Beauty and Personal Care in Costa Rica
Beauty and personal care in 2023: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
Summary 1 Research Sources
Baby and Child-Specific Products in Costa Rica
Smaller brands become more widely available and diversify their offers
Products made with natural ingredients and fewer chemicals gain popularity
Demand for private label lines and cheaper economy brands remains solid
More artisanal-style brands with clean label formulas likely to emerge
Producers will continue to invest in packaging designs that appeal to young children
Paediatrician recommendations set to remain highly influential
Table 11 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
Bath and Shower in Costa Rica
Ubiquity of antibacterial claims in the wake of COVID-19 dilutes their impact
Liquid soap and body wash/shower gel increasingly preferred over bar soap
Moisturising properties and scents remain key factors in purchasing decisions
Demand for hand sanitisers set to continue falling
Liquid soap likely to see withdrawal of some cheaper and lower quality products
Global brands will remain most active in terms of innovation
Table 21 Sales of Bath and Shower by Category: Value 2018-2023
Table 22 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 24 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 25 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 27 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
Colour Cosmetics in Costa Rica
Return to pre-pandemic routines buoys demand for long-lasting colour cosmetics
Nail products is the strongest performer among the main categories
Lip gloss profits from supply improvements and influencer recommendations
Interest in products with functional skin health benefits expected to rise
Producers will continue to increase advertising via TikTok
Clean label brands likely to gain popularity
Table 30 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028
Deodorants in Costa Rica
Products with more innovative functional claims capture consumer attention
Bundling promotions continue to be widely used in deodorants
Secret remains the only deodorants brand available in gel format
Scent innovation likely to become more frequent as competitive pressures grow
Demand for aluminium-free deodorants expected to increase
Products with skin-sensitive formulas will continue to gain popularity
Table 39 Sales of Deodorants by Category: Value 2018-2023
Table 40 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 42 NBO Company Shares of Deodorants: % Value 2019-2023
Table 43 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 45 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
Depilatories in Costa Rica
Demand rebounds as inflation falls and consumers resume pre-pandemic routines
Consumers continue to show little interest in women’s pre-shave products
More sophisticated varieties gain ground in women’s razors and blades
Convenience factor will mitigate threat from professional hair removal services
Women’s pre-shave should benefit from growing availability of added-value products
Demand for hair removers/bleaches set to remain relatively low
Table 48 Sales of Depilatories by Category: Value 2018-2023
Table 49 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Depilatories: % Value 2019-2023
Table 51 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 52 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
Fragrances in Costa Rica
Premium segment benefits most from improvements in purchasing power
Use of celebrities and influencers as brand ambassadors remains widespread
Storytelling campaigns increasingly employed to appeal to younger consumers
More fragrances brands likely to be made available in sets/kits
Fast fashion fragrances will continue to gain popularity as “dupes”
Lack of availability of certain brands will temper expansion of premium segment
Table 54 Sales of Fragrances by Category: Value 2018-2023
Table 55 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 56 NBO Company Shares of Fragrances: % Value 2019-2023
Table 57 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 60 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
Hair Care in Costa Rica
Shampoos and conditioners with added-value formulas attract growing interest
Many consumers are more inclined to use colourants in the wake of the pandemic
Salon professional hair care products continue to gain popularity
Social media trends will continue to shape consumer choices and brand strategies
Sustainability concerns should encourage more players to develop refill packs
Penetration of clean label products expected to improve
Table 62 Sales of Hair Care by Category: Value 2018-2023
Table 63 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 65 NBO Company Shares of Hair Care: % Value 2019-2023
Table 66 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 70 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
Men's Grooming in Costa Rica
Men’s grooming products with multiple functions continue to perform positively
Purchasing decisions increasingly influenced by advice from barbers
Bundling promotions remain highly effective due to strong brand loyalty among men
Rising image-consciousness among men will continue to support robust growth
Convenience set to remain a key selling point
Products claiming to reduce hair loss expected to make gains in men’s hair care
Table 73 Sales of Men’s Grooming by Category: Value 2018-2023
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 77 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 80 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
Oral Care in Costa Rica
Global giants continue to lead but niche-oriented brands gain ground
Whitening products increasingly visible in toothpaste and mouthwashes/dental rinses
Bundle pack promotions remain common in oral care
Toothpaste and manual toothbrushes will remain the dominant categories
Functional claims beyond whitening and freshening likely to gain prominence
Products with a more natural positioning expected to fare well
Table 82 Sales of Oral Care by Category: Value 2018-2023
Table 83 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 84 Sales of Toothbrushes by Category: Value 2018-2023
Table 85 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 87 NBO Company Shares of Oral Care: % Value 2019-2023
Table 88 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 89 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 91 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
Skin Care in Costa Rica
Standard products face increasing threat from dermocosmetic varieties
Consumers show growing interest in facial care serums
Recommendations from dermatologists are highly trusted
Growing adoption of preventive skin care practices will remain a key demand driver
Segmentation and added-value functionality should be focal points for innovation
Standard brands expected to try to emulate the success of dermocosmetics
Table 93 Sales of Skin Care by Category: Value 2018-2023
Table 94 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 95 NBO Company Shares of Skin Care: % Value 2019-2023
Table 96 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 97 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 98 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
Sun Care in Costa Rica
Robust recovery in inbound tourism boosts demand
Texture remains a key concern in purchasing decisions
Proposed legislative and tax changes strengthen interest in sun protection
Sustainability claims should grow in importance as environmental concerns rise
Sun protection expected to witness greater segmentation
Price-based promotions and free gift offers will remain common
Table 100 Sales of Sun Care by Category: Value 2018-2023
Table 101 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 102 Sales of Sun Care by Premium vs Mass: % Value 2018-2023
Table 103 NBO Company Shares of Sun Care: % Value 2019-2023
Table 104 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 106 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028
Premium Beauty and Personal Care in Costa Rica
E-commerce remains a key distribution and promotional channel for premium brands
Dermocosmetics continue to make gains in premium skin care
Purchasing decisions increasingly shaped by influencers and celebrity endorsements
Storytelling and brand narratives will be focal points for marketing investment
Segmentation set to become more pronounced
Health-oriented innovation likely to be particularly visible in the premium segment
Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
Mass Beauty and Personal Care in Costa Rica
Mass products containing activated charcoal gain ground beyond oral care
Men show greater brand loyalty than women in the mass segment
Differentiation strategies help smaller players hold their own against global brands
Interest in mass products with stronger health credentials set to rise
Sustainability concerns will continue to influence consumer choices
Price-based promotions expected to remain a key competitive tactic
Table 114 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 115 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 116 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 117 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028