Polishes in Costa Rica

PROSPECTS

Low innovation but further segmentation characterise polishes

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.

New specific alternatives anticipated to gain momentum over forecast period

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.

COMPETITIVE LANDSCAPE

Well-known international brands lead polishes

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.

Additional segmentation efforts and further specialisation anticipated

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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