Consumers continued spending more time at home during 2021 due to the pandemic. In addition to remote working and learning measures in place, which resulted in increased cooking at home and therefore a greater need to clean dishes, restrictions on eat-in services of horeca outlets also drove the home cooking trend.
Hand dishwashing remained the largest category in value and volume terms during 2021 due to being more affordable and dishwashers’ low penetration rate in Costa Rica. However, liquid hand dishwashing continues to gain in popularity with traditional methods such as dishwashing pastes, creams and bars losing favour amongst mid- to high-income households.
Automatic dishwashing, represented by the powder format, recorded stable but moderate volume growth in 2021, despite a further rise in the possession rate of dishwashers in Costa Rica. However, the overall possession rate of dishwashers in the country remains low in comparison to other Latin and Central American countries and when compared to that of washing machines with the latter perceived to be more essential to basic hygiene and cleaning routines.
Dishwashing is predicted to see a greater return to normalisation in consumers’ purchasing behaviour from 2022 onwards. While hand dishwashing will continue to dominate overall demand, automatic dishwashing is expected to register a stronger performance in both volume and value terms (at constant 2021 prices) compared to the review period, driven by economic recovery, and higher possession rates of dishwashers amongst busy urban households.
As the emphasis on eco-friendly products in the country is steadily growing, dishwashing products that further align with the sustainability agenda are also likely to gain traction amongst more affluent consumers during the forecast period. This will help to support retail value sales (at constant 2021 prices) and volume growth of hand dishwashing.
Despite the prediction of higher value growth over the forecast period, lingering price sensitivity heading into the forecasts period is likely to encourage consumers to search for value packs as a cost-saving solution. Therefore, major international and local brands such as Axion (Colgate-Palmolive (Costa Rica) SA), IREX (Irex de Costa Rica SA) and Pril (Henkel Costa Rica Ltda) will need to find additional ways to generate value for consumers, by providing larger packaging presentations and value packs of liquid and paste hand dishwashing products that are capable of meeting consumers’ regular dishwashing needs, while remaining affordable to most average mid-income consumers.
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Understand the latest market trends and future growth opportunities for the Dishwashing industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Dishwashing research and analysis database.
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