This is clear from market research conducted in the country, which carried out consultations on cereal brands preferred by families at breakfast.
The study found that imported brands, especially Kellogg's, lead the cereal market in Costa Rica, where in recent years several national brands have saught to differentiate themselves from foreign competition.
In some cases, the results have been positive, while in others, the main difficulty has been in competing with mature brands which are highly positioned, as is the case with several imported brands.
However, the presence of domestic firms in this market is not insignificant.
An article in Elfinancierocr.com notes: "For example, Christian Morales, commercial manager of the supermarket chain Gessa, indicates that, on the premises of the company, the share of cereal sales by domestic brands is 40%.
Jack's and Mc Callum's are the leading cereal suppliers to Ticos, while Nestlé, Kellogg's and Vitalísimo are among the imported brands. "
Source: elfinancierocr.com
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