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Competitive Landscape
Avon de Costa Rica SA led fragrances in 2013 with a 19% current value share. This was due to its successful global brand, which benefits from direct selling logistics (accessible unit prices, payment facilities, convenience). Technofarma SA ranked second with an 11% value share, mainly due to its mass top-of-mind brands Acero and adidas, which became popular among middle and lower income consumers, as they are widely available at most modern grocery retailers.
Industry Prospects
Forecast trends are expected to keep moving towards further levels of dynamism with an increasing number of in/out introductions, with distributors benefiting from fashion trends, runways, celebrities while continuing to apply different strategies, according to their innovation capacity and global marketing intelligence. Within mass brands, point of sale promotion, special gifts (sets and kits) and catalogue advertising will remain key competitive factors over the forecast period. Product development could keep moving towards citric, fresh and flower scents and segmented alternatives (sport, young, extreme, modern, gentleman, day, nuit, classique) while the owners of top-of-mind brands, such as Lacoste and Ralph Lauren (which were focused on specific niches), will make strong efforts to position them within the promising women's segment.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Fragrances industry in Costa Rica with research from Euromonitor's team of in-country analysts.
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