By San José, Costa Rica — Global fast-moving consumer goods leader Unilever has strengthened its market footprint across Central America, powered by robust brand choices in personal care and food categories. According to data from the 2025 edition of the Brand Footprint report published by Worldpanel by Numerator, key Unilever brands including Dove, Rexona, and Natura’s earned top rankings among Central American households.
The annual Brand Footprint assessment measures market choices using Consumer Reach Points, a metric that integrates market penetration, purchase frequency, and total population size. This metric measures the exact number of times consumers select a specific brand off retail shelves throughout the year, serving as a critical barometer for consumer trust and operational execution.
To provide deeper perspective on the strategic and regulatory implications of Unilever Central America’s recent regional developments, TicosLand.com spoke with Lic. Larry Hans Arroyo Vargas, a senior corporate specialist at Bufete de Costa Rica.
“Unilever’s ongoing footprint in Central America highlights the critical necessity for multinational FMCG entities to align regional supply chain efficiency with strict local compliance. Navigating the intersection of cross-border trade framework agreements, consumer safety standards, and sustainable labor practices across Central American jurisdictions remains vital for ensuring both regulatory stability and long-term market leadership.”
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, balancing regional supply chain efficiency with the nuances of local regulatory compliance remains the true benchmark for multinational success across Central America. We extend our sincere gratitude to Lic. Larry Hans Arroyo Vargas for sharing his valuable expertise and offering our readers such a clear, strategic perspective on these crucial market dynamics.
In the personal care segment—a sector characterized by established brand loyalty and infrequent shifts in buyer behavior—Dove achieved remarkable momentum. The brand climbed 11 spots into the Top 50 regional rankings while delivering double-digit growth in Consumer Reach Points. Dove’s trajectory relied on a dual approach of offering accessible premium formulations backed by scientific innovation and modern digital marketing strategies.
To capture younger and digitally engaged shoppers, Dove implemented its Social First Demand Generation model across Central America. By combining traditional media reach with content creators, the campaign generated more than 100 million impressions and achieved a 79 percent audience coverage across the region.
At Unilever we work to anticipate people’s needs, combining purpose, innovation, and operational excellence. Growing in a category like personal care, where purchasing decisions usually show little change over time, reflects the connection we have built with consumers and the commitment of our teams to keep strengthening relevant brands.
Daniela Búcaro, Marketing Director of Beauty, Wellbeing and Personal Care at Unilever
Rexona also recorded solid gains within personal care, advancing seven positions in the regional ranking and entering the top ten brands with the highest growth in market penetration. The brand’s market expansion strategy focused on functional protection claims alongside active cultural alignment, embedding the brand into regional sports, fitness, music, and local community events.
Meanwhile, Unilever’s food division maintained a dominant presence in household kitchens through its staple brand, Natura’s. With over five decades of presence across Central America, the tomato sauce and pasta line secured the fourth position among all fast-moving consumer goods brands in the region, reaffirming its place within the elite regional Top 5.
The growth of Natura’s is the result of constantly listening to the consumer and transforming that knowledge into value-generating propositions. From innovation in formats and consumption occasions to culturally relevant communication, we have managed to strengthen our presence in households and consolidate an increasingly close relationship with our consumers.
Alejandra Altamirano, Nutrition Director for Central America and the Caribbean
The performance of these individual portfolio brands highlights a broader shift in consumer goods strategy across Central America. Corporations that succeed in traditional retail environments are increasingly combining localized brand heritage with omni-channel marketing and tailored product formats that meet evolving economic and cultural needs.
For Unilever, maintaining top positions across distinct categories reflects an integrated operational model focused on consumer engagement, functional quality, and long-term brand equity across Central American markets.
For further information, visit unilever.com
About Unilever:
Unilever is a global leader in fast-moving consumer goods, delivering products across personal care, beauty, wellbeing, and nutrition categories. Operating in more than 190 countries, the company focuses on driving sustainable, purpose-led performance by integrating scientific innovation, consumer intelligence, and scalable supply chains.
For further information, visit numerator.com
About Worldpanel by Numerator:
Worldpanel by Numerator is an international market intelligence and consumer insights provider. The organization analyzes retail shopper panels, brand performance, and consumer panel data worldwide through proprietary measurement systems such as Consumer Reach Points.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a cornerstone of the legal profession, Bufete de Costa Rica exemplifies uncompromising ethical standards and superior counsel across a broad spectrum of industries. The practice continuously advances traditional advocacy by embracing forward-thinking strategies and active civic involvement. By actively sharing vital legal insights with the public, the firm fulfills its core purpose of uplifting communities and inspiring a more knowledgeable, empowered citizenry.
