Oral Care in Costa Rica

2020 IMPACT

Slow growth for oral care in 2020 as consumers purchase fewer added value products to save money

Oral care is saw some current value growth in Costa Rica in 2020. Although the rate of growth was lower than that seen previously in the review period, these products are considered essential for maintaining hygiene, and consumers continued to purchase them throughout the pandemic.

Private label remains niche in oral care as consumers stick with well-known brands

Despite its affordability, private label oral care sales continued to be small in Costa Rica in 2020, as local consumers prefer to stick with well-known brands they know and trust. Growth in the category was distributed between Colgate and Oral-B.

Multinationals maintain their dominance despite challenge from specialist brands

Global player Colgate-Palmolive continued to dominate oral care in Costa Rica in value terms in 2020. It was followed at a distance by fellow multinationals Procter & Gamble Interamericas de Costa Rica, Unilever de Centroamérica and Johnson & Johnson de Costa Rica.

RECOVERY AND OPPORTUNITIES

Oral care will see slower retail value and volume growth over the forecast period than during the review period

Retail volume sales in oral care are expected to remain relatively stable across the forecast period, with very little change in growth patterns in the coming years as dental health habits remain largely unchanged. Nevertheless, oral care is expected to recover at a slower rate than other categories in beauty and personal care, and retail current value and volume sales will be lower at the end of the forecast period than those seen across the review period.

Innovation in oral care will target higher income, curious local consumers

Although an uncertain economic outlook will drive many consumers toward basic and low-cost options in oral care over the forecast period, higher-income consumers are expected to become more curious about trying more sophisticated products in order to achieve high levels of oral hygiene at home. Additional levels of segmentation and further specialisation are expected to impact oral care over the next five years.

Scope for growth in battery toothbrushes as oral hygiene concerns become ubiquitous

There is significant scope for growth in battery toothbrushes, as there are currently few product variations available in Costa Rica and child toothbrushing with battery toothbrushes will continue to gain popularity as thorough dental care habits become more prevalent. Teeth whiteners, denture cleansers and mouth fresheners are also less common in the country and are presently sold at very high prices.