Executive Summary

Jun 2019
PROSPECTS
Traditional self-confidence and superior performance claims continue to set the pace

The desire for a positive self-image based on odour and stain control whilst enjoying multiple types of aspirational lifestyle concepts drove demand for deodorants from sports fans to nightclub enthusiasts in 2018. Major manufacturers continued targeting the younger population segments, particularly the millennial and centennial buyers, by offering appealing but still affordable deodorant brands.

Whilst focus is on middle- to high-income consumers, emerging proposals aim to attract a wider base by virtue of being more affordable

These proposals leverage on promoting additional security for daily use occasions, focusing on higher- and middle-income consumers concerned about excessive sweating, whilst generating further product awareness for higher-priced alternatives. Nevertheless, priced-based competition continued to gain relevance as a key purchase factor in 2018, given the overall macroeconomic uncertainty that developed over the year.

Additional segmentation and more specialised value proposals expected

Even though most deodorants players remain focused on targeting a growing base of young adult users, this focus is expected to undergo a gradual transformation over the forecast period. Product positioning and segmentation should become more inclusive in relation to mature adults and even elderly buyers, particularly as the local population keeps aging and more manufacturers become aware of the need to support and generate interest amongst this growing group of potential buyers.

COMPETITIVE LANDSCAPE
International brands remain ahead in value sales

Unilever de Centroamérica, Colgate-Palmolive and BDF Costa Rica continued to account for the majority of the value sales of deodorants in Costa Rica in 2018. Such players kept benefiting from the leading role they also play in other complementary beauty and personal care categories, particularly in bath and shower and skin care, where their main brand proposals are often considered as top-of- mind references.

Fragmented mix of other players and brands compete on price as well as by making additional performance claims

A fragmented mix of other players are competing in Costa Rica to create brand awareness and point-of-sale presence through a diverse assortment of basic and added-value proposals. Lactovit, Almay, Degree and Secret offer options that can compete through pricing or by relying on specialised formulations capable of adopting additional performance claims.

New value proposals and innovative natural-based developments anticipated

As a wider base of middle- and upper-income millennials in Costa Rica continue to aspire to health and wellness, they are anticipated to continue gaining interest in the emerging base of aluminium-free options, whilst marketing claims such as organic and vegan will gain sales momentum over the forecast period. Additional segmentation and specialisation are expected to bring further fragmentation to the competitive landscape with a host of new and existing deodorant brands.

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Deodorants in Costa Rica

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Overview

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

The Deodorants 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 Deodorants in Costa Rica?
  • What are the major brands in Costa Rica?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

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.

Deodorants in Costa Rica - Category analysis

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 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 7 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 8 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Costa Rica - Industry Overview

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 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources