Home Care in Costa Rica

April 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Costa Rica, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Costa Rica report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Costa Rica?
  • Which are the leading brands in Home Care in Costa Rica?
  • How are products distributed in Home Care in Costa Rica?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Costa Rica

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and home seclusion boost demand for laundry care in 2020
Increasing demand for concentrated and ecological products amongst more affluent consumers
Fairly consolidated competitive landscape amongst major names but private label continues to gain ground

RECOVERY AND OPPORTUNITIES

Despite greater normalisation in 2021, laundry care still has potential for stronger growth over forecast period
Concentrated liquid detergents to continue on impressive growth trajectory
Further potential for environmentally-friendly laundry care as point of differentiation

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend as a result of the pandemic drives greater demand for dominant hand dishwashing in 2020
Low possession rate of dishwashers limits expansion of automatic dishwashing
Consolidated competitive landscape but consumers search for more affordable options

RECOVERY AND OPPORTUNITIES

Further growth potential for dishwashing over the forecast period
Greater emphasis on sustainability will allow for further expansion of eco-friendly options
Lingering price sensitivity will drive demand for larger value packs

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Notable upturn in demand for surface care in 2020 due to stockpiling and greater focus on hygiene in the home
Niche of all purpose cleaning wipes continues to appeal to affluent households
Consolidated competitive landscape with Colgate-Palmolive continuing to gain share in 2020

RECOVERY AND OPPORTUNITIES

Further growth potential for surface care due to ongoing focus on preventative health trend
Further innovation and switch to ecological brands to support higher value growth
Price-sensitive consumers likely to favour multifunctional surface care

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Notable upturn in demand for bleach in 2020 driven by greater focus on hygiene and sanitising the living environment
Clorox de Centroamerica retains dominance of bleach in 2020 with trusted brands and established distribution
Irex de Costa Rica retains second ranking but smaller players gain ground

RECOVERY AND OPPORTUNITIES

Ongoing strong demand in 2021 before returning to greater levels of normalisation from 2022 onwards
Players likely to continue to add value to category through innovation
Further room for new players to enter

CATEGORY DATA

Table 41 Sales of Bleach: Value 2015-2020 Table 42 Sales of Bleach: % Value Growth 2015-2020 Table 43 NBO Company Shares of Bleach: % Value 2016-2020 Table 44 LBN Brand Shares of Bleach: % Value 2017-2020 Table 45 Forecast Sales of Bleach: Value 2020-2025 Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Slight upturn in demand for toilet care in 2020 due to greater hygiene awareness and home seclusion
More affluent millennials attracted to newer convenient formats
Further consolidation within toilet care in 2020 with leading players gaining share

RECOVERY AND OPPORTUNITIES

2021 to see further stronger demand before returning to greater levels of normalisation from 2022 onwards
Toilet care offers further potential for expansion and innovation
Evolving lifestyles of millennials to push development of more concentrated and convenient formats

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2015-2020 Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Undynamic polishes marginally benefits from home seclusion trend in 2020
Greater innovation needed to attract wider audience
Further consolidation with two multinationals dominating value sales in 2020

RECOVERY AND OPPORTUNITIES

Stronger performance predicted for polishes over the forecast period
More cost-effective alternatives will continue to offer competition
Eco considerations offer potential to further expand target audience

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2015-2020 Table 54 Sales of Polishes by Category: % Value Growth 2015-2020 Table 55 NBO Company Shares of Polishes: % Value 2016-2020 Table 56 LBN Brand Shares of Polishes: % Value 2017-2020 Table 57 Forecast Sales of Polishes by Category: Value 2020-2025 Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend as result of the pandemic offers marginal boost to air care in 2020
More affluent consumers continue to have less harmful perception of candle and electric air fresheners
Air care continues to be dominated by multinationals

RECOVERY AND OPPORTUNITIES

Sprays/aerosol format to continue driving overall stronger demand for air care
Less dynamic growth for most other air care formats
Air quality will be greater area of focus for more affluent consumers moving forward

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2015-2020 Table 60 Sales of Air Care by Category: % Value Growth 2015-2020 Table 61 NBO Company Shares of Air Care: % Value 2016-2020 Table 62 LBN Brand Shares of Air Care: % Value 2017-2020 Table 63 Forecast Sales of Air Care by Category: Value 2020-2025 Table 64 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend and desire for pest-free environment gives marginal boost to sales of home insecticides in 2020
Affluent millennials attracted to environmentally-friendly options
Further consolidation in a competitive landscape dominated by multinationals

RECOVERY AND OPPORTUNITIES

2021 to see further stronger demand before returning to greater levels of normalisation from 2023 onwards
Lingering price sensitivity likely to drive demand for bulk packs and promotional deals
Further growth potential for ecological solutions to home insecticides

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2015-2020 Table 66 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 68 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 69 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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