Tissue and hygiene in 2024: The big picture
Sales of tissue and hygiene continued to grow in 2024, driven by the easing of high inflation which has influenced consumer purchasing behaviour in recent years. Several categories saw price reductions or a slowdown in price increases, contributing to growth.
2024 key trends
Toilet paper remained the most important tissue and hygiene category in Costa Rica in 2024, with a high household penetration rate and several players vying for consumers’ attention with price promotions to drive consumption. Costa Rica sells a higher volume of 2-ply and 3-ply toilet paper compared to its Central American neighbours, which boosts overall sales volume.
Competitive landscape
Kimberly-Clark Costa Rica SA continued to lead the tissue and hygiene market in Costa Rica in 2024 despite losing slight share in the year as it has a strong presence in most channels and manufacturing facilities in the country. Second-ranked Essity AB, meanwhile, recorded value share growth in 2024.
Retail developments
Supermarkets continued to rank as the leading distribution channel in 2024, offering a wide range of brands and SKUs. Despite offering a limited portfolio, discounters are increasingly popular in Costa Rica and recorded further share gain in 2024 due to their lower prices.
What next for tissue and hygiene?
Sales of tissue and hygiene in Costa Rica are expected to continue growing over the forecast period, driven by the easing inflation, which will give consumers more disposable income to allocate to these products. Paper towels, in particular, are anticipated to see rising popularity over the period to 2029 as prices decline, making them more accessible to a broader range of consumers, including those with a lower socioeconomic status.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Costa Rica?
- Which are the leading brands in Tissue and Hygiene in Costa Rica?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Costa Rica
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Costa Rica
KEY DATA FINDINGS
Toilet paper demand boosted by the recovery of tourism and stable inflation
Ageing of population supports sales of AFH adult incontinence
Kimberly-Clark Professional dominates with its strong brand recognition
Post-pandemic recovery and government investment in tourism will drive growth
Kimberly-Clark to strengthen its position with new distribution centre
Premiumisation expected to increase
Retail Adult Incontinence in Costa Rica
KEY DATA FINDINGS
Volume growth fuelled by an ageing population and reduced stigma
Essity leads, whilst Walmart leaves
Local health and beauty specialists offer convenience
Growth fuelled by a growing elderly population and increasing education
Potential VAT reduction
Rising popularity of pants
Nappies/Diapers/Pants in Costa Rica
KEY DATA FINDINGS
Growth supported by price declines
Kimberly-Clark maintains its leadership, benefiting from its manufacturing site in Costa Rica
Supermarkets lead, offering a wide product range
Future growth driven by consumers gaining greater access to more affordable options
Kimberly-Clark to maintain its lead with the opening of a new distribution centre
Pants and e-commerce appeal to higher-income consumers
Menstrual Care in Costa Rica
KEY DATA FINDINGS
Declining use of ‘non-essential’ pantyliners
Essity maintains its lead, using price reductions to combat rising competition from private label
Supermarkets lead, offering a wide range of brands
Moderate growth with new offerings and education
E-commerce expansion
Major players will drive innovation and education
Wipes in Costa Rica
KEY DATA FINDINGS
Declining prices drive volume growth in 2024
Kimberly-Clark leads, but loses share to new market entrants
Supermarkets appreciated for their offer of a broad range of products with different price points
Increased competition and price promotions drive growth
Intensifying competition with the influx of cheaper and unknown brands
Specialised products could drive growth
Retail Tissue in Costa Rica
KEY DATA FINDINGS
Price adjustments support volume sales in 2024
Kimberly-Clark benefits from its extensive distribution network
Modern grocery retailers lead, offering a wide range of brands and price points
Rising competition and pressure on prices
Kimberly-Clark to strengthen its position with new distribution centre
Growth for facial tissue and tableware as new brands enter the landscape
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- 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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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