Retail tissue performance began to show recovery signs in 2018, having faced multiple threats from low-priced unbranded and generic products from countries such as China and Turkey during the review period. This was particularly the case with toilet paper, where major brands such as Scott, Nevax, Charmin and Rosal continued to invest in strengthening their point-of-sale presence in modern grocery retailers, relying on additional levels of innovation and segmentation, while still providing competitive unit prices.
Retail tissue products are often considered to be standard generic goods, but the development of more sophisticated retail tissue lines, including toilet paper, paper towels and napkins, is expected to gain relevance over the forecast period, with manufacturers targeting more specific groups of consumers via modern grocery retailers across the country. The promise of providing more effective and reliable results when using such types of added-value product will open new development opportunities for major players with a presence across retail tissue categories, and even hygiene products.
Manufacturers will seek to introduce more specialised added-value products, such as premium and ecological alternatives, which, besides a focus on the fabric types of the tissues, will also incorporate a broader range of benefits, such as additional quilting, softness and durability, as well as the use of natural gels, such as aloe, and essential oils, such as lavender and camomile, in order to target the more economically advantaged consumers in Costa Rica.
The major global manufacturers Kimberly Clark Costa Rica SA and Essity Centroamerica SA continued to dominate retail tissue value sales in Costa Rica in 2018, benefiting from the leading role they play in the largest categories. Toilet paper, napkins and paper towels remain the most used retail tissue products in Costa Rica.
Behind the two leaders are other major players, such as Papelera Internacional SA (PAINSA) and Procter & Gamble Interamericas de Costa, with their main brands Rosal and Nube Blanca (PAINSA), and Charmin and Bounty (Procter & Gamble). They benefit from a wide presence in retailers, value-for-money pricing and the perceived good quality of their products.
As retail tissue products continue to see greater segmentation, it is anticipated that established brands which target middle- and upper-income younger consumers will set the pace in terms of innovation and new product development. New products, such as Nevax Advanced (paper towels), Nevax Maxi Resist and Nevax Just 1 (toilet paper), will continue to gain momentum among younger segments of the population, particularly millennial consumers, who are looking for convenient and higher performance products.
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This industry report originates from Passport, our Tissue and Hygiene market research database.