Executive Summary

Mar 2019
PROSPECTS
Product innovation and segmentation drive retail tissue sales

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.

Further segmentation and line extensions will gain momentum

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.

More benefits being offered

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.

COMPETITIVE LANDSCAPE
Established international competitors remain ahead in value sales

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.

Other manufacturers continue to develop their offer

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.

Emerging brands are anticipated to focus on higher income millennial consumers

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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Retail Tissue in Costa Rica

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Overview

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

The Retail Tissue 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 Retail Tissue in Costa Rica?
  • What are the major brands in Costa Rica?
  • What is the performance of pocket handkerchiefs vs boxed facial tissues?
  • What are the key new product launches in the tissues 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 Tissue and Hygiene market research database.

Retail Tissue in Costa Rica - Category analysis

HEADLINES

PROSPECTS

Product innovation and segmentation drive retail tissue sales
Further segmentation and line extensions will gain momentum
More benefits being offered

COMPETITIVE LANDSCAPE

Established international competitors remain ahead in value sales
Other manufacturers continue to develop their offer
Emerging brands are anticipated to focus on higher income millennial consumers

CATEGORY DATA

Table 1 Retail Sales of Tissue by Category: Value 2013-2018
Table 2 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 5 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Tissue and Hygiene in Costa Rica - Industry Overview

EXECUTIVE SUMMARY

Further levels of specialisation and segmentation in most categories
Performance claims are the main marketing trend in 2018
Established and emerging players remain focused on targeting middle-income consumers and millennial consumers
Modern grocery retailers keep gaining ground based
Affordable added-value products are expected to gain momentum

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources