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Learn moreFeb 2019
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As witnessed in previous years, polishes continued to be characterised by low levels of innovation, reflected in the strong dominance of two leading international players, benefitting from strong brand awareness amongst consumers. They leverage on broad levels of availability, brand activation campaigns and affordable value for money relations.
As local consumers continue to look for convenient and more functional polishes over the forecast period, the offer of this category is expected to gain new specific alternatives in 2023, which will be reflected in a wider assortment of domestic and imported brands capable of adopting more modern positionings, while making multiple types of functional and performance claims. New building materials, as well as the penetration of home appliances and electronic devices, are expected to allow for a wider assortment of specific products over the forecast period.
Benefitting from consolidated top-of-mind positions that leverage on multiple economy of scale savings (ranging from manufacturing to distribution), major global brands Pledge and Klaro (SC Johnson) as well as Rex and Nugget (Reckitt Benckiser) continued to lead polishes in Costa Rica in 2018. Being considered a mature category often targeted to mature and more traditional consumers, the trade marketing dynamics across modern and traditional grocery retailers remained a key demand driver for polishes, a condition that is capitalised upon by these two players, given their leading participation across the rest of home care.
As a broader base of local millennials continues to search for additional levels of specialisation across most home care categories, the offer of polishes is no exception. Major brands opt to increase their segmentation efforts to reach the more sophisticated expectations of millennials, which will focus on more natural and functional products that rely less on petroleum derivatives.
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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:
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Why buy this report?
This industry report originates from Passport, our Home 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.