Cider/perry volumes in Costa Rica declined in 2024, extending the negative trend observed over the previous two years. Perry remains largely unknown among local consumers, with cider, while being slightly more recognised, still occupies a niche market. Certain modern retailers, like Automercado, carry a limited selection of ciders, such as the Spanish brand Mayador, which comes in sweet, pink, and semi-dry varieties. However, the category has few competing brands, and availability remains sporad

Wine experienced only marginal volume growth in Costa Rica in 2024 - a noticeable slowdown compared to the strong momentum of previous years. This deceleration was partly due to lingering inflationary pressures and tighter household budgets, which led many consumers to reduce discretionary spending, including on wine. Despite these constraints, wine culture continues to evolve in the country, driven by increasing interest in international varieties and greater accessibility across both on- and o

The market for alcoholic drinks in Costa Rica remained flat in volume terms in 2024. This was despite positive macroeconomic indicators such as falling inflation and a declining unemployment rate. Industry sources described the year as particularly challenging, with players investing considerable resources even to maintain sales levels.

Spirits in Costa Rica experienced a modest increase in volume sales in 2024, driven largely by a wider variety of imported products available through modern retail channels. Despite this, the market continues to face challenges from contraband offerings, particularly those smuggled in from Panama. Due to Panama’s lower taxes, these products are easily accessible and are often sold at a discount through small local retailers or online platforms. Moreover, many consumers remain unaware of the lega

Beer consumption in Costa Rica experienced a slight decline in 2024, particularly in the latter part of the year, when heavy rainfall and flooding dampened sales. Despite this, beer remains the largest category within the alcoholic drinks market. Its enduring popularity is largely attributed to the country’s tropical climate, with beer commonly enjoyed as a refreshing beverage. It is also viewed as one of the most cost-effective drink options, frequently supported by price promotions, especially

Volume sales of RTDs grew strongly in Costa Rica in 2024. These beverages are increasingly seen as a tastier and sometimes healthier alternative to beer and are especially popular among middle- and higher-income consumers, as well as younger generations. In addition, their convenience and suitability for on-the-go consumption are key drivers of sales. However, RTDs remain more expensive than beer, which limits broader adoption.

Overall, tobacco registered a fall in volume sales in Costa Rica in 2024, largely due to a fall in volume sales for cigarettes. Though there was a slight decline in smoking prevalence, it did not fully explain the fall in volume sales, with an increase in illicit sales, also contributing to the decline in legal sales.

There was a fall in volume sales of cigarettes in Costa Rica in 2024. However, while smoking prevalence is slowly declining, this did not fully explain the fall in volume sales, with illicit sales increasing. The increase in illicit trade is part of a larger regional trend in Central America where rates are on the rise, especially in neighbouring Panama, which serves as a major source of illicit inflows of cigarettes into the country. Mid-priced cigarettes accounted for most volume sales, as the

Cigars registered a healthy increase in volume sales in 2024 in Costa Rica. This was mainly due to increased tourist numbers, as many avail of the large variety of cigar brands, including Cuban brands, in Costa Rica. This is especially true for US tourists, where Cuban cigars are not available. As such, cigars are often bought for gifts and souvenirs.

E-vapour products registered both an increase in current value and volume sales in Costa Rica in 2024. However, growth has dampened since restrictions on public vaping were introduced in 2022. In addition, the country has been moving forward with a ban on synthetic nicotine in vaping products. The new measure seeks to target the presence of synthetic nicotine in smoking containers for vaporisers and e-cigarettes, effectively banning the sale, use, commercialisation, advertising, promotion, and s

The number of households is set to increase moderately, while the average household size will shrink in Costa Rica over 2024-2029. Couples with children will remain the dominant household type but the fastest household expenditure growth is forecast to be recorded by extended ("other") households. In addition, the share of households living in urban areas is projected to expand to 85.4% by 2029.

The rate of growth in retail current value sales of sun care slowed significantly in 2024. Demand for sun care remains limited in Costa Rica, but it expanded rapidly over the course of the review period amid increased inbound tourism, heightened consumer awareness of the importance of protecting skin from sun damage and increased product availability, particularly in supermarkets and hypermarkets. Costa Rica had 2.6 million inbound tourists in 2024, up 7.7% from the previous year, according to t

The rate of growth in retail current value sales of hair care continued to slow in 2024. While mass products remain dominant, the share of retail value sales of hair care continued to rise during the year. However, it remained below the level at the beginning of the review period (2019), as premium products lost significant retail value share in 2020 amid the onset of COVID-19.

The rate of growth in retail current value sales of skin care will be broadly unchanged in 2024, as a sharp reduction in inflationary pressure during the latter part of the review period limited increases in unit pricing. Local consumers are increasingly aware of the importance of skin care to overall wellness. As a result, a growing number of them are looking for new ways to take care of their skin, with some even giving up colour cosmetics they perceive as being potentially harmful to their sk

The rate of growth in retail current value sales of fragrances slowed sharply in 2024. While mass fragrances remain dominant, the retail value share of premium fragrances increased steadily over the course of the review period. The premium segment continued to outperform its mass counterpart in volume and current value growth terms during 2024. While this was mainly because sales in the former were increasing from a much lower base, premium brands were also the chief beneficiaries of improvement

The rate of growth in retail current value sales of depilatories slowed sharply in 2024. This was due in large part to a strong base effect, as the threat posed by COVID-19 faded and women in Costa Rica resumed their pre-pandemic routines. Robust growth in inbound and domestic tourist numbers had a similarly positive impact in 2023, particularly given the tropical climate and the importance of beach tourism in the country.

The rate of growth in retail current value sales of bath and shower slowed significantly in 2024, dragged down by declining sales of hand sanitisers, intimate hygiene and, to a lesser extent, body powders. Bath and shower is considered a priority by many local consumers, as Costa Rica has a tropical climate where showering daily is considered a necessity.

The rate of growth in retail current value sales of oral care slowed significantly but remained robust in 2024, with toothpaste continuing to dominate. There were a significant number of new product launches in oral care during the forecast period, and consumer awareness of the importance of oral hygiene continues to rise. While budget constraints have driven many local consumers to opt for bundles or the cheapest toothpaste available, consumers often look for trusted brands in the category. A w

The rate of growth in retail current value sales of men’s grooming slowed sharply in 2024, with the dissipation of inflationary pressure a key factor in this, as it limited the ability of manufacturers to raise pricing. Products designed specifically for men continue to proliferate in Costa Rica. Moreover, men´s grooming brands are increasingly visible on store shelves in supermarkets, as well as in e-commerce.

The rate of growth in retail current value sales of colour cosmetics accelerated in 2024, boosted by new product launches will a focus on wellness, such as cannabis-infused Revlon So Fierce Eyes Wide Open Mascara. According to the company, the cannabis acts as a conditioner, with hemp seed oil nourishing and softening the lashes. The product line also includes a matte lipstick, ColorStay Matte Lite Crayon, which the company says is 30% lighter than an average lipstick and comes in eight shades.

The rate of growth in retail current value sales of deodorants slowed significantly in 2024. Most consumers in Costa Rica continue to regularly purchase deodorant, as it is considered a necessary product for hygiene in a tropical climate. Consumers trust international brands when purchasing deodorants, and they usually purchase them at promotional prices. Brands often offer bundles to encourage consumers to purchase more than one unit.

Beauty and personal care in 2024: The big picture

Having exhibited strong growth earlier in the review period, retail current value sales of baby and child-specific products fell marginally in 2024, weighed down by an accelerated decline in the population aged 0-11 years. While budget constraints have limited consumption in recent years, the needs of babies and young children remain a priority for many Costa Rican families. Nonetheless, local parents are looking for gentle formulations without harsh chemicals, and they are increasingly looking

The rate of growth in retail current value sales of mass beauty and personal care slowed further below the CAGR growth rate for the review period in 2024. Mass products continued to attract consumers by offering many of the characteristics, ingredients or scents seen in premium products but at a more accessible price point. For example, Axe deodorant spray launched its fine fragrance collection, Herbal Essences launched its Argan Oil of Morocco line, and Derma Clinic launched sun protection for