With Costa Rican consumers’ growing health awareness, and increasing interest in less potentially harmful options across the board, healthier added-value and more natural savoury snack proposals continue to improve their sales momentum. Gluten-free, organic, non-GMO and all-natural and functional ingredient claims continue to gain relevance.
With growing health awareness, there is also increasing interest amongst middle-income consumers in natural and less traditional savoury snacks, where seeds, nuts and trial mixes and vegetable, pulse and bread chips are performing well. In the latter area, cassava, green bananas and taro chips, continue to lead growth.
Indulgence, availability and affordability continue to set the pace among lower and middle-income consumers across the country. Manufacturers of top-of-mind mass-orientated brands continue to make efforts to improve value-for-money propositions across modern and traditional grocery retailers, where competition dynamics continue to increase price-based and promotional strategies.
Leading players such as Cía de Galletas Pozuelo DCR, SA, with its category-leading brand Pozuelo, continue to adopt a mixed strategy. This company, for example, aims to offer modern products that meet consumers’ increasingly complex requirements, and support them through modern, digital media channels.
Imported added-value but still affordable brands such as Pop Corners, Lay’s, Sabritas, Yummies and Tostitos continue to see increased availability through modern and traditional grocers across the county. This threatens the traditional dominance of local and regional chips and puffed snacks such as Tosty (Gruma Centroamérica) and Jacks.
Benefiting from increased consumer demand for larger packs sizes offering economies of scale, Walmart’s Great Value private label continues to gain shelf presence across most savoury snack categories, ranging from potato chips, to savoury biscuits and nuts, seeds and trial mixes. This threatens the performance of leading top-of-mind brands across the modern grocery retail channel, where this retailer alone controls over 60% of total value sales.
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This industry report originates from Passport, our Packaged Food market research database.