Home care in 2024: The big picture
In 2024, Costa Rica's GDP expanded for the fourth consecutive year, while inflation eased, and the foreign-exchange value of the Costa Rica colon (CRC) appreciated for the second consecutive year. This positive economic performance boosted demand for home care, with a modest acceleration in retail volume sales.
2024 key trends
Home insecticides remained by far the top performer in home care during 2024: While the rate of growth in retail current value sales of home insecticides slowed significantly during the year, it remained firmly in double digits, with retail volume sales also seeing slower, but still robust, growth. Unit prices continued to rise in 2024, albeit at a slower rate than earlier in the review period, as inflationary pressure abated somewhat.
Competitive landscape
Local company Irex de Costa Rica SA continued to lead home care in 2024, largely due to its strength in laundry care, bleach and dishwashing with the Irex and Fort 3 brands. Unilever de Centroamérica SA ranked second, largely due to its strong position in laundry care.
Retailing developments
Compared to other countries in the region, modern grocery retailers, particularly supermarkets and discounters, have a strong presence in Costa Rica. In 2024, modern grocery retailers continued to be the most popular channel for purchasing home care products.
What next for home care?
The rate of growth in retail constant value sales of home care is expected to slow but remain robust during the forecast period, partly due to the strong base effect of the pandemic during the first half of the review period. A positive economic environment supported by a strong tourism sector will support demand growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Costa Rica, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Costa Rica report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Costa Rica?
- Which are the leading brands in Home Care in Costa Rica?
- How are products distributed in Home Care in Costa Rica?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Costa Rica
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Costa Rica
KEY DATA FINDINGS
Price stabilization supports retail volume sales of air care
Glade’s dominance deepens
Limited edition offerings attract consumers
Small local grocers will grow in importance as a distribution channel
Private label will emerge as a serious competitor
Electric air fresheners will continue to exhibit the most dynamic growth
Bleach in Costa Rica
KEY DATA FINDINGS
Currency revaluation leads to price stabilisation, boosting retail volume sales of bleach
Private label gains ground with affordable options
Spread of dengue fever supports bleach demand
Modern grocery retailers lead retail value sales
Bleach will face increased competition from more specialised alternatives
Heightened sustainability concerns could weigh on demand for bleach
Dishwashing in Costa Rica
KEY DATA FINDINGS
Prices decrease due to lower production costs
Colgate-Palmolive’s Axion loses retail value share as competition intensifies
Hand dishwashing remains dominant
Consumers will continue to shift from cream/paste to liquid options
Penetration of automatic dishwashers will boost sales of automatic dishwashing
Private label will continue to gain ground
Home Insecticides in Costa Rica
KEY DATA FINDINGS
Disease outbreaks support strong demand growth
Despite health and environmental concerns, spray/aerosol remains the top performer
Small brands gain ground
Electric insecticides will be the most dynamic category
Demand for affordable options will continue to boost small brands
Prevention policies will limit growth in retail constant value sales of home insecticides
Laundry Care in Costa Rica
KEY DATA FINDINGS
Prices decrease, as currency revaluation reduces raw material costs
Liquid detergents continue to gain ground
Companies reduced pack sizes to limit price hikes
Distribution of liquid detergents will be widened
Suavitel to maintain dominance in fabric softeners
Strong focus on sustainability
Polishes in Costa Rica
KEY DATA FINDINGS
Increased competition from surface care weighs on polishes
International players lead sales, but innovation is lacking
Modern floors and furniture reduce the use of polishes
Multi-purpose cleaners will continue to cannibalise polishes
Retailers uninterested in developing private label options in polishes
Casualisation of footwear and hybrid work patterns will limit demand growth for shoe polish
Surface Care in Costa Rica
KEY DATA FINDINGS
Price stabilization boosts retail volume sales
All-purpose cleaning wipes lose momentum as COVID-19 threat fades
Led by Reckitt Benckiser, international players remain dominant
Surface care to grow in popularity as an alternative to bleach
Private label offer will broaden
Focus on sustainability will deepen
Toilet Care in Costa Rica
KEY DATA FINDINGS
Toilet care remains underdeveloped
International players remain dominant
Modern grocery retailers dominate sales
Increased affordability will boost retail volume sales growth
Private label offer will widen
Rim blocks will continue to lead sales
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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