Executive Summary

Feb 2019
PROSPECTS
Surface care characterised by additional segmentation and priced-based competition

Considered one of the most relevant home care categories (behind laundry care in value terms), surface care continued to rely on the further development of additional levels of segmentation and product specialisation, while becoming increasingly proactive in terms of providing more affordable products to its target audience. Specific surface formulations, new product formats and specific functional claims continued to emerge across an expanding base of modern grocery retailers in the country, where top-of-mind global brands and new imported products continued to rely on differentiation to reach more sophisticated mid- and high-income consumers.

Further specialisation and polarisation predicted for forecast period

Based on trends witnessed at the end of the review period, the predicted performance for surface care will be determined by the development of additional segmentation and product specialisation over the forecast period. Major domestic and imported brands will continue to rely on specific products to target the quality expectations of mid- and high-income local consumers.

COMPETITIVE LANDSCAPE
Traditional global players continue to lead

Benefitting from their consolidated participation across multiple home care categories, international players Reckitt Benckiser and SC Johnson continued to capitalise on their strong manufacturing and distribution capabilities, allowing them to remain as the main surface care leaders. Both leverage on the strong brand awareness of their main products Lysol and Brasso in the case of Reckitt Benckiser, as well as Pledge and Mr Muscle in the case of SC Johnson.

Other known global brands play less of a role in surface care

The remaining players in surface care continued to be relatively fragmented, although being characterised by the secondary roles of global players such as Clorox and Colgate-Palmolive, as well as the domestic competitor Grupo Constenla (Tronex), which continued to capitalise on additional sales opportunities based on product availability, aggressive pricing relations (through larger packaging formats and flexible value packs) and multiple types of functional formulation claims.

Priced-based competition and product availability anticipated to keep the pace

As the local macroeconomic outlook is predicted to inevitably enter a generalised slowdown over the forecast period, it is anticipated that the most relevant competition dynamics within surface care will move towards priced- based competition and product availability, with major players such as Clorox and Colgate-Palmolive becoming interested in gaining additional share from Reckitt Benckiser and SC Johnson. Therefore, the category leaders will respond with similar value proposals, using their strong manufacturing and logistics capabilities to continue dictating the sales pace, which is already anticipated to engage with further competitive interaction with other imported proposals, including low- and high-end value options.

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Surface Care in Costa Rica

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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care 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 Surface Care industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care 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 Surface Care in Costa Rica?
  • What are the major brands in Costa Rica?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes 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 Home Care market research database.

Surface Care in Costa Rica - Category analysis

HEADLINES

PROSPECTS

Surface care characterised by additional segmentation and priced-based competition
Further specialisation and polarisation predicted for forecast period

COMPETITIVE LANDSCAPE

Traditional global players continue to lead
Other known global brands play less of a role in surface care
Priced-based competition and product availability anticipated to keep the pace

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 8 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Costa Rica - Industry Overview

EXECUTIVE SUMMARY

Changing lifestyles continue to drive specific value and environmentally-friendly home care in 2018
Segmentation and aggressive pricing relations set the pace of 2018’s value performance
International players maintain competitive advantage during 2018
Distribution efforts continue to focus on modern grocery retailers
New lifestyles and rising environmental conscience to continue influencing home care’s development

MARKET INDICATORS

Table 9 Households 2013-2018

MARKET DATA

Table 10 Sales of Home Care by Category: Value 2013-2018
Table 11 Sales of Home Care by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Home Care: % Value 2014-2018
Table 13 LBN Brand Shares of Home Care: % Value 2015-2018
Table 14 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 15 Distribution of Home Care by Format: % Value 2013-2018
Table 16 Distribution of Home Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Home Care by Category: Value 2018-2023
Table 18 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources