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.
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.
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.
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 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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This industry report originates from Passport, our Tissue and Hygiene market research database.