Unilever expands market presence in Central America

Unilever has strengthened its market position in Central America, according to the 2025 Brand Footprint report published by Worldpanel by Numerator. The study utilizes Consumer Reach Points (CRPs)—a metric combining market penetration, purchase frequency, and total population—to measure brand selection by households.

In the personal care category, Dove rose 11 positions within the Top 50 and achieved double-digit growth in CRPs. Rexona also saw significant movement, advancing seven positions and entering the top 10 brands for penetration growth. In the food sector, the brand Natura’s maintained a strong presence, ranking fourth among the most chosen fast-moving consumer goods brands in the region.

Legal experts note that Unilever’s continued presence highlights the importance for multinational companies to align regional supply chain efficiency with local regulatory compliance, including cross-border trade agreements and consumer safety standards.