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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Costa Rica

38 pages, Mar 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Economy products continue to gain ground in retail tissue

As a result of the rising availability of low-priced basic tissue products, driven mostly by cheap toilet paper, a broader base of local mid-income buyers continued to opt for such products due to their attractive prices. This situation continued to reinforce these products’ positioning as commodity goods, in turn leading to weaker sales of more innovative offerings from major global manufacturers.

Top-of-mind brands lose ground in retail tissue while consumers place greater importance on quality in retail hygiene

As higher quality tissue products continued to be threatened by the rising availability of lower-priced offerings, major global players faced a battle to maintain their share of sales due to not being able to cater for the value-for- money demands of mid-income consumers. The industry continued to witness a further shift towards lower-priced options in most retail tissue categories, with price remaining the most important factor in the purchasing decision.

Major global players continue to lose ground in basic tissue categories while opting to focus on added-value hygiene products

As local consumers continued to show less loyalty to global players, manufacturers such as Essity, Procter & Gamble and Kimberly-Clark opted to increase their focus on added-value hygiene products, increasingly segmenting their offering via line extensions while seeking new revenue opportunities in complementary products such as toiletries, wipes and soap. At the same time, the penetration of private label products increased, largely thanks to Wal-Mart’s aggressive marketing activities and very attractive unit prices, which meet the needs of a broad base of low- and mid-income households.

Private label players address the rising popularity of basic toilet paper in traditional grocery outlets

As the rising preference for low-priced retail tissue continued, partly fuelled by the value-for-money products offered by Chinese mini-marts, Wal-Mart reacted by adopting an aggressive penetration strategy, which has proven to be very effective in generating additional traffic and increasing awareness of its private label lines Supermax and Suli, with the retailer willing to sacrifice profit margins in return for higher volume sales. This trend is anticipated to gain additional momentum over the next five years, with Wal-Mart’s private label offer (as well as direct imports of branded products) expected to become more popular in most retail hygiene categories, where major players such as Essity and Kimberly-Clark currently face little threat in both modern and traditional grocery outlets.

Global manufacturers set to continue to invest in innovation and differentiation over the forecast period

Affected by the ongoing migration of mid-income consumers towards more basic tissue and hygiene options, major global players such as Essity, Kimberly-Clark and Procter & Gamble are anticipated to remain focused on generating additional value by highlighting the performance and overall quality of their brands, particularly in retail tissue, largely targeting higher-income households.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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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.

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Tissue and Hygiene in Costa Rica

EXECUTIVE SUMMARY

Economy products continue to gain ground in retail tissue

Top-of-mind brands lose ground in retail tissue while consumers place greater importance on quality in retail hygiene

Major global players continue to lose ground in basic tissue categories while opting to focus on added-value hygiene products

Private label players address the rising popularity of basic toilet paper in traditional grocery outlets

Global manufacturers set to continue to invest in innovation and differentiation over the forecast period

MARKET INDICATORS

Table 1 Birth Rates 2012-2017
Table 2 Infant Population 2012-2017
Table 3 Female Population by Age 2012-2017
Table 4 Total Population by Age 2012-2017
Table 5 Households 2012-2017
Table 6 Forecast Infant Population 2017-2022
Table 7 Forecast Female Population by Age 2017-2022
Table 8 Forecast Total Population by Age 2017-2022
Table 9 Forecast Households 2017-2022

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2016
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Retail Adult Incontinence in Costa Rica

HEADLINES

PROSPECTS

Global players continue to focus on further product segmentation

Further innovation should help to increase the penetration of adult incontinence products

COMPETITIVE LANDSCAPE

International manufacturers dominate the category

Lower-priced products and private label lines expected to gain ground over the forecast period

CATEGORY DATA

Table 19 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 20 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 21 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 22 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 23 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 24 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Retail Tissue in Costa Rica

HEADLINES

PROSPECTS

Increasing number of lower-priced products target mid-income consumers

Major players expected to focus on generating value rather than volume growth

COMPETITIVE LANDSCAPE

Global manufacturers continue to dominate sales

Manufacturers to focus on offering a good price/quality ratio

CATEGORY DATA

Table 25 Retail Sales of Tissue by Category: Value 2012-2017
Table 26 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 27 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 28 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 29 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 30 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Sanitary Protection in Costa Rica

HEADLINES

PROSPECTS

Leading manufacturers continue to benefit from strong brand recognition and consumer trust

More brand manufacturers likely to invest in complementary personal hygiene products under their existing brands

COMPETITIVE LANDSCAPE

International manufacturers lead both volume and value sales

Global players focus on innovation as a strategy to hamper the rising penetration of more basic and lower-priced products

CATEGORY DATA

Table 31 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 32 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 33 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 34 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 35 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 36 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in Costa Rica

HEADLINES

PROSPECTS

Consumers continue to move beyond traditional baby and disinfectant wipes

Further segmentation and specialisation anticipated to drive sales over the forecast period

COMPETITIVE LANDSCAPE

Baby wipes continue to account for the majority of value sales

Further specialisation and private label development expected over the forecast period

CATEGORY DATA

Table 37 Retail Sales of Wipes by Category: Value 2012-2017
Table 38 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 39 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 40 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 41 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Away-From-Home Tissue and Hygiene in Costa Rica

HEADLINES

PROSPECTS

Channel sees little innovation in 2017

Manufacturers to increasingly focus on AFH hygiene

COMPETITIVE LANDSCAPE

Global players continue to lead sales

Manufacturers to focus on improving the quality perception of their products

CATEGORY DATA

Table 43 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 44 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 45 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 46 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 47 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 48 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in Costa Rica

HEADLINES

PROSPECTS

Local consumers continue to opt for more affordable but still well-known alternatives

Further innovation and segmentation to drive sales over the forecast period

COMPETITIVE LANDSCAPE

Two major global players account for three-quarters of overall value sales

More affordable and generic options likely to continue to gain ground alongside smaller regional players and private label

CATEGORY DATA

Table 49 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 50 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 51 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 52 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 53 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 54 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in Costa Rica

New Report Guarantee

Executive Summary

New Report Guarantee

Economy products continue to gain ground in retail tissue

Top-of-mind brands lose ground in retail tissue while consumers place greater importance on quality in retail hygiene

Major global players continue to lose ground in basic tissue categories while opting to focus on added-value hygiene products

Private label players address the rising popularity of basic toilet paper in traditional grocery outlets

Global manufacturers set to continue to invest in innovation and differentiation over the forecast period

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in Costa Rica

EXECUTIVE SUMMARY

Economy products continue to gain ground in retail tissue

Top-of-mind brands lose ground in retail tissue while consumers place greater importance on quality in retail hygiene

Major global players continue to lose ground in basic tissue categories while opting to focus on added-value hygiene products

Private label players address the rising popularity of basic toilet paper in traditional grocery outlets

Global manufacturers set to continue to invest in innovation and differentiation over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Retail Adult Incontinence in Costa Rica

HEADLINES

PROSPECTS

Global players continue to focus on further product segmentation

Further innovation should help to increase the penetration of adult incontinence products

COMPETITIVE LANDSCAPE

International manufacturers dominate the category

Lower-priced products and private label lines expected to gain ground over the forecast period

CATEGORY DATA

Retail Tissue in Costa Rica

HEADLINES

PROSPECTS

Increasing number of lower-priced products target mid-income consumers

Major players expected to focus on generating value rather than volume growth

COMPETITIVE LANDSCAPE

Global manufacturers continue to dominate sales

Manufacturers to focus on offering a good price/quality ratio

CATEGORY DATA

Sanitary Protection in Costa Rica

HEADLINES

PROSPECTS

Leading manufacturers continue to benefit from strong brand recognition and consumer trust

More brand manufacturers likely to invest in complementary personal hygiene products under their existing brands

COMPETITIVE LANDSCAPE

International manufacturers lead both volume and value sales

Global players focus on innovation as a strategy to hamper the rising penetration of more basic and lower-priced products

CATEGORY DATA

Wipes in Costa Rica

HEADLINES

PROSPECTS

Consumers continue to move beyond traditional baby and disinfectant wipes

Further segmentation and specialisation anticipated to drive sales over the forecast period

COMPETITIVE LANDSCAPE

Baby wipes continue to account for the majority of value sales

Further specialisation and private label development expected over the forecast period

CATEGORY DATA

Away-From-Home Tissue and Hygiene in Costa Rica

HEADLINES

PROSPECTS

Channel sees little innovation in 2017

Manufacturers to increasingly focus on AFH hygiene

COMPETITIVE LANDSCAPE

Global players continue to lead sales

Manufacturers to focus on improving the quality perception of their products

CATEGORY DATA

Nappies/Diapers/Pants in Costa Rica

HEADLINES

PROSPECTS

Local consumers continue to opt for more affordable but still well-known alternatives

Further innovation and segmentation to drive sales over the forecast period

COMPETITIVE LANDSCAPE

Two major global players account for three-quarters of overall value sales

More affordable and generic options likely to continue to gain ground alongside smaller regional players and private label