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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Costa Rica

94 pages, May 2018

US$2,650

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Executive Summary

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Further focus on specialisation and segmentation

As a result of global market dynamics, during 2017 there was an expanding offer of emerging and traditional brands, reflecting by the rising momentum of added-value products targeted at a broader base of mid- and high-income consumers across Costa Rica. While new products tried to meet demand for high quality yet still be affordable for target consumer groups (with a particular focus on more-mature millennials), traditional international players also made major efforts to refresh and update their overall brand image.

Natural ingredients are the major trend within beauty and personal care in 2017

The use and promotion of functional natural ingredients across most beauty and personal care categories was the most relevant trend within the industry during 2017. A combination of local and international value-added brands with a clear focus on the use of natural botanical extracts (such as the local brand Bioland and the imported products Bilka and Mustela) gained additional momentum across a wider base of mid- and higher-income consumers.

New and traditional players continue to focus on targeting mid-income consumers

As segmentation and polarisation become more relevant across most beauty and personal care categories, there continued to be more-intensive competition for mid-income consumers through products aimed at specific groups. This was reflected in the rising emergence of more-affordable and basic products aimed at the lower end of the market, including the further development of Walmart`s private label line Equate within most beauty and personal care categories (also leveraging on claims regarding functional ingredients).

Walmart’s private label line increases its presence across most categories, while the local player Bioland gains additional momentum through natural-based products

New product development was characterised by two major events during 2017. At one end of sales there was the rising availability of Walmart’s private label line Equate, which was targeted at mid-income consumers, very affordable and promoted via claims of multiple natural ingredients.

“Masstige” products focused on mid-income millennials are expected to gain momentum over the forecast period

Affordable ”masstige” lines with a clear focus on providing safer and more-sustainable products to local millennials are anticipated to continue gaining momentum across beauty and personal care in Costa Rica over the forecast period. Such developments will be supported by the ongoing shift towards the promotion and distribution of emerging and higher-quality brands across the world, backed by online sales, relevant digital media content and positive word-of-mouth references.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

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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.

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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:

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.

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Beauty and Personal Care in Costa Rica

EXECUTIVE SUMMARY

Further focus on specialisation and segmentation

Natural ingredients are the major trend within beauty and personal care in 2017

New and traditional players continue to focus on targeting mid-income consumers

Walmart’s private label line increases its presence across most categories, while the local player Bioland gains additional momentum through natural-based products

“Masstige” products focused on mid-income millennials are expected to gain momentum over the forecast period

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Costa Rica

HEADLINES

PROSPECTS

Additional levels of segmentation and specialisation set the pace in 2017

Claims regarding natural ingredients promise more positive experiences

New added-value developments anticipated to feature more within online promotional strategies over the forecast period

COMPETITIVE LANDSCAPE

Major traditional international players continue to dominate sales

New products continue gaining momentum by targeting mid- and higher-income consumers

Digital sales are expected to gain ground over the forecast period

CATEGORY DATA

Table 10 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 15 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Costa Rica

HEADLINES

PROSPECTS

Value for money products continue to emerge alongside added-value alternatives

Appealing packaging, convenience and multiple performance claims set the pace

Additional segmentation and further promotion of natural formulations expected over the forecast period

COMPETITIVE LANDSCAPE

Traditional international players remain ahead in value terms

Less-traditional players, including local companies and private label, continue to gain shelf space

Economies of scale regarding logistics and also value packs are anticipated to lead sales over the forecast period

CATEGORY DATA

Table 19 Sales of Bath and Shower by Category: Value 2012-2017
Table 20 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 22 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 23 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 24 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 25 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 26 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Costa Rica

HEADLINES

PROSPECTS

Golden, bright and matte tones along with point-of-sale displays set the pace during 2017

Product innovation continues to leverage on easier application, convenience and visual impact

New opportunities for further specialisation and the promotion of ecological and ethical products over the forecast period

COMPETITIVE LANDSCAPE

Traditional players continue to lead

New products continue to emerge

New sales opportunities to appear within emerging channels, while more-indulgent consumption experiences set to become available

CATEGORY DATA

Table 27 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 28 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 29 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 32 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 33 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 34 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 35 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Costa Rica

HEADLINES

PROSPECTS

Additional segmentation and product specialisation characterise deodorants in 2017

Convenience and multiple performance claims continue to set the pace

Good development opportunities for natural-based deodorants over the forecast period

COMPETITIVE LANDSCAPE

Traditional international players maintain their competitive edge during 2017

New product launches find room based on presentation and new fragrances

Natural products anticipated to appeal to higher-end younger consumers over the forecast period

CATEGORY DATA

Table 36 Sales of Deodorants by Category: Value 2012-2017
Table 37 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 38 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 39 NBO Company Shares of Deodorants: % Value 2013-2017
Table 40 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 41 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 42 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 43 Forecast Sales of Deodorants by Premium vs Mass: % Value 2017-2022

Depilatories in Costa Rica

HEADLINES

PROSPECTS

Development of additional segmentation

Marketing claims support sales

New development opportunities to emerge over the forecast period

COMPETITIVE LANDSCAPE

Traditional players and beauty specialists’ brands continue to lead

Walmart’s private label line Equate continues to develop during 2017

Further product specialisation will make room for new products and promote channel shifts over the forecast period

CATEGORY DATA

Table 44 Sales of Depilatories by Category: Value 2012-2017
Table 45 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Depilatories: % Value 2013-2017
Table 47 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 48 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 49 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Costa Rica

HEADLINES

PROSPECTS

More-affordable products set the trend during 2017

New brand extensions continue to push demand for premium products

More-natural products to gain momentum over the forecast period

COMPETITIVE LANDSCAPE

Direct sellers continue to lead mass fragrances, while Saint Honoré Costa Rica leads premium sales

New beauty players and products continue to emerge during 2017

Online platforms will continue to boost sales of “masstige” fragrances over the forecast period

CATEGORY DATA

Table 50 Sales of Fragrances by Category: Value 2012-2017
Table 51 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 52 NBO Company Shares of Fragrances: % Value 2013-2017
Table 53 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 54 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 55 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 56 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 57 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Costa Rica

HEADLINES

PROSPECTS

Product specialisation and multiple functional claims set the major trends in 2017

Formulations with natural ingredients increase their momentum

Functional natural products and further segmentation anticipated over the forecast period

COMPETITIVE LANDSCAPE

Traditional international players continue to lead hair care, while new lines become available

Added-value local and regional brands also post good sales performances in 2017

Global competitors to continue to invest in online sales

CATEGORY DATA

Table 58 Sales of Hair Care by Category: Value 2012-2017
Table 59 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 60 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 61 NBO Company Shares of Hair Care: % Value 2013-2017
Table 62 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 63 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 64 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 65 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 66 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 67 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 68 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Costa Rica

HEADLINES

PROSPECTS

Value for money products and claims regarding natural ingredients set the pace during 2017

“Masstige” and other specialised offers targeted at mid/high-income consumers continue to gain momentum

Further levels of segmentation and personalisation anticipated over the forecast period

COMPETITIVE LANDSCAPE

Major international competitors continue to dominate mass beauty and personal care in 2017

Polarisation within mass-orientated brands gains additional momentum

New retailing experiences and the further development of added-value proposals to set competitive dynamics over the forecast period

CATEGORY DATA

Table 69 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 70 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 71 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 72 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 73 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 74 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Costa Rica

HEADLINES

PROSPECTS

Additional levels of segmentation boost men’s grooming during 2017

Affordability and basic products continue to characterise men’s grooming in Costa Rica

New development opportunities anticipated to emerge from value-added products over the forecast period

COMPETITIVE LANDSCAPE

Traditional international competitors remain ahead in value terms

Private label lines continue expanding within men’s grooming during 2017

Emerging added-value products are anticipated to focus on higher-end millennials over the forecast period

CATEGORY DATA

Table 75 Sales of Men’s Grooming by Category: Value 2012-2017
Table 76 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 77 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 78 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2017
Table 79 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 80 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 81 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 82 Forecast Sales of Men's Grooming by Category: Value 2017-2022
Table 83 Forecast Sales of Men's Grooming by Category: % Value Growth 2017-2022

Oral Care in Costa Rica

HEADLINES

PROSPECTS

Additional levels of specialisation continue boosting oral care sales during 2017

Complete oral care lines continue promoting sales of complementary products, such as mouthwashes

More-natural formulations will continue to have good development opportunities over the forecast period

COMPETITIVE LANDSCAPE

International players continue to lead oral care in Costa Rica

Walmart’s private label line competes strongly

Further specialisation will continue to characterise oral care over the forecast period

CATEGORY DATA

Table 84 Sales of Oral Care by Category: Value 2012-2017
Table 85 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 86 Sales of Toothbrushes by Category: Value 2012-2017
Table 87 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 88 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 89 NBO Company Shares of Oral Care: % Value 2013-2017
Table 90 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 91 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 92 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 93 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 94 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Costa Rica

HEADLINES

PROSPECTS

Aspirational products and high-end shopping experiences continue characterising the offer within premium beauty and personal care

Skin care, fragrances and colour cosmetics continue to lead premium beauty and personal care sales in Costa Rica

Premium products will continue to leverage on botanical breakthroughs and more-sustainable manufacturing practices over the forecast period

COMPETITIVE LANDSCAPE

Well-known global brands continue to set the standard

New product launches focus on brand tradition, innovation and millennials’ values

Additional levels of innovation anticipated within premium beauty and personal care over the forecast period

CATEGORY DATA

Table 95 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 96 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 97 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 98 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 99 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 100 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Costa Rica

HEADLINES

PROSPECTS

Additional levels of specialisation continue to gain momentum within skin care

Natural-based functional developments and dermocosmetics continue to increase in popularity in Costa Rica

Claims regarding natural ingredients to continue setting the pace over the forecast period

COMPETITIVE LANDSCAPE

Traditional international players continue to lead

Affordable and more-traditional lines also increase in popularity

Specialised new product launches expected to consolidate over the forecast period

CATEGORY DATA

Table 101 Sales of Skin Care by Category: Value 2012-2017
Table 102 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 103 NBO Company Shares of Skin Care: % Value 2013-2017
Table 104 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 105 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 106 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Costa Rica

HEADLINES

PROSPECTS

Additional segmentation in terms of pack sizes, added-value features and prices set the pace

Sun protection continues to account for the largest value share

More-natural alternatives will increase the demand for aftersun and self-tanning over the forecast period

COMPETITIVE LANDSCAPE

Traditional players maintain their strong dominance within sun care in 2017

New added-value products anticipated to continue gaining penetration in Costa Rica

Economy products within sun care are expected to increase their penetration of lower-end consumers

CATEGORY DATA

Table 107 Sales of Sun Care by Category: Value 2012-2017
Table 108 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 109 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 110 NBO Company Shares of Sun Care: % Value 2013-2017
Table 111 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 112 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 113 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 114 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Costa Rica

New Report Guarantee

Executive Summary

New Report Guarantee

Further focus on specialisation and segmentation

Natural ingredients are the major trend within beauty and personal care in 2017

New and traditional players continue to focus on targeting mid-income consumers

Walmart’s private label line increases its presence across most categories, while the local player Bioland gains additional momentum through natural-based products

“Masstige” products focused on mid-income millennials are expected to gain momentum over the forecast period

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Overview

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Table of Contents

Beauty and Personal Care in Costa Rica

EXECUTIVE SUMMARY

Further focus on specialisation and segmentation

Natural ingredients are the major trend within beauty and personal care in 2017

New and traditional players continue to focus on targeting mid-income consumers

Walmart’s private label line increases its presence across most categories, while the local player Bioland gains additional momentum through natural-based products

“Masstige” products focused on mid-income millennials are expected to gain momentum over the forecast period

MARKET DATA

SOURCES

Baby and Child-Specific Products in Costa Rica

HEADLINES

PROSPECTS

Additional levels of segmentation and specialisation set the pace in 2017

Claims regarding natural ingredients promise more positive experiences

New added-value developments anticipated to feature more within online promotional strategies over the forecast period

COMPETITIVE LANDSCAPE

Major traditional international players continue to dominate sales

New products continue gaining momentum by targeting mid- and higher-income consumers

Digital sales are expected to gain ground over the forecast period

CATEGORY DATA

Bath and Shower in Costa Rica

HEADLINES

PROSPECTS

Value for money products continue to emerge alongside added-value alternatives

Appealing packaging, convenience and multiple performance claims set the pace

Additional segmentation and further promotion of natural formulations expected over the forecast period

COMPETITIVE LANDSCAPE

Traditional international players remain ahead in value terms

Less-traditional players, including local companies and private label, continue to gain shelf space

Economies of scale regarding logistics and also value packs are anticipated to lead sales over the forecast period

CATEGORY DATA

Colour Cosmetics in Costa Rica

HEADLINES

PROSPECTS

Golden, bright and matte tones along with point-of-sale displays set the pace during 2017

Product innovation continues to leverage on easier application, convenience and visual impact

New opportunities for further specialisation and the promotion of ecological and ethical products over the forecast period

COMPETITIVE LANDSCAPE

Traditional players continue to lead

New products continue to emerge

New sales opportunities to appear within emerging channels, while more-indulgent consumption experiences set to become available

CATEGORY DATA

Deodorants in Costa Rica

HEADLINES

PROSPECTS

Additional segmentation and product specialisation characterise deodorants in 2017

Convenience and multiple performance claims continue to set the pace

Good development opportunities for natural-based deodorants over the forecast period

COMPETITIVE LANDSCAPE

Traditional international players maintain their competitive edge during 2017

New product launches find room based on presentation and new fragrances

Natural products anticipated to appeal to higher-end younger consumers over the forecast period

CATEGORY DATA

Depilatories in Costa Rica

HEADLINES

PROSPECTS

Development of additional segmentation

Marketing claims support sales

New development opportunities to emerge over the forecast period

COMPETITIVE LANDSCAPE

Traditional players and beauty specialists’ brands continue to lead

Walmart’s private label line Equate continues to develop during 2017

Further product specialisation will make room for new products and promote channel shifts over the forecast period