Sun Care in Costa Rica

PROSPECTS

Additional segmentation in terms of pack sizes, added-value features and prices set the pace

As the offer of sun care products in Costa Rica became more mature, traditional and emerging players continued to develop additional levels of segmentation to address the budget and performance expectations of a broader base of consumers. In most cases, product offers continued to focus on mid- and higher-income consumers given the relatively high unit prices of most sun protection products (both sun blocks and tanning lotions).

Sun protection continues to account for the largest value share

Even though there was a rising offer of self-tanning and aftersun lotions within sun care in Costa Rica, most consumers did not consider these options as staples. Only products offering sun protection were viewed as essential, and the use of these continued to grow among a broader base of mid- and even low-income consumers.

More-natural alternatives will increase the demand for aftersun and self-tanning over the forecast period

As the penetration of traditional sun protection alternatives becomes more mature over the forecast period, it is anticipated that most manufacturers will increase their ranges of complementary product lines (using their strong umbrella brands), further developing their offers of aftersun and self-tanning products. In this context, major players are expected to make use of a wide range of claims regarding natural ingredients to improve the value perception of their products.

COMPETITIVE LANDSCAPE

Traditional players maintain their strong dominance within sun care in 2017

Cefa Corporación remained the dominant category leader in 2017, with its leading brands of Hawaiian Tropic and Banana Boat remaining ahead in terms of both awareness and availability. These brands also benefited from a perception of high quality amongst a broad base of mid- and upper-income consumers.

New added-value products anticipated to continue gaining penetration in Costa Rica

As seen during 2017, more-natural and added-value lines, such as the Spanish brand Babaria and the French product Mustela, are expected to continue increasing their presence over the forecast period by targeting niche groups of consumers interested in more-natural and specific sun care products. In this context, a highlight is the good sales potential of more-specific products positioned as facial sun care alternatives.

Economy products within sun care are expected to increase their penetration of lower-end consumers

As sun care sales are anticipated to become more mature, having little room to expand amongst local mid-income consumers, new opportunities shall emerge in the case of economy sun protection brands targeted at lower-income households. In this context, it is anticipated that a combination of more-generic products that focus on sun protection levels between 30 and 50 will emerge across traditional grocery retailers, where the offer of these products remained very limited or even non-existent in 2017.

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