The ongoing slow economic recovery caused home care to register slower growth in 2011 than in the previous years of the review period. Most producers did not significantly adjust their price levels as they continued looking forward to fully recovering demand levels affected by the global economic downturn. This situation led Costa Ricans to reduce their consumption of some home care products they perceive as non-essential, while opting for economic and value-for-money brands, which continue benefiting from the ongoing economic conditions and their increasing availability in local outlets.

1. Research Report on Home Care in Costa
Rica
Discover the latest market trends and uncover sources of future market growth for the Home Care
industry in Costa Rica with research from Euromonitor's team of in-country analysts.
The Home Care in Costa Rica market research report includes:
 Analysis of key supply-side and demand trends
 Historic volumes and values, company and brand market shares
 Five year forecasts of market trends and market growth
 Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
 What is the market size of Home Care in Costa Rica?
 What are the major brands in Costa Rica?
 What is the importance of the trend towards environmentally friendly products in home care?
 What are the main growth drivers of the home care market in Costa Rica?
Why buy this report?
 Gain competitive intelligence about market leaders
 Track key industry trends, opportunities and threats
 Inform your marketing, brand, strategy and market development, sales and supply functions
EXECUTIVE SUMMARY
Most home care categories are affected by economic slowdown
The ongoing slow economic recovery caused home care to register slower growth in 2011 than in
the previous years of the review period. Most producers did not significantly adjust their price
levels as they continued looking forward to fully recovering demand levels affected by the global
economic downturn. This situation led Costa Ricans to reduce their consumption of some home
care products they perceive as non-essential, while opting for economic and value-for-money
brands, which continue benefiting from the ongoing economic conditions and their increasing
availability in local outlets.
Pricing continues to be the main purchase driver of home care products
Although consumers have traditionally preferred the more recognised (and usually more
expensive) home care brands available in local retailers, this trend began to change some years ago,

2. shifting towards rising demand for value-for-money products corresponding with recent product
developments by the main home care manufacturers. This low price trend continued progressing
after 2009, when consumers to a large degree suffered the consequences of the global economic
downturn, which continued to have an impact during 2011.
Local and international brands compete for consumer preference
Even though strong international manufacturers, such as Unilever, Procter & Gamble, Clorox and
Reckitt Benckiser, are strong competitors within most home care categories, local players Irex and
Punto Rojo consolidated their competitive positioning within this industry, relying on the strong
recognition of traditional laundry care brands, while taking advantage of the manufacture and
distribution know how developed throughout the years in the Costa Rican market.
Growing consumer preference for modern grocery retailers
As a result of new outlet openings, especially Wal-Mart’s aggressive expansion strategy, new pricing
policies and deeper discount levels were seen across most modern grocery outlets in Costa Rica,
increasing the attraction of consumers to the wide variety of products offered by these retailers.
The ongoing economic downturn incentivised a significant portion of the middle-income population
to start visiting discount outlets in Costa Rica, with more consumers allocating most of their
resources to buying essential home care goods, as a consequence of the reduction in their
purchasing capacity.
An uncertain global economy will continue to have an impact on value sales
The uncertain macroeconomic situation expected over the early part of the forecast period will
continue to mould ongoing preferences for value-for-money brands which will drive sales of home
care over the forecast period. At the same time, the incorporation of added-value characteristics
and functional features will remain the reserve of mostly mid- to high-end consumers, who will be
willing to continue paying more for differentiated and functional products.
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home-care-in-costa-rica.html
Published: July 2012
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Table of Contents
Home Care in Costa Rica - Industry Overview

3. EXECUTIVE SUMMARY
Most home care categories are affected by economic slowdown
Pricing continues to be the main purchase driver of home care products
Local and international brands compete for consumer preference
Growing consumer preference for modern grocery retailers
An uncertain global economy will continue to have an impact on value sales
MARKET INDICATORS
Table 1 Households 2006-2011
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2006-2011
Table 3 Sales of Home Care by Category: % Value Growth 2006-2011
Table 4 Home Care Company Shares 2007-2011
Table 5 Home Care Brand Shares 2008-2011
Table 6 Penetration of Private Label by Category 2006-2011
Table 7 Sales of Home Care by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2011
Table 9 Forecast Sales of Home Care by Category: Value 2011-2016
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
Summary 1 Research Sources
Home Care in Costa Rica - Company Profiles
Irex de Costa Rica SA in Home Care (Costa Rica)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Irex de Costa Rica SA: Competitive Position 2011
Punto Rojo SA in Home Care (Costa Rica)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Punto Rojo SA: Competitive Position 2011
Air Care in Costa Rica - Category Analysis

4. HEADLINES
TRENDS
Despite the strong marketing efforts of the main competitors to incentivise sales of air care
products in Costa Rica, the ongoing slow economic recovery continues holding back the growth
potential of this category, as consumer disposable income has been declining since 2009 and the
onset of the global economic crisis. Even though consumers often feel attracted to these products
(especially in the case of new product launches and innovative scent combinations), most average
consumers tend to consider air care as non-essential goods, avoiding these products or significantly
decreasing their purchasing frequency, as a result of their current budget limitations.
COMPETITIVE LANDSCAPE
SC Johnson sustained its strong lead in air care during 2011 holding a 61% value share, having a
top-of-mind presence and a broad segmentation of its consumers’ needs. It is characterised by a
strong shelf presence in modern grocery retailers with a vast number of different product units
ranging from traditional candles to the most innovative and added-value products, such as electric
air fresheners. SC Johnson’s leading brands Glade and Oust Air Sanitizer, continuously innovate by
introducing new scents, convenient product formats and functional features (such as fighting bad
odours). Reckitt Benckiser followed in second spot, accounting for a 34% total value share,
benefiting from the strong positioning of its Air Wick and Lysol brands, which are also widely
available in modern grocery retailers, although more focused on the bestselling and dynamic
subcategories such as spray/aerosol and electric air fresheners.
PROSPECTS
Air care is expected to continue competing based on innovative new scent combinations and
convenient dispensing formats, segmenting consumers’ needs further while targeting a broader
base of consumers besides women. The promotion of added-value products (such as temporised
electric dispensers) and the addition of functional features to combat bad smells or to sanitise
fabrics are expected to gain popularity among consumers, who are anticipated to become more
interested in these products over the forecast period.
CATEGORY DATA
Table 11 Sales of Air Care by Category: Value 2006-2011
Table 12 Sales of Air Care by Category: % Value Growth 2006-2011
Table 13 Air Care Company Shares 2007-2011
Table 14 Air Care Brand Shares 2008-2011
Table 15 Forecast Sales of Air Care by Category: Value 2011-2016
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2011-2016
Bleach in Costa Rica - Category Analysis
HEADLINES

5. TRENDS
Even though bleach is usually characterised as a very mature category due to the lack of innovation
and advertising, during 2011 volume sales benefited from the slow economic recovery in Costa
Rica, as these products are often used to substitute other added-value surface cleaners, which tend
to have significantly higher unit prices. Most local families continued considering bleach as an
essential home care product used for both laundry care as well as a very effective surface
disinfecting agent.
COMPETITIVE LANDSCAPE
International player Clorox is the leading company in bleach in Costa Rica, with a total value share
of 61% in 2011. This company has been able to consolidate significant production and logistics
economies-of-scale as its leading brand, Los Conejos, is widely available at affordable prices via
most grocery retailers across the country, being targeted towards virtually all economic
demographics. Second placed Irex accounted for a value share of 33%, offering broad product
availability, while benefiting from the distribution platform local leader in laundry care products
has been able to establish in Costa Rica throughout the years, with its top-of-mind bleach brands
IREX and Blankita.
PROSPECTS
Bleach sales are expected to remain virtually dormant over the forecast period, as the main
manufacturers will likely prefer to invest in the further development and segmentation of other
products with higher growth potential, such as specialised surface care cleaners or laundry care
aids. Nevertheless, the predicted slow economic recovery could make bleach sales achieve better
results than originally expected, benefiting from consumers’ search for alternative and economic
home care options.
CATEGORY DATA
Table 17 Sales of Bleach: Value 2006-2011
Table 18 Sales of Bleach: % Value Growth 2006-2011
Table 19 Bleach Company Shares 2007-2011
Table 20 Bleach Brand Shares 2008-2011
Table 21 Forecast Sales of Bleach: Value 2011-2016
Table 22 Forecast Sales of Bleach: % Value Growth 2011-2016
Dishwashing in Costa Rica - Category Analysis
HEADLINES
TRENDS
During 2011, the dishwashing category remained fairly unchanged in Costa Rica, with locals
maintaining a reluctance to buy dishwashing machines, thereby sustaining the clear dominance of
hand dishwashing within this category, representing 95% of the category’s total value sales. As a
result, the main manufacturers continued focusing on adding value to hand dishwashing formulas,

6. especially in liquid concentrated products, which are often advertised as mild on the hands and not
damaging to the skin. On the other hand, the cream hand dishwashing format continued competing
by offering attractive unit prices, resulting in a broad availability of economy brands (especially in
rural areas), which maintained a significant portion of the market share within this quite
fragmented category.
COMPETITIVE LANDSCAPE
Colgate-Palmolive was the leading company in dishwashing in 2011 with a 39% value share. Its
leading brand, Axion, is widely available across most local retailers, is offered in a wide range of
formats and prices, combines value-for-money and added-value within a single brand, making it
attractive to most income segments. In second spot, Irex followed with a 23% value share with its
traditional IREX brand. Industrial Equilab ranked third with its Acibril brand, holding a 9%value
share, competing with a broad number of other economy brands which base their market
positioning on affordable prices and product availability (especially in rural areas), making the
remaining shares in this category quite fragmented.
PROSPECTS
As both the global and national economy continue on a recovery path over the forecast period, the
further development of added-value products, especially within liquid hand dishwashing, are
expected to boost sales of dishwashing. This is because the hiring of maids will become more
restrictive (given the current shift in the aspirations of Costa Rican women), resulting in more
people willing to invest in higher quality dishwashing products that have higher quality
formulations and which are gentler on the hands. Nevertheless, dishwashing creams are expected
to remain the most popular format in Costa Rica, benefiting from longstanding use and affordable
unit prices.
CATEGORY INDICATORS
Table 23 Household Possession of Dishwashers 2006-2011
CATEGORY DATA
Table 24 Sales of Dishwashing by Category: Value 2006-2011
Table 25 Sales of Dishwashing by Category: % Value Growth 2006-2011
Table 26 Dishwashing Company Shares 2007-2011
Table 27 Dishwashing Brand Shares 2008-2011
Table 28 Forecast Sales of Dishwashing by Category: Value 2011-2016
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2011-2016
Home Insecticides in Costa Rica - Category Analysis
HEADLINES
TRENDS
Deeper levels of product segmentation and long effect formulations continued being the main

7. purchase drivers for insecticides during 2011. As a result of the tropical conditions and the broad
number of insects that can be found in most Costa Rican houses, insecticides are often considered
essential goods by local families, incentivising a significant base of consumers to actively search for
value-for-money presentations and promotional prices, especially among the low and mid-income
segments of the population, who remain vulnerable to the effects of the ongoing slow economic
recovery.
COMPETITIVE LANDSCAPE
SC Johnson continued dominating sales of insecticides in Costa Rica, accounting for a total value
share of 85% during 2011. Its two leading brands, Raid and Baygon, have top-of-mind positioning.
Both are available across most grocery retailers in Costa Rica, while offering broad product
segmentation and affordable prices, which makes them suitable to virtually all economic segments
of the population. Second ranked Corporación CEK accounted for a 9% value share, thanks to its
traditional brand Cruz Verde, which attracts consumers with effective products and affordable
prices, although having significantly lower brand recognition and product availability compared to
the two leading brands.
PROSPECTS
As the national economy continues its recovery over the forecast period, insecticides sales are
expected to become more disputed and dynamic, with increased competition levels and new
launches that will offer further product segmentation and safety formulations for use around the
home. Home insecticides are usually considered must have products in Costa Rica (due to the
prevailing weather conditions), although their usually toxic formulations often discourage the use
of some products, especially among families with children, offering room for manufacturers to
develop effective yet safe formulations and innovative and convenient dispensing formats.
CATEGORY DATA
Table 30 Sales of Home Insecticides by Category: Value 2006-2011
Table 31 Sales of Home Insecticides by Category: % Value Growth 2006-2011
Table 32 Home Insecticides Company Shares 2007-2011
Table 33 Home Insecticides Brand Shares 2008-2011
Table 34 Forecast Sales of Home Insecticides by Category: Value 2011-2016
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2011-2016
Laundry Care in Costa Rica - Category Analysis
HEADLINES
TRENDS
Even though consumers have traditionally opted for more recognised and usually more expensive
laundry care brands, this situation started shifting at the beginning of the review period when the
increasing offer of value-for-money brands by the main competitors (especially in the case of
standard powder detergents), began creating positive awareness among consumers, who were

8. often willing to try such options in return for attractive savings. This trend continued developing,
especially after 2009, when consumers began to be significantly affected by the global economic
slowdown, and is likely to continue consolidating consumer buying patterns even further.
COMPETITIVE LANDSCAPE
Local company Irex is the leader in laundry care, accounting for 35% of value sales, due mainly to
its leading powder detergents brands Irex (which has an important top-of-mind positioning and
tradition among local families) and Fort 3, which are widely available across most local retailers.
The company bases its brands’ popularity on good value-for-money characteristics, which have
helped it to consolidate a broad base of loyal consumers. Unilever followed closely in second spot
with 33% of value sales, thanks to its leading powder detergents brands Rinso and Xedex, which
also benefit from top-of-mind positioning and are often backed by strong marketing campaigns. In
third place. Procter & Gamble held a 14% value share, thanks to its well positioned powder
detergents brands, Ariel and Fab, which are also available on a large scale across most grocery
retailers across the country, benefiting from a well consolidated distribution platform.
PROSPECTS
The uncertain macroeconomic situation over the forecast period will lead to an ongoing preference
for value-for-money brands and is expected to continue driving sales of laundry care products over
the forecast period. At the same time, the incorporation of added-value characteristics and
functional features should continue to attract mostly mid and high-end consumers, who should be
willing to continue paying higher unit prices of differentiated products, as they are already familiar
with using certain brands. Product innovation, consumer demand for deeper segmentation and the
development of new ecological formulations, should play a significant role in attracting consumers
with higher purchasing capacity, and establish new trends that are expected to continue adding
value to laundry care sales.
CATEGORY INDICATORS
Table 36 Household Possession of Washing Machines 2006-2011
CATEGORY DATA
Table 37 Sales of Laundry Care by Category: Value 2006-2011
Table 38 Sales of Laundry Care by Category: % Value Growth 2006-2011
Table 39 Sales of Laundry Aids by Category: Value 2006-2011
Table 40 Sales of Laundry Aids by Category: % Value Growth 2006-2011
Table 41 Sales of Laundry Detergents by Category: Value 2006-2011
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2006-2011
Table 43 Laundry Care Company Shares 2007-2011
Table 44 Laundry Care Brand Shares 2008-2011
Table 45 Laundry Aids Company Shares 2007-2011
Table 46 Laundry Aids Brand Shares 2008-2011
Table 47 Laundry Detergents Company Shares 2007-2011

9. Table 48 Laundry Detergents Brand Shares 2008-2011
Table 49 Forecast Sales of Laundry Care by Category: Value 2011-2016
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2011-2016
Polishes in Costa Rica - Category Analysis
HEADLINES
TRENDS
As more Costa Ricans adopt modern and hectic lifestyles, the demand for polishes continued losing
popularity in the country, especially as more women are joining the workforce, having less time to
spend on keeping floors clean or maintaining impeccable silverware. Another important factor
involved in the gradual decline of sales of polishes is related to the use of modern building
materials, which can often easily be cleaned with generic surface care products or just water.
COMPETITIVE LANDSCAPE
Reckitt Benckiser continued leading polishes sales during 2011 accounting for 45% of total value
sales, benefiting from the wide availability and top-of-mind positioning of its leading brands,
Nugget, Rex and Brasso. SC Johnson followed with a 39% value share, thanks to its recognised
furniture and floor polish brands Pledge and Klaro. In third place, local distributor Dafesa
accounted for a 4% value share, targeting higher-end niche consumers with the imported Weiman
brand, offering a broad number of specific polishes usually used in high quality furniture finishes.
PROSPECTS
Further product segmentation, especially within furniture and floor polishes, is expected to bring
certain dynamism to this category’s sales, as manufacturers will continue to make an effort to
attract new consumers by launching convenient and easy to use products that combine cleaning
and polish properties in just one product. Consumers’ reluctance to invest much time in home care
cleaning activities should force manufacturers to invest more resources in research and
development, aiming to offer differentiated and innovative products that require minimum effort
from their users.
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2006-2011
Table 52 Sales of Polishes by Category: % Value Growth 2006-2011
Table 53 Polishes Company Shares 2007-2011
Table 54 Polishes Brand Shares 2008-2011
Table 55 Forecast Sales of Polishes by Category: Value 2011-2016
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2011-2016
Surface Care in Costa Rica - Category Analysis
HEADLINES

10. TRENDS
During 2011 the main manufacturers of surface care products focused on offering attractive prices
and value pack presentations, mainly as a result of the increasing competition levels within this
category, as more imported brands (such as Weiman) continued gaining relevance in local retailers,
benefiting from the valid free trade agreements, especially with the US, approved throughout the
review period in Costa Rica. Further product segmentation based on specific use purposes (such as
floor, kitchen or glass cleaners) and the offer of appealing new aromas are the main strategies upon
which local competitors continue to trust, attracting clients who often tend to remain loyal to
certain top-of-mind brands, such as Formula 409 or Brasso, given the similar price levels offered by
the main options available in local outlets.
COMPETITIVE LANDSCAPE
The multinationals Clorox and Reckitt Benckiser continued leading surface care sales in Costa Rica
during 2011, each holding value shares of 27%. These two companies continued to account for a
significant portion of surface cleaners’ sales in the country, given the broad product segmentation,
wide availability and competitive prices of their main brands (such as Formula 409, Poett Lysol and
Brasso) across most local grocery outlets. This is because they benefit from important economies-
of-scale in terms of their production and distribution systems. SC Johnson ranked third holding a
16% value share, thanks to the good positioning and availability of its leading brands Klaro, Pledge,
and Mr Músculo. Finally, domestic company Grupo Constenla held fourth place with an 11% value
share, thanks to its traditional floor cleaning brand Tronex, which has gradually become less
popular due to the increasing offer and competitive prices of more recognised international brands.
PROSPECTS
Over the forecast period, surface care is expected to continue developing towards a further
segmentation of consumers’ needs, launching new and specialised products intended to be used in
the broader options of countertop finishes that are now available. Furthermore, with the gradual
removal of import taxes contemplated in free trade agreements entered into over the review period
in Costa Rica (especially with the US), the offer of imported added-value products at relatively
affordable prices is anticipated to bring dynamism to this category’s sales.
CATEGORY DATA
Table 57 Sales of Surface Care by Category: Value 2006-2011
Table 58 Sales of Surface Care by Category: % Value Growth 2006-2011
Table 59 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2006-2011
Table 60 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth
2006-2011
Table 61 Surface Care Company Shares 2007-2011
Table 62 Surface Care Brand Shares 2008-2011
Table 63 Forecast Sales of Surface Care by Category: Value 2011-2016
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2011-2016
Toilet Care in Costa Rica - Category Analysis

11. HEADLINES
TRENDS
The main manufacturers of toilet care products continued offering new and convenient application
formats within this category, which has a strong driver towards the offer of fresh scents and anti-
germ formulas. New product developments for toilet care often focus on offering practical and
innovative dispensing formats, while competing on prices with existing products, which have
already established a top-of-mind positioning among consumers.
COMPETITIVE LANDSCAPE
SC Johnson sustained its lead in toilet care sales in 2011 with a total value share of 38%, benefiting
from the strong position of its leading brand Pato, which is offered under a broad range of
dispensing formats and price ranges. Its production systems which enable it to achieve economies-
of-scale help this manufacturer offer wide product availability and competitive prices targeting
most consumer groups. Reckitt Benckiser followed with a 30% value share, thanks to its popular
Harpic brand, which is also largely available via local grocery retailers at very competitive prices. In
third place Clorox held a 10% share, focusing on chlorine-based formulations which are highly
effective in killing most germs and bacteria, although with a limited reduced product offer when
compared to the other leading brands.
PROSPECTS
Toilet care is expected to continue growing at steady rates over the forecast period, due to
manufacturers’ ongoing efforts to create further product segmentation, investing in research and
development to continue adding more value features to their brands, while offering more
convenient and easy to use dispensing formats. The fierce competition levels should also encourage
companies to continue investing in the launch of creative marketing campaigns, enabling them to
create brand awareness while communicating their products’ main attributes.
CATEGORY DATA
Table 65 Sales of Toilet Care by Category: Value 2006-2011
Table 66 Sales of Toilet Care by Category: % Value Growth 2006-2011
Table 67 Toilet Care Company Shares 2007-2011
Table 68 Toilet Care Brand Shares 2008-2011
Table 69 Forecast Sales of Toilet Care by Category: Value 2011-2016
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2011-2016
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