Hair Care in Costa Rica - New Market Report

From: Fast Market Research, Inc.
Published: Wed Aug 13 2014

Given the intense levels of innovation and the wide variety in the market of consumers' personal image, which developed in line with the expanding desire by consumers to improve their personal image by using colourants, relaxing treatments and others, hair care achieved remarkable levels of product segmentation. There was a wide range of specific needs (reconstruction, revitalising, hydration colour treatment, thermal protection, dandruff and hair loss amongst others within hair type). In addition, the increasing number of women attempting to become part of the workforce as well as emerging education opportunities contributed to the rapid development of hairdressers, beauty specialists and salons across the country, forcing manufacturers and distributors to increase their offer through the increasing number of modern retailers and hair salons. Natural occurring ingredients achieved strong relevance in product innovation with manufacturers focusing on diminishing or eliminating certain chemicals such as sulphates, alcohol, silicone and plasticisers. Argan oil, which is extracted from Moroccan argan trees, became very popular not only for hair care but also skin care. Other natural ingredients that began to be used more frequently included coconut, keratin, ginseng, aloe vera, honey, chamomile, lilies, orchids, seeds, shea butter and others.

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Competitive Landscape

Procter & Gamble Interamericas de Costa Rica SA was the clear leader in hair care in 2013, accounting for 37% current value share due to its leading brands Pantene, Head & Shoulders and Herbal Essences. The brands have deep levels of segmentation through their constantly innovating natural oriented formulations that are broadly available across most local retailers at competitive unit prices. Unilever de Centroamerica SA ranked second with 17% current value share due to its top-of-mind brands Dove and Sedal, which are widely available in local retailers while benefiting from strong marketing campaigns (professional support) and constant innovation within the latest natural trends.

Industry Prospects

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