Bleach in Costa Rica

PROSPECTS

Availability and affordable value relations continue to set the pace in 2018

Often considered one of the most generic home care options, bleach demand continued to be boosted by the rising health awareness in relation to finding affordable home care disinfecting alternatives amongst a large base of local low- and mid-income consumers, where bleach still benefits from the positive perception of being effective and offering value for money. Bleach continues to gain additional levels of segmentation through different types of scented options and gel formats.

New development opportunities for specific options over the forecast period

As a broader base of mid- and high-income consumers continued to gain interest in more convenient and effective home and laundry care proposals, they are predicted to continue to opt for bleach options that offer specific value, particularly in the case of scented gels that reduce the risk of splashing and spoiling fabrics. Therefore, the demand for bleach gel is anticipated to gain additional momentum over the forecast period, where both local and imported brands are anticipated to capitalise on evolving consumption trends, by launching an increasing number of affordable products with the capacity of reaching a younger mid- and high-income consumer group as their main target.

COMPETITIVE LANDSCAPE

Traditional international and local players continue to lead bleach

Despite the rising penetration of low-priced private label bleach in major modern grocery retailers, recognised domestic and regional players such as Clorox and Irex de Costa Rica continued to lead bleach in value sales in 2018. Both players maintain a clear competitive advantage based on their consolidated logistics networks, which are capable of guaranteeing their brands’ availability across a vast number of traditional and modern grocery retailers throughout the country, where private label loses in terms of availability and differentiation.

New specific products and specialised packaging formats to increase competition

As major players continue to make efforts to move away from generic price-based competition, their interest will quickly start migrating towards value generation alternatives, where more specialised scented gels in smaller packaging presentations (2-litre packs) are anticipated to consolidate as one of the most relevant growth opportunities for bleach over the forecast period. New imported and affordable brands will begin to increase their presence across an expanding base of modern grocery retailers in the country, while more established local players will maintain their focus on priced-based competition through traditional grocery retailers.

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