Demand for surface care was given a notable boost in 2020 as a direct result of the pandemic in Costa Rica. Initial stockpiling amongst consumers for hygiene and cleaning-related products in early March drove up volume sales across much of the category with products that claimed to have antibacterial and sanitising properties particularly benefiting, including home care disinfectants which not only recorded the highest volume growth rates within surface care in 2020, but one of the most impressive rates within overall home care.
While holding overall lower value share, demand for all purpose cleaning wipes with antibacterial properties also received a major boost to demand in 2020, recording the second highest volume growth rate after home care disinfectants. These products appeal to more affluent consumers who appreciate the convenient disposable aspect of wipes, particularly as they eliminate cross contamination of surfaces unlike the use of reusable cloths in conjunction with home care disinfectants or bleach.
The competitive landscape of surface care remained fairly consolidated amongst four major multinationals in 2020, which that benefit from their participation across multiple home care categories. Reckitt Benckiser Centroamerica with its top-ranked Brasso brand, maintained its leading position within the category in 2020, where it is followed at some distance by Clorox de Centroamerica SA with its Poett, Formula 409 and Clorox brands.
Lingering concerns amongst local consumers relating to the pandemic and therefore ongoing stringent efforts to maintain clean and hygienic living environments will ensure ongoing high demand for surface care with disinfecting properties in 2021. Particularly early high volume growth rates will continue to be recorded by home care disinfectants and all purpose cleaning wipes with antibacterial properties.
Value growth (at constant 2020 prices) will remain higher than volume growth over the forecast period, supported by innovation in terms of antibacterial claims with a greater focus on specific surface care products which offer additional value. However, ongoing environmental concerns which have been driven by affluent millennials are likely to spread to a wider audience, with consumers gradually switching to eco-friendly products as part of a wider sustainability agenda; this will not only be evident in the further development of formulations but also packaging with the elimination of single-use plastic, and more refillable options continuing to evolve.
Specialised products typically carry higher than average unit prices, leading to a greater preference amongst price-sensitive consumers for more cost-efficient multi-purpose cleaners and home care disinfectants which can be applied to a range of surfaces. For innovation to be successful in surface care products created for specific surfaces, consumers need to be persuaded that they offer strong value for money or are worth paying extra for.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Surface Care research and analysis database.
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