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Depilatories in
Costa Rica

Country Report

US$990
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Executive Summary

Jun 2019
PROSPECTS
New value-for-money alternatives and multiple brand extensions continue to boost demand in 2018

As major global manufacturers and local distributors and retailers looked to expand the sales’ potential of their main value proposals, their investment in developing new depilatories formats and innovations remained relatively low in 2018. In instead there was further proliferation of new value-for-money proposals such as from Walmart with its private label brand Equate as well as direct imports of hair removal brands such as Nair, targeting middle-income and more mature consumers interested in more traditional and affordable alternatives.

Consumers have many options from which to choose when looking to address specific needs

There are incipient efforts to incentivise demand for products that address specific hair-removal needs, such as facial or intimate proposals. In such context, brand awareness tends to be more generic, leaving consumers to use their own judgment when choosing between the available brands for different use occasions.

Natural ingredients’ claims anticipated to continue gaining relevance

There was strong demand for natural-based brand extensions amongst most skin care-related categories in Costa Rica in 2018, and this trend is expected to gain momentum over the forecast period. Hair removal products, as well as razors and blades systems, preshave and after-shave product updates will keep leveraging on the ongoing added value-natural ingredients claims, as a growing base of young millennials is expected to embrace such types of beauty and wellness trends in the country.

COMPETITIVE LANDSCAPE
Traditional international brands remain ahead

Benefiting from consolidated manufacturing, marketing and distribution capabilities, the international players Reckitt Benckiser (Veet) and Procter & Gamble (Gillette), along with the local beauty specialist retailers Super Salon (Gigi, Beauty Image and Satin Smooth), remained ahead across the different depilatories categories in Costa Rica in 2018. Brand positioning, segmentation, product innovation and pricing competition help to explain the main competitive advantages of these dominant players.

Affordable and higher-quality imported brands will continue to gain penetration

As seen in 2018, a broader base of added-value but also affordable imported products are expected to keep boosting demand for depilatories over the forecast period. In this context, promotion of more functional skin care proposals with natural moisturisers along with Walmart’s private label proposals will keep gaining sales momentum across a wider base of modern grocery retailers.

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Depilatories in Costa Rica

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Overview

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

The Depilatories 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 Depilatories in Costa Rica?
  • What are the major brands in Costa Rica?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

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.

Depilatories in Costa Rica - Category analysis

HEADLINES

PROSPECTS

New value-for-money alternatives and multiple brand extensions continue to boost demand in 2018
Consumers have many options from which to choose when looking to address specific needs
Natural ingredients’ claims anticipated to continue gaining relevance

COMPETITIVE LANDSCAPE

Traditional international brands remain ahead
Affordable and higher-quality imported brands will continue to gain penetration

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Depilatories: % Value 2014-2018
Table 4 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 5 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 6 Forecast Sales of Depilatories by Category: % Value Growth 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 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 15 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources