Wipes in Costa Rica delivered a robust performance in 2025, outpacing typical regional growth rates, with retail sales

Menstrual care in Costa Rica recorded modest but positive growth in current value terms in 2025, rising by 1% to reach CRC16.5 billion, as volume sales fell by 2% to 244 million units. This relative stability signals healthy fundamentals for a mature environment, particularly when compared to the region’s broader volatility. Brands are successfully defending value by focusing on communication around emotional wellbeing, comfort and sleep quality, rather than resorting to discounting or aggressiv

In 2025, retail tissue in Costa Rica delivered minimal retail volume growth of 1%, reaching 37,100 tonnes, with retail current value sales rising by 4% to CRC154.5 billion. Overall performance is shaped by affordability, which is further amplified by intense competition between branded players and private label. The rapid expansion of private label, led by aggressive price positioning and promotional activity from leading retailers, is driving de-valorisation and reinforcing the dominance of val

In 2025, nappies/diapers/pants in Costa Rica experienced near-flat performance, with retail volume reaching 172 million units, reflecting marginal growth of 0.1% compared to the previous year. The category's growth is constrained by declining birth rates, demonstrated by a shrinking population aged 0-4, which dropped from 262,600 in 2024 to 251,100 in 2025, and already high product penetration among core users. Retail value sales reached CRC28.3 billion, up 2% from 2024, indicating a restrained

Tissue and hygiene in Costa Rica demonstrates notable resilience and growth, achieving a rise in retail sales in 2025 despite regional and global cost pressures, outperforming many neighbouring countries that struggle with higher inflation and weaker consumer sentiment. This environment is considered attractive due to a combination of steady GDP expansion, subdued inflation and strong household demand for essential products, underpinning both the stability and innovation potential within tissue

In 2025, away-from-home tissue and hygiene in Costa Rica faced a pronounced slowdown in sales growth compared to previous years, reflecting the strong impact of tourism trends on demand. Value sales msp reached CRC29.8 billion, with growth moderating to 0.9%, a notable deceleration from the double-digit increases seen in 2021 and 2022. The primary reason for this subdued performance is the downturn in international arrivals, which directly affected hotels, restaurants and other service-driven ve

Retail adult incontinence in Costa Rica delivered a robust performance in 2025, recording a retail volume of 30.1 million units in an increase of 3% since the previous year, while retail value sales rose by 8% in current terms to CRC15.9 billion.

Polishes posted 1% current value growth in 2025 to reach CRC7 billion, driven by higher-income consumers demanding specialised polishes for furniture, floors, and shoe care. With inflation at -2% in the first nine months of 2025 in one of the region’s most expensive countries, deflationary pressures supported demand for premium products among affluent Costa Rican households while constraining mass-market expansion. Shoe polish remained the largest category, posting 1% growth to reach CRC2 billio

Bleach posted 3% current value growth in 2025 to reach CRC13 billion in Costa Rica, driven by heightened consumer focus on health and hygiene, leading to consistent demand for disinfecting and sanitising products. With inflation at -2% in the first nine months of 2025, deflationary pressures in one of the region’s most expensive countries have heightened price sensitivity among Costa Rican consumers. Bleach remains the most economical disinfecting option, supporting steady volume despite increas

Dishwashing in Costa Rica recorded retail value growth of 7% in current terms in 2025 to CRC28 billion, driven by consumer demand for products offering efficacy and value. The country experienced deflation of -2% in the first nine months of 2025, affecting prices for household articles, including cleaning products. This deflationary environment intensified consumer price sensitivity, pushing demand toward cost-effective products such as private label brands and lower-cost alternatives. Hand dish

Laundry care in Costa Rica recorded modest value growth of 3% in 2025 to CRC108 billion. Fabric softeners emerged as the best-performing category, increasing by 6% to CRC5 billion, while laundry detergents remained the largest subcategory, increasing by 3% to CRC96 million, driven by tradition and low cost. Performance was shaped by deflationary pressures, with inflation reaching -2% in the first nine months, making consumers increasingly price-conscious and less loyal to brands. Traditional pow

Home care in Costa Rica recorded positive current value growth in 2025 despite deflationary pressures and heightened consumer price sensitivity that prompted players to modify pricing strategies following steep post-pandemic increases. Private label and DTC disruption emerged as the most significant trend as Costa Rican consumers prioritised value over brand loyalty. Home insecticides posted the strongest performance, sustained by disease awareness, while laundry care remained the largest catego

Air care in Costa Rica recorded retail value growth of 1% in current terms in 2025 to CRC10 billion, driven by consumers seeking products actively contributing to health, mood, and home environment beyond simple odour masking. Costa Rican consumers value maintaining pleasant-scented environments more than typical regional markets, with higher-income consumers viewing premium products offering multi-functional benefits like mood enhancement or superior odour elimination as worthwhile expenditures

Surface care in Costa Rica recorded retail value growth of 5% in current terms in 2025 to CRC36 billion, driven by consumers seeking products offering both convenience and value. Consumer price sensitivity intensified as households prioritised price promotions, low-cost brands, volume containers, refillable packs, and private label products to maximise savings. Bathroom cleaners emerged as the best-performing category with retail value growth of 6% in current terms to CRC3 billion, while floor c

Toilet care in Costa Rica recorded retail value growth of 3% in current terms in 2025 to CRC6 billion, driven by consumers seeking disinfecting and germ-killing products. Toilet liquids/foam remained the best-performing category with retail value growth of 5% in current terms to CRC366 million, while ITBs remained the largest category with retail volume of 173 million units. The dominance of ITBs reflected its effectiveness and convenience, with in-cistern devices also maintaining a strong prese

Home insecticides in Costa Rica recorded retail value growth of 8% in current terms in 2025 to CRC15 billion, driven by strong consumer awareness of pest-borne diseases like dengue, zika, and chikungunya, reinforced by public health campaigns and the region’s climate. Spray/aerosol insecticides remained as both the best-performing and largest category with retail value growth of 8% in current terms to CRC12 billion, sustained by broad-spectrum appeal, effectively eliminating wide range of flying

Concentrates only registers minimal volume growth in what is seen as a staid product area, with limited innovation. Concentrates key USP is its affordability and the competitive prices offered by private label sees them gain ground.

Slight fall in volume sales, partly due to a significant decline in tourist numbers. Reduced sugar offerings fare better and there will be a further boost in reduced sugar offerings over forecast period, as consumers become more health conscious,

RTD tea remains a sizeable product area, though volume sales growth is flat in 2025,as lower tourist numbers have an impact However, the outlook is positive, with RTD tea perceived as healthier than carbonates, and there will be a focus on reduced sugar and added functional benefits.

While volume sales are still low, RTD coffee registers moderate volume growth. The entry of Dos Pinos, with its Me Latte brand in 2024, has given the product area a boost. Over the forecast period, RTD coffee will register modest volume growth, though there will be limited innovation, with leading player Dos Pinos continuing to coverage its wide distribution network to boost awareness.

Volume sales fall, as temporary issues with tap water are resolved. Flavoured tap water makes gains, as does private label, though competitive landscape remains high fragmented. Over the forecast period, bottled water should benefit from consumers cutting down on sugary soft drinks. Sustainability in terms of packaging will also be a key issue.

Muted volume growth, with significant drop in tourist numbers having an impact. Consumers are increasingly health conscious and look for functional benefits, as well as lower sugar content. The outlook is positive over the forecast period, supported by a growing economy, but there are headwinds.

Energy drinks continues to register healthy volume growth, with constant flavours innovations and clever marketing strategies keeping the consumer base engaged. The outlook is also positive, though rising concerns about high caffeine, sugar and additive content could pose a challenge over the long term.

Price increases dampen volume sales. That being said, there is a shift towards juice with a healthier positioning, such as not from concentrate 100% juice. Private label is gaining volume share, though from a low base. Coconut water is predicted to perform strongly over forecast period, as it is perceived as natural, as well as hydrating.