Tuna Market in Costa Rica

The companies Calvo and Sardimar are the major players in the tuna market in Costa Rica.

Monday, September 19, 2011

Sardimar, in addition to its own brand, also sells Pacífico Azul, Splash and Tesoro del Mar.

The Spanish group Calvo, sells only its own brand, which is imported from El Salvador.

The brands marketed by Sardimar have over 70% of the Costa Rican market, according to data provided by the company’s directors.

"These figures are consistent with data provided by Ibope Media in its study from 1 March 2010 to March 31, 2011. During that time, the company interviewed 6803 people aged between 18 and 65 years throughout the country.

The most popular brands among the respondents were Sardimar (34.27%), Tesoro del Mar (25.47%) and Calvo Tuna (13.64%). Other brands mentioned were Azul, Del Pescador, Pacífico Azul, Splash, Richly, Sabemás and Megasúper, which share the rest of the market", wrote Sergio Arce for Nacion.com.

More on this topic

The Tuna Market in Costa Rica

August 2013

A total of 18 tuna brands are competing in a market that seven years ago was totally dominated by Sardimar.  

One example of the growth that has been seen in brands in this market is Grupo Calvo, who has had a steady increase in sales; 11% in 2010, 71% in 2011, 32% in 2012 and a projected 19% for 2013 .

Tuna with Pasta / Pasta With Tuna

August 2012

In Costa Rica, traditional tuna producers are starting to sell their product mixed with pasta, and traditional pasta manufacturers are beginning to sell dishes where they combine pasta with tuna.

An article in Nacion.com reviews how food companies, looking to innovate and increase the variety of their product portfolios, enter markets which used to be exclusive for other types of companies.

Grupo Calvo Grows in Costa Rica

February 2010

The tuna company looks to increase its share of the Costa Rican market to 11% in 2010.

According to Nielsen, the company now has a market share of 8.32%.

“Victor Pérez, country manager at Grupo Calvo, informed that Costa Ricans mostly buy oil products (45%), vegetables (25%) and tuna in water (10%)”, reported Elfinancierocr.com.

'Calvo' Tuna Company Under Investigation in Costa Rica

September 2009

The Economy Ministry is investigating 'Grupo Calvo' for alleged unfair competition, after a complaint from rival company Sardimar.

Together with other Costa Rican Tuna companies, Sardimar argues that Grupo Calvo engages in 'dumping'.

'Dumping occurs when a company sells in another country at lower prices than the ones offered in its own market', explains journalist Hassel Fallas in newspaper Nacion.com.

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