HOME CARE IN COSTA RICA Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care Continues To See Increasing Polarisation, With the Rising Penetration of Private Label Brands and the Further Offer of Added-value Innovations Global and Regional Players Increase Their Penetration in Most Categories, Using Their Strong Brand Awareness To Provide More Integrated Home Care Solutions Major Players React To Private Label Proposals by Increasing Their Penetration Across Multiple Categories, Whilst Adopting More Aggressive Pricing Strategies Modern Grocery Retailers Continue To Increase Their Relevance; Independent Small Grocers Capitalise on Their Convenient and Affordable Proposals Innovation Should Continue To Gain Momentum, Along With Additional Segmentation Efforts and the Use of Multiple Functional Claims Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 Distribution of Home Care by Format: % Value 2012-2017 Table 5 Distribution of Home Care by Format and Category: % Value 2017 Table 6 Forecast Sales of Home Care by Category: Value 2017-2022 Table 7 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Natural Fragrance Claims Increase During 2017 More Convenient and Automatic Dispensing Formats Are Launched Essential Oils and All-natural Claims Set To Find Good Development Opportunities Competitive Landscape Major Global Players Continue To Dominate Air Care Further Innovation Is Expected To Set the Pace Over the Coming Five Years More Affordable Proposals Expected Category Data Table 8 Sales of Air Care by Category: Value 2012-2017 Table 9 Sales of Air Care by Category: % Value Growth 2012-2017 Table 10 Forecast Sales of Air Care by Category: Value 2017-2022 Table 11 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects More Appealing Fragrance Options and Functionality Claims Lead To Additional Development Opportunities Affordable, Added-value Alternatives Are Anticipated To Keep Gaining Relevance Competitive Landscape Recognised Global and Local Brands Continue To Benefit From Top-of-mind Awareness and Broad Availability Global Flagship Brands Battle on Several Fronts Consolidated Brands Should Continue To Capture Local Buyers' Attention, Based on Innovation and Multiple Performance Claims Category Data Table 12 Sales of Bleach: Value 2012-2017 Table 13 Sales of Bleach: % Value Growth 2012-2017 Table 14 Forecast Sales of Bleach: Value 2017-2022 Table 15 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Performance Claims and New Fragrance Combinations Gain Relevance in Dishwashing Hand Dishwashing Formats Continue To Dominate Automatic Dishwashing Has Development Opportunities in the Coming Years Competitive Landscape Major Regional Brands Continue To Benefit From Economies of Scale and Top-of-mind Brand Awareness Product Developments Boost Sales Development Opportunities Remain Associated With Higher-end and Environmental Proposals Category Indicators Table 16 Household Possession of Dishwashers 2012-2017 Category Data Table 17 Sales of Dishwashing by Category: Value 2012-2017 Table 18 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 19 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 20 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Changing Weather Patterns Affect Sales Product Specialisation and Multiple Performance Claims Continue To Drive Sales of Home Insecticides in Costa Rica Safer, More Natural Yet Still Effective Insecticides Are Set To Continue To Gain Momentum Competitive Landscape A Major International Player Continues To Dominate Home Insecticides the Role of Other Players Product Polarisation Should Gain Momentum, With Specialised Added-value Alternatives and Private Label Development Category Data Table 21 Sales of Home Insecticides by Category: Value 2012-2017 Table 22 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 23 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 24 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Affordable Proposals Continue To Increase the Demand for Generic Options Polarisation of Demand Offers Additional Development Opportunities Further Migration From Powder To Liquid Formats Is Anticipated To Impact Value Sales Competitive Landscape Traditional Local and International Competitors Continue To Lead... ...despite the Growing Popularity of Generic Imported Offers and Private Label Innovative Added-value Proposals Are Expected To Lead in Terms of Performance Category Indicators Table 25 Household Possession of Washing Machines 2012-2017 Category Data Table 26 Sales of Laundry Care by Category: Value 2012-2017 Table 27 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 28 Sales of Laundry Aids by Category: Value 2012-2017 Table 29 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 30 Sales of Laundry Detergents by Category: Value 2012-2017 Table 31 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 32 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 33 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Low Innovation Continues To Characterise Polishes, Which Remains Restricted by Population Growth and the Adoption of Convenient Surface Care Habits More Versatile and Convenient All-in-one Cleaning and Polishing Products Are Expected To Drive Further Growth Competitive Landscape Major Global Manufacturers Continue To Lead Polishes, Benefiting From Top-of-mind Awareness and Availability Additional Levels of Innovation and Multiple Performance Claims Will Continue Over the Coming Years the Rise of Private Label Category Data Table 34 Sales of Polishes by Category: Value 2012-2017 Table 35 Sales of Polishes by Category: % Value Growth 2012-2017 Table 36 Forecast Sales of Polishes by Category: Value 2017-2022 Table 37 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Disinfecting Claims and Stronger and More Sophisticated Fragrance Blends Added-value Alternatives Find Opportunities Amongst Local Millennial Buyers Interested in Their Personal and Environmental Wellbeing Multipurpose Surface Care Products Will Lose Relevance To More Specific Surface Care Options Competitive Landscape Traditional Competitors Continue To Dominate Value Sales Meanwhile, New Proposals Find Appealing Niche Opportunities To Develop Brand Awareness the Private Label Offer Gains Momentum With Walmart's Aggressive Penetration Campaign Targeting Middle- and High-income Buyers Category Data Table 38 Sales of Surface Care by Category: Value 2012-2017 Table 39 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 40 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 41 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 42 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Innovation Continues To Increase the Usage Frequency of Added-value Toilet Care Products Lower-priced Alternatives Still Dominate Toilet Care in Costa Rica Improved Formulations With Multiple Functional Claims and Easier Application Will Continue To Gain Momentum Competitive Landscape Major International Players Remain Ahead in Value Sales Local Generic Manufacturers Continue To Lead in Volume Terms Brand Positioning, Line Extensions and Private Label Development Will Continue Driving the Competitive Environment Category Data Table 44 Sales of Toilet Care by Category: Value 2012-2017 Table 45 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 46 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022