Fast Market Research recommends "Bath and Shower in Costa Rica" from Euromonitor International, now available

[ClickPress, Mon Jul 14 2014] As a result of globalisation, local consumers became more aware of product differentiation, resulting in them trying new products and concepts such as natural formulated bar soaps and body washes and shower gels. The use of natural ingredients became a major trend in bath and shower while manufacturers continued to focus on fruity scents combinations, with citric antioxidant ingredients being the most popular in 2013 (tangerine, orange, pomegranate). As in other categories, bath and shower showed further levels of product segmentation with the emergence of more specific alternatives such as men's grooming (bar soaps for men), sports-oriented products and sensitive skin options. In the case of packaging, product development was moving towards more economic alternatives such as refill plastic pouches, which in certain cases claim to be environment friendly (eco-smart refill 67% less plastic than bottle refills, lessens impact on landfills). However, manufacturers were also considering the expanding base of spa-oriented lines where packaging plays a more relevant role (appealing designs to decorate kitchens and bathrooms).

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Competitive Landscape

Unilever de Centroamerica SA led bath and shower in 2013 with a 30% value share, mainly due to its well-positioned brands Dove and Rexona. The company offers good quality products through most local retailers and deep levels of segmentation. Colgate-Palmolive SA de CV was second in 2013, also with a 30% value share, mainly due to its top-of mind brands Protex and Palmolive. However, during 2012-2013, Colgate-Palmolive Co (GBO) acquired another 17% value share (achieving 47%), due to its acquisition of local manufacturer Punto Rojo SA with its successful brands Bactex and Diva. All of these products are widely available through local modern and traditional retailers offering constant innovation and competitive prices.

Industry Prospects

Forecast trends are anticipated to move towards natural ingredient based products which might develop in line with environment friendly concepts (organic, biodegradable, recyclable packaging, refill, fair trade). This is because local consumers are more willing to try such natural products (bar soaps) as the environmental/health consciousness continues to gain relevance in the country. Therefore, certifications such as Environment friendly in composition (from the new SPA products from Punto Rojo SA) will start to become factors in the decision to buy. Antibacterial features and hand sanitisers/gels are expected to keep being reinvented over the forecast period in line with the major pharmaceutical trends with manufacturers focusing on higher disinfecting efficacy and strong mass advertising campaigns. Body washes and shower gels are expected to keep positioning within the category as more consumers adopt new consumption habits and aspirational life styles while continuing to look for convenience and variety.

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