Surface Care in Costa Rica - New Study Released

In 2015, current retail value sales increased by 6% to reach CRC22 billion. Growth stemmed from increased segmentation with task-specific products, as well as from multi-task options. In the case of brands that are gaining segmentation, producers are targeting consumers who are looking for specific products for a variety of surface types and uses. This trend mainly comes from international brands that dominate the category. Local competitors on the other hand, are focusing on multi-purpose options that are more environmentally friendly. Brands such as Florex, Blue Tech and Nit are tapping into growing interest from consumers towards this type of product, and capitalising on the green trends that are particularly strong among mid- and high-income consumers.

Competitive Landscape

In 2015, multinational Reckitt Benckiser Centroamerica SA continued to lead surface care with a value share of 28%. Other international competitors closely followed; Clorox de Centroamerica SA and SC Johnson de Centroamerica SA also retained their respective positions of second and third. The three multinational giants held a combined 74% value share in 2015. All companies offer a wide product portfolio, with different brands and extension lines, offering options for different types of consumers in various price ranges. Distribution is also an important attribute to benefit sales of the leaders. The companies are also organised for local production, which enables controlled costs, while benefiting from economies of scale achieved through internationally produced marketing efforts.

Full Report Details at
- http://www.fastmr.com/prod/1127178_surface_care_costa_rica.aspx?afid=301

Industry Prospects

Surface care is predicted to reach CRC25 billion by 2020, with a 2% value CAGR at constant 2015 prices. Innovation is set to continue to boost value sales over the forecast period. Innovation is set to come from further segmentation, including a higher focus on environmentally friendly options. Local players should benefit from this growing interest towards green products, as they outperform their international counterparts in that regard.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Costa Rica with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Costa Rica market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares

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