2015-2020
Table 102 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 103 NBO Company Shares of Depilatories: % Value 2016-2020
Table 104 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 105 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 106 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

COVID-19 significantly impacts the performance of premium fragrances in particular in 2020

Direct selling faces challenges in 2020 due to restrictions on movement and distribution issues

Global and regional players remain ahead in fragrances in 2020

RECOVERY AND OPPORTUNITIES

Fragrances will receive a boost in 2021 but face challenges thereafter

Innovative added-value formulations will be key for growth in the future

Changes in consumer behaviour will impact fragrances in Costa Rica in the future

CATEGORY DATA

Table 107 Sales of Fragrances by Category: Value 2015-2020
Table 108 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 109 NBO Company Shares of Fragrances: % Value 2016-2020
Table 110 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 111 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 112 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 113 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 114 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

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