Baby and Child-Specific Products in Costa Rica - New Market Research Report

From: Fast Market Research, Inc.
Published: Mon Jul 21 2014

Baby and child-specific products continued seeing deep levels of product segmentation, especially in certain products which became more popular such as hair care, skin care, toiletries and baby wipes. There was a widespread lack of innovation compared to 2012 when L'Oreal, Nivea and other popular brands saw investment in such baby care products. Baby wipes continued attracting all the attention in 2013 as an increasing base of consumers became aware of its convenience and application potential, not only with babies, but for other multiple uses such as make-up remover, toilet paper substitute, cleaning and freshening up. As the local demand continue to move in favour of naturally occurring ingredients and the awareness of chemical-free products continued growing in 2013, manufacturers focused on introducing and combining chamomile, lavender, coconut, aloe, mango, Shea butter, vitamin E and other known and safe ingredients.

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Competitive Landscape

Johnson & Johnson de Costa Rica SA was the leader in baby and child-specific products in Costa Rica with a 30% value share in 2012. Johnson's Baby brand benefits from being considered safe and of high quality by a large number of parents who have a strong preference for its bath, hair care and skin care products. Colgate-Palmolive SA de CV ranked second with 27% value share, thanks to the strong positioning of its traditional brand Mennen. The local company Laboratorios Fide SA remained third with a 6% value share due to its leading nappy (diaper) rash treatment Crema Panalito and Crema de Rosas, which became very popular due to their affordable prices and acceptable quality.

Industry Prospects

Forecast trends are expected to include further levels of innovation and new brands, benefiting from the on-going free trade agreements. The increasing demand for natural ingredient formulations and consolidating health and safety awareness could allow for the development of new product concepts, more inclined to organic, chemical-free products. Leading manufacturers could re-launch their product lines, change packaging and apply line extensions while continuing to use other successful products to boost the less popular ones. Manufacturers might be forced to increase their safety standards, which will allow emerging certifications and removal of certain ingredients such as parabens, propylene glycol and others.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Baby Care industry in Costa Rica with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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You may also be interested in these related reports:

- Nappies/Diapers/Pants in Costa Rica
- Beauty and Personal Care in Costa Rica
- Wipes in Costa Rica
- Travel and Tourism in Costa Rica to 2018
- Incontinence in Costa Rica
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