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Sanitary Protection in
Costa Rica

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Further segmentation and specialisation within sanitary protection

As local women of all ages continue to pay attention to improving their intimate hygiene practices to feel more confident and protected, the offer of more specialised sanitary protection products continues to gain momentum across a larger base of middle- and high-income consumers. In this context, there continues to be dynamic growth in different types of tampons, and sports-related and night-time products.

New development opportunities will emerge over the forecast period

As a broader base of younger middle and high-income consumers become more informed and concerned about their intimate hygiene practices, new added alternatives will continue to emerge over the forecast period, using natural additives, such as essential oils and probiotics, capable of supporting a healthier microorganism environment.

Cheaper options increasingly available

Sanitary protection is seeing an increased presence of more affordable value options, such as Walmart’s private label brand, which are targeting more mature women who are interested in additional savings and an acceptable performance. The leading players are responding with more aggressive value pack products and point-of-sale campaigns in modern grocery retailers to maintain sales and support brand awareness.

COMPETITIVE LANDSCAPE
Established international players remain ahead in sales

Benefiting from strong brand recognition and marketing expertise, the major global players Essity Centroamérica SA (Saba) and Kimberly Clark Costa Rica SA (Kotex) remained ahead in value sales in 2018. They have a strong presence in most modern and traditional grocery retailers, as well as in chemists/pharmacies,.

Walmart’s private label gains share

In spite of the strong position held by leading brands such as Saba and Kotex, Walmart’s private label brand Equate continues to gain momentum with its sanitary protection offerings. It has increased its product range, and benefits from its privileged shelf space and capacity to provide more competitive unit prices than other branded alternatives.

New performance expectations will support sales of new added-value products

As a broader base of local women have access to higher levels of disposable income, it is anticipated that new added-value products, such as tampons, ultra-absorbent slim towels and natural enhanced alternatives will gain sales amongst a rising base of middle- and high-income women. The availability of more natural and less invasive alternatives that offer multiple functional and high-performance claims is anticipated to encourage a broader base of younger millennial consumers to shift towards such options over the forecast period.

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Sanitary Protection in Costa Rica

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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.

The Sanitary Protection 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 Sanitary Protection in Costa Rica?
  • What are the major brands in Costa Rica?
  • What are the key new product launches in the sanitary protection 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.

Sanitary Protection in Costa Rica - Category analysis

HEADLINES

PROSPECTS

Further segmentation and specialisation within sanitary protection
New development opportunities will emerge over the forecast period
Cheaper options increasingly available

COMPETITIVE LANDSCAPE

Established international players remain ahead in sales
Walmart’s private label gains share
New performance expectations will support sales of new added-value products

CATEGORY DATA

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