Sanitary Protection in Costa Rica

2020 IMPACT

Economic impact of the pandemic on disposable incomes reduces affordability of sanitary protection for many women

Costa Rica had already featured a fairly high level of per capita consumption for categories such as towels, which was limiting the pace of growth for the whole sanitary protection category prior to the pandemic. Tampons and pantyliners, on the other hand, had been witnessing lower per capita spend and limited reach, not in the least due to their typically higher prices, among other factors.

Industry players address stigma around menstruation by investing in marketing and communication campaigns

Many industry players engaged in ongoing efforts to address stigma and open dialogue about menstruation in 2020. Campaigns included those by Kimberly-Clark and its #NoMásEstigma campaign run on social media and Kotex Costa Rica website, which encourages open dialogue and education about periods.

More industry players move into reusable sanitary protection in response to rising consumer demand

Essity, which leads sanitary protection in Costa Rica introduced reusable washable period underwear in 2020 across Latin America, including Costa Rica, under the Saba Intima Wear brand. As many markets globally are seeing rising demand for reusable product alternatives to disposable hygiene, many leading players within disposable hygiene have entered the reusable space either via partnerships with the makers/brands of reusable underwear or by launching their own products to ensure they remain relevant to consumers who seek to move away from disposable hygiene.

RECOVERY AND OPPORTUNITIES

Improvements in the economy in the wake of the pandemic boost sales of higher value categories including pantyliners and tampons

Once the pandemic recedes and vaccines are rolled out the economy is expected to begin to recover. This should have an impact on disposable incomes with sales of sanitary protection expected to pick up, especially in higher priced/higher value categories such as pantyliners and tampons where Costa Rica still sees low levels of penetration.

Essity and Kimberly-Clark maintain their leads on the strength of flagship brands, but private label makes gains with consumers looking for affordable options

Essity and Kimberly-Clark are expected to maintain strong leads in sanitary protection over the forecast period 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).

Pandemic provides opportunities for small companies and increased brand exposure while ongoing education efforts around menstruation are likely to continue to develop the category

During the first quarter of 2020, in addition to its manufacture of sanitary protection, EcoFem CR had also began to produce face masks for use during the COVID-19 pandemic. This proved to be a sound strategy for this company given the high demand for and low availability of face masks at that time.