Executive Summary

Mar 2019
PROSPECTS
Affordability and segmentation set the pace in 2018

Besides the prevalent price-based competition seen amongst the leading players since 2015, products offering different types of growing stages and mobility claims (which make use of words such as “cruisers” and “movers”), along with the promotion of hypoallergenic and products with natural, such as Bio Baby and Huggies Natural Care, increased in relevance in nappies/diapers/pants in 2018. New performance products tend to focus on more mature babies and toddlers (particularly for pants), who are seen as the key development opportunities in order to extend the use occasions for these products.

Brands aim to provide a complete range

There is a growing trend towards providing complete baby care solutions for babies, with parents being willing to engage with particular brands if they are capable of addressing their main performance expectations at affordable unit prices, which often include complementary lines of baby care products, such as toiletries and rash treatments, and baby wipes, along with their core nappies/diapers products. This helps to increase brand awareness in the context of rising levels of competition.

Added-value developments expected to focus on internet-based campaigns

As younger millennial consumers become more informed and gain additional expertise though online shopping sites, while increasing their use of social media platforms, the importance of developing brand sites specific for the Central American region will continue to grow over the forecast period, requiring major players to provide relevant information about the main performance features of their brands and their advantages in comparison to other products. If manufacturers offer relevant content in regard to product specifications and their respective use occasions and performance claims, this will provide promotional opportunities based on local influencers’ endorsements, focusing on young parents providing reliable testimonials about new added-value products and more specialised brand extensions, focusing on demand from middle- and high-income households.

COMPETITIVE LANDSCAPE
Established international manufacturers continue to dominate sales

Kimberly Clark Costa Rica SA and Procter & Gamble Interamericas Costa Rica remained ahead in volume and value sales in nappies/diapers/pants in Costa Rica in 2018. They continued to benefit from strong brands that have developed a tradition of use amongst generations of local consumers.

New brands emerging

A number of emerging brands, such as Bio Baby (Automercado) and Parents’ Choice (Walmart) are capitalising on providing differentiated value products, some with higher end natural formulations, allowing them to continue gaining momentum amongst local middle- and high-income consumers, leveraging the higher performance standards, that most millennial parents tend to expect from these products offer. High-end imported brands capable of meeting such expectations continue to develop by targeting more educated parents, who tend to opt for higher value alternatives if they can afford them, as they believe that they will be safer and capable of providing additional functional advantages for their children.

Affordable added-value products anticipated to appeal millennial consumers over the forecast period

It is anticipated that added-value products, such as those using natural ingredients and higher quality fabrics, will continue to develop additional sales momentum during the forecast period, leveraging their rising quality, performance and environmentally friendly characteristics amongst more educated millennial consumers. In this context, it is anticipated that smaller local and imported brands will promote higher quality options based on the use of essential oils, such as lavender and camomile, and more absorbent and gentle fabrics, allowing them to consolidate their respective market niches amongst higher income local families.

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Nappies/Diapers/Pants in Costa Rica

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Overview

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

The Nappies/Diapers/Pants in Costa Rica market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and 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:

  • What is the market size of Nappies/Diapers/Pants in Costa Rica?
  • What are the major brands in Costa Rica?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

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 Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Costa Rica - Category analysis

HEADLINES

PROSPECTS

Affordability and segmentation set the pace in 2018
Brands aim to provide a complete range
Added-value developments expected to focus on internet-based campaigns

COMPETITIVE LANDSCAPE

Established international manufacturers continue to dominate sales
New brands emerging
Affordable added-value products anticipated to appeal millennial consumers over the forecast period

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Costa Rica - Industry Overview

EXECUTIVE SUMMARY

Further levels of specialisation and segmentation in most categories
Performance claims are the main marketing trend in 2018
Established and emerging players remain focused on targeting middle-income consumers and millennial consumers
Modern grocery retailers keep gaining ground based
Affordable added-value products are expected to gain momentum

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources