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Learn moreJun 2020
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Over the review period, additional sanitary protection offerings were observed in pantyliners, tampons, and smaller packaging in towels. These latter items are growing in popularity as younger consumers in particular appreciate the discretion offered by individually packaged items that are ideal for students and those on the go.
One of two particularly interesting market developments over the review period occurred in 2019, when the Ministry of Health approved the sanitary license granted to the Me Luna menstrual cup. The Me Luna menstrual cup was the first of its kind in this category to be officially registered with the competent Costa Rican health authorities, and the new status allowed Me Luna to commercialise the product in the country.
Essity and Kimberly-Clark maintained their strong leads in sanitary protection in 2019 on the strength of their flagship brands Saba and Kotex. Late in the review period Essity’s top-selling Saba line launched a new product, Saba panties buenas noches (Good Night panties).
Sanitary protection is expected to grow by just 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19, which is similar to the 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).
All sanitary protection categories have seen higher growth during the pandemic compared to what was posted in the previous year, but at separate growth rates similar to what they were seeing before the pandemic began. Consumers continue to be attracted to product innovations within the formats they have always preferred as well as to showing growing interest in pantyliners, which cannot be attributed to COVID-19.
Through 2020 and beyond, sanitary protection products of every type are set to see higher growth year on year, resulting in higher value CAGRs for every category than what they registered over the review period. Much of the projected value growth can be attributed to higher demand for higher priced product innovations, not only those that improve absorption and comfort levels but also for those that appeal to environmentally conscious Costa Rican consumers, such as the recently approved Me Luna menstrual cups and EcoFem’s washable, reusable towels.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Tissue and Hygiene 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.