Wipes in Costa Rica

PROSPECTS

Further product segmentation and multiple functional claims set the trends in 2018

There is an expanding offer of products within personal and home care cleaning wipes, with most established and emerging players increasing their levels of segmentation in order to reach more specific groups of consumers. They are opting to focus on intimate and facial care wipes, as well as specialised home care products, which are in the early stages of development.

Functional products and further segmentation anticipated over forecast period

Over the forecast period, it is anticipated that major wipes players will continue to focus on the promotion of added-value products and functional performance claims, in order to improve the image of their brands amongst a broader base of potential millennial consumers. Further levels of segmentation will go hand-in-hand with the development of additional lines of personal and home care wipes.

An online presence is important

The use of internet platforms to provide additional information regarding the advantages of wipes, and advice concerning their use is expected to gain momentum. This will open new possibilities for recruiting recognised digital influencers and bloggers to engage with such products, and provide them with further credibility, as these product continue to increase in affordability and availability.

COMPETITIVE LANDSCAPE

Established international players continue to lead sales of wipes

Kimberly Clark Costa Rica SA remained ahead in wipes sales in Costa Rica in 2018, through the brand Huggies, which has a strong presence in baby wipes, which are often used for multiple personal cleaning and freshening purposes. The company benefits from considerable marketing and distribution know-how, with complete market coverage, including small independent grocers in rural area.

Home care wipes manufacturers rank second and third

Kimberly Clark Costa Rica SA is followed by the home care wipes manufacturers Reckitt Benckiser Centroamerica SA and Clorox de Centroamerica SA, which also benefit from manufacturing, marketing and logistics savings. Their their all-purpose cleaning wipes products (Lysol and Clorox, respectively), leverage their disinfecting and sanitising capabilities to engage local consumers.

New product developments to drive sales

Costa Rica continues to face a complicated macroeconomic scenario over the next five years, which will continue to affect the spending capacity of consumers in the country. In this context, it is expected that manufacturers will use of mass-oriented marketing campaigns, based on online platforms, including social media and their own regional websites, to target millennial consumers, who tend to be interested in different types of affordable personal wipes.

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