Beauty and Personal Care

Manufacturers of baby and child-specific products are offering consumers savings through volume presentations of their products, especially in modern retailers. Johnson & Johnson and Kimberly-Clark, for instance, have introduced larger bottles for…

Body wash/shower gel is the best-performing category in 2022 as more Costa Ricans are trying the product and preferring it to bar soap despite the lower price tag of bar soap. The pandemic pushed consumers away from soap, as they did not want to use…

Costa Rica’s inflation is the highest in Central America. The year-on-year inflation measured by the consumer price index (as of August 2022) is 11.48%, according to the National Statistics Institute (INEC). Inflationary pressure increased further in…

There has been a clear increase in the range and variety of nail polish products available in retailers in Costa Rica in 2022. The OPI brand entered modern retailers with an aggressive strategy and wide variety of colours and options, including…

Considered an essential product, deodorants record further growth in 2022; however, brand loyalty is waning as consumers look to economise due to the difficult economic climate and high inflation in Costa Rica. To encourage consumption, some…

With consumers being more price sensitive, pre-shave products such as the shaving foams offered by Gillette, Nivea, and Barbasol continue to see declining volume sales in 2022 as they are perceived to be non-essential and easily substitutable items.…

With consumers no longer wearing masks in 2022, returning to their old social habits, kissing each other on the cheek when greeting, they want to present themselves well and smell good. This is driving healthy current value and volume growth in…

With rising prices, hair products have become very expensive in Costa Rica in 2022, even for higher income consumers. Larger volume presentations became very popular during 2020; however, in 2022, consumers’ purchasing decisions are based on price,…

With rising inflation and living costs, consumers in Costa Rica have become increasingly price-sensitive and are looking to make savings where they can. Companies in mass beauty and personal care are therefore offering new volume sizes for certain…

There was a rise in the popularity of barbershops in Costa Rica before the pandemic, with men increasingly visiting them for the latest cuts and styles. While some of these barbershops went out of business during the pandemic, several have reopened,…

Oral care products are considered essential products in Costa Rica and are therefore seeing further growth in 2022, although downtrading is evident as price-sensitive consumers are looking to economise. In the largest category, toothpaste, consumers…

Costa Rican consumers are increasingly opting for dermocosmetic skin care brands. Local dermatologists usually recommend dermocosmetic brands such as La Roche Posay over premium brands such as Lancôme, L’Occitane, and Clinique as they directly…

There has been strong growth in the availability of dermocosmetics in Costa Rica over the past two years, supported by the presence of Derma Care centres in pharmacies. Farmacias Fischel has been spearheading the growth, offering an increased variety…

Sun screen and aftersun are largely consumed by tourists in Costa Rica. Beach tourism in the country is very popular amongst both locals and international tourists, and tourism resumed in 2022, driving category growth in the year. As of the first…