Tissue and Hygiene in Costa Rica

Tissue and Hygiene in Costa Rica

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

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

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

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

RECOVERY AND OPPORTUNITIES

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

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

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

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Steady performance in 2020 due to economic constraints created by the pandemic

Buying patterns during 2020 dependent on income and job security leading to dichotomy of stockpiling or a switch out of the category to more cost-efficient options

Kimberly-Clark and Procter & Gamble retain lead and engage in promotional activities to ensure continued sales since the pandemic

RECOVERY AND OPPORTUNITIES

Sales pick up in line with recovery in household incomes and consumer confidence

Nappies/diapers/pants witnesses greater polarisation, segmentation and innovation

Popularity of natural materials and complete baby care solutions grow

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Steady growth for retail adult incontinence thanks to a shift to at-home care, growth in e-commerce and the essential nature of these products

Highly concentrated category led by Essity and Kimberly-Clark

Growth in private label thanks to segmented retail environment for retail adult incontinence

RECOVERY AND OPPORTUNITIES

Low per capita consumption provides scope for further growth

Manufacturers raise awareness of incontinence through communication campaigns and engage in widening their product offer through new product development

Growing role for health specialist retailers and modern grocery retailers

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Spikes in demand for all-purpose and baby wipes while panic buying leads to product restrictions

Strong growth for all-purpose cleaning wipes due to increased hygiene concerns

Kimberly-Clark’s Huggies maintains its lead in wipes overall due to its strength in baby wipes, followed by Reckitt Benckiser in 2020

RECOVERY AND OPPORTUNITIES

Initial strong demand set to wane as the pandemic recedes

Growth of personal wipes as consumers extend their usage from their intended purpose

Industry players focus on mass-orientated marketing campaigns as well as a range of innovations

CATEGORY DATA

Table 37 Retail Sales of Wipes by Category: Value 2015-2020
Table 38 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 40 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 41 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Growth spike for retail tissue stimulated by the pandemic

Low growth for facial tissues and paper tableware as these products dropped down consumers’ priorities

Multinationals Kimberly-Clark and Essity continue to characterise tissue value sales in 2020, while private label and exclusive lines from retailers gain traction

RECOVERY AND OPPORTUNITIES

Ongoing presence of the virus stimulates higher short-term at-home demand in 2021

Greater relevance of sophisticated retail tissue lines

Greater environmental focus over the forecast period

CATEGORY DATA

Table 43 Retail Sales of Tissue by Category: Value 2015-2020
Table 44 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 46 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 47 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Costa Rica

KEY DATA FINDINGS

2020 IMPACT

Significant decline due to closure of foodservice and reduced tourist numbers

Industry players in AFH tissue regroup and focus on retail tissue in order to survive the economic consequences of the pandemic

Mass closure of education facilities not offset by rising demand from public healthcare establishments

RECOVERY AND OPPORTUNITIES

Despite ongoing uncertainty, the return of tourism and reopening of society leads to a rebound for AFH tissue and hygiene

Recovery across the category despite predicted economic constraints over the forecast period

Kimberly-Clark and Essity retain the lead based on the strength of their leading retail brands over the forecast period

CATEGORY DATA

Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2020
Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 54 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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