Toilet Care in Costa Rica
April 2020

List OF CONTENTS AND TABLES

HEADLINES
PROSPECTS
New product offers are environmentally friendly and last longer, targeting high-income consumers and millennials
Brand awareness, pricing and availability remain the main sales drivers
New product development set to focus on more convenient, concentrated and longer-lasting products
COMPETITIVE LANDSCAPE
Clorox maintains its lead, but Reckitt Benckiser and SC Johnson brands see higher gains in value share
Products that target millennials and higher-income consumers with pleasing scents and that provide specialised uses set to see the highest value growth
Competitors targeting lower-income toilet care users will focus on aggressive pricing strategies and well as scent combinations that can address more limited budgets
CATEGORY DATA
Table 1 Sales of Toilet Care by Category: Value 2014-2019
Table 2 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 4 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 5 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 6 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024
EXECUTIVE SUMMARY
Value growth of home care continues to rise in Costa Rica, as players focus on producing environmentally friendly, natural-based and other value-added products
Dedicated to producing earth-friendly products, domestic player Florex initiates a bulk buying/refill programme and introduces a line of biotech products in 2019
With the exception of the domestic player Irex de Costa Rica, multinational players and brands dominate the competitive environment
As modern grocery retailers continue to dominate the Costa Rican home care market, players focus on gaining additional shelf presence
Future focus is set to remain on producing environmentally friendly, natural-based and highly functional home care products and striving to make them more affordable
MARKET INDICATORS
Table 7 Households 2014-2019
MARKET DATA
Table 8 Sales of Home Care by Category: Value 2014-2019
Table 9 Sales of Home Care by Category: % Value Growth 2014-2019
Table 10 NBO Company Shares of Home Care: % Value 2015-2019
Table 11 LBN Brand Shares of Home Care: % Value 2016-2019
Table 12 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 13 Distribution of Home Care by Format: % Value 2014-2019
Table 14 Distribution of Home Care by Format and Category: % Value 2019
Table 15 Forecast Sales of Home Care by Category: Value 2019-2024
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
CORONAVIRUS (COVID-19)
SOURCES
Summary 1 Research Sources