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.
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.
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.
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.
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.
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.
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Understand the latest market trends and future growth opportunities for the Oral Care 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 Oral Care research and analysis database.
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