Executive Summary

Mar 2019
Further levels of specialisation and segmentation in most categories

As a result of the current macroeconomic scenario, characterised by high levels of uncertainty, with a major tax reform currently being discussed in Congress, local families’ spending capacity continues to remain limited, and is also being affected by pressure from inflation and exchange rate fluctuations. This has led many consumers to adopt very cautious behaviour regarding their budgets.

Performance claims are the main marketing trend in 2018

The development and promotion of additional levels of product specialisation, based on multiple functional performance claims, along with packaging and image updates for major brands, were the key marketing trends seen across most tissue and hygiene categories in 2018. Local consumers’ purchasing decisions now take into account unit prices and availability, as well as additional benefits such as durability, softness, absorbency and environmental friendliness.

Established and emerging players remain focused on targeting middle-income consumers and millennial consumers

As segmentation and polarisation becomes more apparent across most tissue and hygiene categories, there continues to be strong competition in targeting a wider spectrum of middle-income and millennial consumers with value for money products, with the aim of reaching more specific groups of consumers within these segments of the population. This scenario is reflected in the emergence of more affordable but good quality products targeted at lower income consumers; for example, the further development of Walmart`s private label brands Super Max and Equate.

Modern grocery retailers keep gaining ground based

Middle- and high-income consumers continue to look for shopping convenience, broad product ranges and affordability, thus modern grocery retailers, such as discounters, hypermarkets and warehouse clubs, continue to be popular outlets for the purchasing of tissue and hygiene products. In this context, private label products, as well as retailers’ direct product imports, are gaining shelf space, as they benefit from providing appealingly priced products, while offering retailers the capacity to generate additional traffic in their outlets.

Affordable added-value products are expected to gain momentum

Affordable added-value products with a clear focus on providing additional functional features and environmentally sustainable claims, targeting millennial consumers, are anticipated to continue gaining momentum across most retail tissue and hygiene categories in Costa Rica. This will be driven by the ongoing distribution and promotion of affordable but still good quality value products coming from different countries around the world, such as Mexico and China.

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Tissue and Hygiene in Costa Rica

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Costa Rica for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Costa Rica?
  • What are the major brands in Costa Rica?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

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 Tissue and Hygiene market research database.

Tissue and Hygiene in Costa Rica

EXECUTIVE SUMMARY

Further levels of specialisation and segmentation in most categories
Performance claims are the main marketing trend in 2018
Established and emerging players remain focused on targeting middle-income consumers and millennial consumers
Modern grocery retailers keep gaining ground based
Affordable added-value products are expected to gain momentum

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

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

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Costa Rica

HEADLINES

PROSPECTS

Convenient solutions, affordability, brand recognition and good performance drive sales
Manufacturers target the horeca channel and institutions
Manufacturers anticipated to adopt on-line promotional strategies

COMPETITIVE LANDSCAPE

Leading international manufacturers maintain their competitive edge
New products and emerging distribution channels anticipated gain momentum
Price competition expected to become more intense

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Costa Rica

HEADLINES

PROSPECTS

Affordability and segmentation set the pace in 2018
Brands aim to provide a complete range
Added-value developments expected to focus on internet-based campaigns

COMPETITIVE LANDSCAPE

Established international manufacturers continue to dominate sales
New brands emerging
Affordable added-value products anticipated to appeal millennial consumers over the forecast period

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Costa Rica

HEADLINES

PROSPECTS

Rising levels of segmentation boost adult incontinence sales
New development opportunities anticipated to emerge from added-value products
Health specialist retailers and modern grocery retailers play a growing role

COMPETITIVE LANDSCAPE

International players continue to lead sales in Costa Rica
Cheaper products gain ground
Further segmentation will continue to characterise adult incontinence products

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Costa Rica

HEADLINES

PROSPECTS

Product innovation and segmentation drive retail tissue sales
Further segmentation and line extensions will gain momentum
More benefits being offered

COMPETITIVE LANDSCAPE

Established international competitors remain ahead in value sales
Other manufacturers continue to develop their offer
Emerging brands are anticipated to focus on higher income millennial consumers

CATEGORY DATA

Table 37 Retail Sales of Tissue by Category: Value 2013-2018
Table 38 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 40 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 41 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 42 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Costa Rica

HEADLINES

PROSPECTS

Further segmentation and specialisation within sanitary protection
New development opportunities will emerge over the forecast period
Cheaper options increasingly available

COMPETITIVE LANDSCAPE

Established international players remain ahead in sales
Walmart’s private label gains share
New performance expectations will support sales of new added-value products

CATEGORY DATA

Table 43 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 44 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Costa Rica

HEADLINES

PROSPECTS

Further product segmentation and multiple functional claims set the trends in 2018
Functional products and further segmentation anticipated over forecast period
An online presence is important

COMPETITIVE LANDSCAPE

Established international players continue to lead sales of wipes
Home care wipes manufacturers rank second and third
New product developments to drive sales

CATEGORY DATA

Table 49 Retail Sales of Wipes by Category: Value 2013-2018
Table 50 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 51 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 53 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023