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Country Report

Polishes in

Polishes in Costa Rica

9 pages, Feb 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Low innovation continues to characterise polishes, which remains restricted by population growth and the adoption of convenient surface care habits

As locals have increasingly fast-paced modern lifestyles, they continue to avoid home care tasks which are often seen as unnecessary, such as most polishing. The convenience trend in cleaning keeps gaining momentum, as a result of the further adoption of new building materials, such as ceramic floors and synthetic countertops (including laminated and vinyl finishes), which do not require polishes to improve their appearance.

More versatile and convenient all-in-one cleaning and polishing products are expected to drive further growth

As a broader base of local middle- and high-income buyers continue to invest in more modern and easier to clean home appliances, floors and countertops, it is anticipated that sales of polishes will continue to be driven by all-in-one cleaning and polishing products, which are able to make regular home care cleaning routines easier and more convenient for users. The increasing preference for stainless steel home appliances will continue to be driven by global manufacturers’ proposals and local buyers’ preferences (particularly middle- and high-income shoppers).

COMPETITIVE LANDSCAPE

Major global manufacturers continue to lead polishes, benefiting from top-of-mind awareness and availability

Despite the overall volume contraction in polishes in 2017, global players SC Johnson de Centroamerica and Reckitt Benckiser Centroamerica continued to take advantage of the consolidated position of their regional brands, which participate in a broad range of polishes categories, including metal, shoe, floor and furniture polish, in which they benefit from economies of scale in terms of manufacturing and distribution logistics. Even though a large base of local buyers continues to opt for new materials that do not require constant polishing, there is still strong inertia associated with traditional polishing, particularly amongst middle- and lower-income buyers, who still demand these types of products on a regular basis to meet their cleaning expectations and personal presentation requirements.

Additional levels of innovation and multiple performance claims will continue over the coming years

As locals continue to opt for modern materials which dispense with the need for more traditional polishing, major global and regional players are anticipated to remain focused on repositioning polishes as hybrid and multifunctional alternatives, which should overlap with other surface care options, capable of providing more integrated and convenient cleaning solutions at affordable unit prices. Additional product specialisation will be seen in most polishes categories, with manufacturers anticipated to continue to make use of their global flagship brands to create additional levels of awareness across most home care categories, taking advantage of economies of scale in marketing and distribution.

The rise of private label

Private label polishes are anticipated to gain momentum in the forecast period, along with Walmart’s further penetration efforts. These products will address the budgetary needs of a wider base of local middle-income consumers looking for affordable yet good-quality proposals.

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Samples

Polishes Market Sample Report Polishes Market Sample Data

Overview

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.

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Overview

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

The Polishes 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 Polishes in Costa Rica?
What are the major brands in Costa Rica?
What are the future prospects for the polishes market?
What are the key new product launches in the polishes market?

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 Home Care market research database.

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