Home Care in Costa Rica
Home care in 2022: The big picture
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Air Care in Costa Rica
Glade responds to rising demand with new products aimed at battling pet smells in the home
Disinfectant sprays turn out to be competitive threat to aerosol air fresheners
SC Johnson leads with Glade, followed by Reckitt Benckiser with Air Wick
Leading brands Air Wick and Glade will continue to face competition from players offering multifunctional, scented disinfecting sprays
Diffusers are set to gain ground, with demand driven by affluent consumers
Spray/aerosol air fresheners to continue to drive volume growth
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Air Care: % Value 2018-2022
Table 14 LBN Brand Shares of Air Care: % Value 2019-2022
Table 15 Forecast Sales of Air Care by Category: Value 2022-2027
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
Bleach in Costa Rica
Though consumers appreciate the power of bleach, volume sales continue to fall in 2022
Consumers shift towards lower-cost options despite players’ efforts in innovation
Bleach suffers from waning pandemic fears and heightened awareness
Environmentally friendly products to see sales driven by more affluent Costa Ricans
Volume sales growth to turn positive though category faces many obstacles
Plastic bag packs to see rising demand, and new international brands anticipated to enter Costa Rica
Table 17 Sales of Bleach: Value 2017-2022
Table 18 Sales of Bleach: % Value Growth 2017-2022
Table 19 NBO Company Shares of Bleach: % Value 2018-2022
Table 20 LBN Brand Shares of Bleach: % Value 2019-2022
Table 21 Forecast Sales of Bleach: Value 2022-2027
Table 22 Forecast Sales of Bleach: % Value Growth 2022-2027
Dishwashing in Costa Rica
Consumers seek out low-cost options as brand loyalty diminishes, while automatic dishwashing sees growth curbed by low possession rates
Consumer concern for skin care prevents greater shift to low-cost options in hand dishwashing
Liquid formats gain ground among price-sensitive consumers though demand remains driven by higher earners
Hand dishwashing to drive overall growth
Scent to be seat of innovation over the forecast period, with focus on eco-friendly products set to rise
Both smaller and larger packs to gain ground as price becomes paramount
Table 23 Household Possession of Dishwashers 2017-2022
Table 24 Sales of Dishwashing by Category: Value 2017-2022
Table 25 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 27 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 28 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
Home Insecticides in Costa Rica
Broad range of products found within a small number of brands
Players tap into consumer concern for pets and the environment
Discounts and bundles aim to capture consumers, while SC Johnson dominates
Electric insecticides to drive overall volume growth
Greener and cleaner solutions to become more widely available
Low-cost brands and private label players have opportunity to capture consumers amid ongoing economic uncertainty
Table 30 Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 33 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 34 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
Laundry Care in Costa Rica
Price prevails as primary concern for Costa Rican consumers in 2022
Higher-income earners help support sales
Consumers return to traditional, money-saving solutions in laundry, though eco-concerns persist
Price will remain a priority in the short term, though more innovative formats are expected
Shift towards specific-purpose products to accelerate
Green products to continue to rise in response to eco-centred demand
Table 36 Household Possession of Washing Machines 2017-2022
Table 37 Sales of Laundry Care by Category: Value 2017-2022
Table 38 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 39 Sales of Laundry Aids by Category: Value 2017-2022
Table 40 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Detergents by Category: Value 2017-2022
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 44 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 45 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 49 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
Polishes in Costa Rica
Polishes struggles to convince consumers
Lack of consumer interest limits growth while multinationals rule overall category
Return to life outside of the home benefits volume sales growth in shoe polish
Price will determine purchasing decisions as volume sales remain stable
Convenience trend will drive innovation
Floors and furniture offer greatest scope for growth in polishes
Table 51 Sales of Polishes by Category: Value 2017-2022
Table 52 Sales of Polishes by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Polishes: % Value 2018-2022
Table 54 LBN Brand Shares of Polishes: % Value 2019-2022
Table 55 Forecast Sales of Polishes by Category: Value 2022-2027
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
Surface Care in Costa Rica
Wipes and sprays see reduced interest in 2022
Stand-up pouches and bags gain traction in disinfectants
General disinfectants used as multi-purpose cleaners
Price to remain key factor for consumers as efficacy claims are taken for granted
Focus on home life to drive sales, with environmental consciousness driving innovation
Discounters and smaller stores to see rising sales, while more brands likely to enter the competition
Table 57 Sales of Surface Care by Category: Value 2017-2022
Table 58 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Surface Care: % Value 2018-2022
Table 62 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 63 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
Toilet Care in Costa Rica
Pricier options suffer as higher-income earners hire others to clean their toilets
Toilet care tablets remains niche in Costa Rica
Economic uncertainty pushes growth of Ajax Triclorin and bleach for cleaning toilets
Big brands set to focus on discounts and bundles
A focus on attracting lower-income consumers may boost sales for toilet care manufacturers
Eco-friendly concerns remain relevant to innovation
Table 65 Sales of Toilet Care by Category: Value 2017-2022
Table 66 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 68 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 69 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027