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Learn moreJun 2019
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As a rising number of Costa Ricans become aware of the importance of keeping appropriate oral care to support overall health and wellness, new value proposals in 2018 continued to focus on preventive and therapeutic approaches. There was growing attention to gum health, as well to aesthetic and functional dental issues such as teeth whitening and sensitivity.
Being the most relevant concept under development in the offer of oral care in Costa Rica during 2017-2018, periodontal conditions and gum health awareness are anticipated to continue impacting the sales of more specialised and traditional oral care categories in the country over the forecast period. Prevention strategies and the development of new oral care concepts, such as the importance of keeping healthy oral bacteria to support dental and overall health and wellness, are expected to gain additional relevance and boost sales of more specialised oral care products between 2018 and 2023.
Other types of segmentation efforts will focus on further development of different herbal and fluoride-free formulations using claims such homoeopathic, vegan and even organic to gain additional sales momentum over the forecast period. This scenario will keep developing in hand with additional point of sale availability across specialised health food shops and high-end grocery retailers across the country.
Major global manufacturers Colgate-Palmolive and Procter & Gamble remained the most relevant players in oral sales in Costa Rica in 2018. These global players continued to hoard a significant portion of value sales, benefiting from broad levels of brand awareness, segmentation and vast availability throughout most grocery retailers as well as in most drugstores across the country, where they are capable of competing through very affordable unit prices.
Traditional grocery retailers continue to offer the most basic and more generic toothpastes and toothbrushes in Costa Rica, whilst high-end modern grocery outlets such as Automercado have continued to expand the range of products available, paying additional attention to providing a wide assortment of specialised products. In such context, it is worth highlighting examples such as Bilka’s homoeopathic/fluoride-free formulations as well as the gum health specialist Perriot’s range of toothbrushes and dental floss, which keep posting good sales momentum.
As Costa Ricans continue adopting healthier lifestyles and incorporating different types of personal wellbeing practices in their daily routines, the oral care offer will likely see additional levels of innovation over the forecast period. We expected to see active promotion of oral probiotics balanced with functional herbs and essential oils, including more customised therapeutic proposals associated with gum conditions, in line with recommendations by local doctors and naturopaths.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Oral Care 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 Oral Care industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
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.