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Country Report

Direct Selling in

Direct Selling in Costa Rica

22 pages, Jan 2018

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

Competition drives players to diversify and strengthen online activities

In 2017 direct selling in Costa Rica faced growing competition from other formats such as internet retailing (especially Chinese websites) and mass merchandisers, particularly on prices. Direct sellers continued to respond by expanding their assortments to include new product lines, while also increasing the frequency of discount campaigns.

Direct sellers expand offer of more exclusive health-oriented products

In terms of diversification by direct sellers, one of the most notable trends in 2017 was the growing offer of more specialist or exclusive products, particularly health-oriented products aimed at middle- and higher-income consumers. Proponents of this strategy included Nikken (water filters, air purifiers and various types of magnet-based products), doTerra (aromatherapy) and Zree (Ayurvedic supplements).

Wider adoption of multi-level marketing schemes expected

The multi-level marketing business model looks set to become more popular among direct sellers over the forecast period, and players that employ such schemes are expected to outperform those that operate on a flat commission basis. Based on the concept of recruiting new sales associates to sustain revenue growth for those that rank higher in the hierarchy (which depends on length of membership), multi-level marketing schemes have long been successfully employed by leading direct sellers such as Amway, Herbalife and Omnilife.

COMPETITIVE LANDSCAPE

Competition for successful sales agents intensifies

Many direct selling agents in Costa Rica sell products for multiple companies at the same time. This is particularly true of agents associated with more traditional players that are focused on beauty and personal care products, such as Avon, L’Bel and Oriflame.

Traditional players will continue to adapt and consolidate towards 2022

Competition in direct selling in Costa Rica increased throughout the review period as several new companies entered the channel. According to local direct selling association ACEVED, in 2017 there were around 72 players operating via this format in the country, with half being considered major competitors with consolidated sales and logistics structures.

Online sales set to be a key focus for new entrants

Despite growing competition, it is expected that new companies will continue to enter direct selling in Costa Rica over the forecast period. In particular, the channel looks set to see the entry of new added-value players focused on more dynamic categories such as health and wellness or beauty and personal care.

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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

Competition drives players to diversify and strengthen online activities

Direct sellers expand offer of more exclusive health-oriented products

Wider adoption of multi-level marketing schemes expected

COMPETITIVE LANDSCAPE

Competition for successful sales agents intensifies

Traditional players will continue to adapt and consolidate towards 2022

Online sales set to be a key focus for new entrants

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2012-2017
Table 2 Direct Selling by Category: % Value Growth 2012-2017
Table 3 Direct Selling GBO Company Shares: % Value 2013-2017
Table 4 Direct Selling GBN Brand Shares: % Value 2014-2017
Table 5 Direct Selling Forecasts by Category: Value 2017-2022
Table 6 Direct Selling Forecasts by Category: % Value Growth 2017-2022

Retailing in Costa Rica - Industry Overview

EXECUTIVE SUMMARY

Retailers pursue economy of scale savings as competition intensifies

Major chains expand private label lines and increase direct imports

Prize schemes and credit facilities are used to strengthen brand loyalty

Retailers continue to expand their assortments

Online shopping set to become increasingly popular in Costa Rica

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2017

Physical retail landscape

Cash and carry

Seasonality

Christmas
Mother’s Day

Payments and delivery

Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2012-2017
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2012-2017
Table 9 Sales in Store-Based Retailing by Channel: Value 2012-2017
Table 10 Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
Table 11 Store-Based Retailing Outlets by Channel: Units 2012-2017
Table 12 Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017
Table 13 Sales in Non-Store Retailing by Channel: Value 2012-2017
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2012-2017
Table 15 Retailing GBO Company Shares: % Value 2013-2017
Table 16 Retailing GBN Brand Shares: % Value 2014-2017
Table 17 Store-based Retailing GBO Company Shares: % Value 2013-2017
Table 18 Store-based Retailing GBN Brand Shares: % Value 2014-2017
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2014-2017
Table 20 Non-Store Retailing GBO Company Shares: % Value 2013-2017
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2014-2017
Table 22 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2017-2022
Table 23 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2017-2022
Table 24 Forecast Sales in Store-Based Retailing by Channel: Value 2017-2022
Table 25 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2017-2022
Table 26 Forecast Store-Based Retailing Outlets by Channel: Units 2017-2022
Table 27 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2017-2022
Table 28 Forecast Sales in Non-Store Retailing by Channel: Value 2017-2022
Table 29 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2017-2022

Megatrends

Country Report

Direct Selling in Costa Rica

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Executive Summary

New Report Guarantee

PROSPECTS

Competition drives players to diversify and strengthen online activities

Direct sellers expand offer of more exclusive health-oriented products

Wider adoption of multi-level marketing schemes expected

COMPETITIVE LANDSCAPE

Competition for successful sales agents intensifies

Traditional players will continue to adapt and consolidate towards 2022

Online sales set to be a key focus for new entrants

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Overview

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Table of Contents

Direct Selling in Costa Rica - Category analysis

HEADLINES

PROSPECTS

Competition drives players to diversify and strengthen online activities

Direct sellers expand offer of more exclusive health-oriented products

Wider adoption of multi-level marketing schemes expected

COMPETITIVE LANDSCAPE

Competition for successful sales agents intensifies

Traditional players will continue to adapt and consolidate towards 2022

Online sales set to be a key focus for new entrants

CHANNEL DATA

Retailing in Costa Rica - Industry Overview

EXECUTIVE SUMMARY

Retailers pursue economy of scale savings as competition intensifies

Major chains expand private label lines and increase direct imports

Prize schemes and credit facilities are used to strengthen brand loyalty

Retailers continue to expand their assortments

Online shopping set to become increasingly popular in Costa Rica

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

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