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Country Report

Direct Selling in

Direct Selling in Costa Rica

Mar 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

The economic slowdown impacts growth in direct sellers, while increasing the number of direct sellers in employment

In 2019, tax reforms and shifts in the closely tied US economy led to uncertainty in the country’s own economy, and a near recession in Costa Rica. This slowdown saw the population cutting back on non-essential goods - such as those provided by beauty and personal care direct sellers.

The expansion of modern grocery retailers who sell health and beauty products impacts sales values for direct sellers

The expansion of modern grocery retailers over the review period has negatively impacted direct selling. In 2019, many modern grocery retailers sold a larger variety of beauty and personal care items, as well as vitamins and other consumer health items that were previously obtained through direct selling.

Consumers benefit as direct sellers offer credit, and are set to focus on products and technology over the forecast period

Direct sellers benefit from being very appealing to low and middle-income consumers, often offering credit to these consumers with delayed or incremental payment options. Sellers often feel able and comfortable to give credit, because they know the consumers personally, and both sides benefit from the strength of the network.

COMPETITIVE LANDSCAPE

Corporación Belcorp de Costa Rica retains its lead, as players focus on specific needs to differentiate themselves in the crowded landscape

In 2019, Corporación Belcorp de Costa Rica led direct selling, through the combined share of its players L-Bel, Cyzon and Esika. Despite its lead, Avon took the top spot as favourite brand.

Players compete by offering appealing bundles to consumers, allowing them to sell multiple products, while enticing consumers with appealing prices

Direct selling players, particularly in beauty and personal care, looked to compete in 2019, by selling bundles of products to consumers. For example, several players offered a bundle of skin care products, or a bundle of fragrances, with some offering bundle packages for occasions such as mother’s day - promoting these as a mother’s day package, to make mum feel good.

Although e-commerce platforms may boost sales, they are set to shift the role of direct sellers

Even though the human interaction and personal relationship of direct selling will remain a competitive advantage, it is expected that direct sellers will also leverage the further adoption of e-commerce platforms aimed at middle- and higher-income local consumers. E-commerce platforms became more popular throughout 2019, capable of supporting direct sellers traditional business model, with several players investing in e-commerce platforms.

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Direct Selling Sample Report Direct Selling Sample Data

Overview

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.

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Overview

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

The Direct Selling in Costa Rica market research report includes:

Analysis of key supply-side and demand trends
Detailed market shares for international and locally-based retailers
Historic 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:

Who are the leading retailers in Costa Rica?
How important is direct selling in Costa Rica?
How is the direct selling channel being affected by the growth of internet retailing?
What strategies are direct sellers employing to compete in a multi-channel environment?

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 Retailing market research database.

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Direct Selling in Costa Rica - Category analysis

HEADLINES

PROSPECTS

The economic slowdown impacts growth in direct sellers, while increasing the number of direct sellers in employment

The expansion of modern grocery retailers who sell health and beauty products impacts sales values for direct sellers

Consumers benefit as direct sellers offer credit, and are set to focus on products and technology over the forecast period

COMPETITIVE LANDSCAPE

Corporación Belcorp de Costa Rica retains its lead, as players focus on specific needs to differentiate themselves in the crowded landscape

Players compete by offering appealing bundles to consumers, allowing them to sell multiple products, while enticing consumers with appealing prices

Although e-commerce platforms may boost sales, they are set to shift the role of direct sellers

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2014-2019
Table 2 Direct Selling by Category: % Value Growth 2014-2019
Table 3 Direct Selling GBO Company Shares: % Value 2015-2019
Table 4 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 5 Direct Selling Forecasts by Category: Value 2019-2024
Table 6 Direct Selling Forecasts by Category: % Value Growth 2019-2024

Retailing in Costa Rica - Industry Overview

EXECUTIVE SUMMARY

Growth in 2019 is driven by promotional activities and the development of e-commerce, however, the uncertain economic situation limits value sales

Modern grocery retailers benefit from being convenient shopping solutions, however, in 2019 consumers focused more on lists, and less on impulse buys

Economic uncertainty shapes consumers purchasing habits, and as a result, players invest less in expansion strategies

Larger retailers consolidate to remain competitive, as smaller players struggle to match discounts, marketing and promotional campaigns offered by the leaders

As e-commerce rises in popularity, players focus on their online platforms to develop omnichannel retail strategies

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Seasonality

Christmas
Mothers’ day

Payments and delivery

Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 9 Sales in Store-Based Retailing by Channel: Value 2014-2019
Table 10 Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
Table 11 Store-Based Retailing Outlets by Channel: Units 2014-2019
Table 12 Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 13 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 21 Retailing GBO Company Shares: % Value 2015-2019
Table 22 Retailing GBN Brand Shares: % Value 2016-2019
Table 23 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 24 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 25 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 26 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 27 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 28 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 29 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 30 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 31 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2019-2024
Table 35 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2019-2024
Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2019-2024
Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 38 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 39 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 43 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024

Megatrends

Country Report

Direct Selling in Costa Rica

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

The economic slowdown impacts growth in direct sellers, while increasing the number of direct sellers in employment

The expansion of modern grocery retailers who sell health and beauty products impacts sales values for direct sellers

Consumers benefit as direct sellers offer credit, and are set to focus on products and technology over the forecast period

COMPETITIVE LANDSCAPE

Corporación Belcorp de Costa Rica retains its lead, as players focus on specific needs to differentiate themselves in the crowded landscape

Players compete by offering appealing bundles to consumers, allowing them to sell multiple products, while enticing consumers with appealing prices

Although e-commerce platforms may boost sales, they are set to shift the role of direct sellers

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Direct Selling in Costa Rica - Category analysis

HEADLINES

PROSPECTS

The economic slowdown impacts growth in direct sellers, while increasing the number of direct sellers in employment

The expansion of modern grocery retailers who sell health and beauty products impacts sales values for direct sellers

Consumers benefit as direct sellers offer credit, and are set to focus on products and technology over the forecast period

COMPETITIVE LANDSCAPE

Corporación Belcorp de Costa Rica retains its lead, as players focus on specific needs to differentiate themselves in the crowded landscape

Players compete by offering appealing bundles to consumers, allowing them to sell multiple products, while enticing consumers with appealing prices

Although e-commerce platforms may boost sales, they are set to shift the role of direct sellers

CHANNEL DATA

Retailing in Costa Rica - Industry Overview

EXECUTIVE SUMMARY

Growth in 2019 is driven by promotional activities and the development of e-commerce, however, the uncertain economic situation limits value sales

Modern grocery retailers benefit from being convenient shopping solutions, however, in 2019 consumers focused more on lists, and less on impulse buys

Economic uncertainty shapes consumers purchasing habits, and as a result, players invest less in expansion strategies

Larger retailers consolidate to remain competitive, as smaller players struggle to match discounts, marketing and promotional campaigns offered by the leaders

As e-commerce rises in popularity, players focus on their online platforms to develop omnichannel retail strategies

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

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