Q COSTARICA — Every year, communities across Latin America gear up for Semana Santa—the week leading up to Easter—a peculiar economic and social phenomenon unfolds.
At its heart, Semana Santa is a deeply spiritual time, marked by processions, rituals, and reflection. Yet, woven into this sacred fabric is a powerful surge of activity that impacts local economies, tourism, and cultural identity.
In 2025, Semana Santa left a significant economic impact on the region, with a 114% increase in sales value compared to the average for the rest of the year.
According to the latest analysis by NielsenIQ (NIQ), this growth was not uniform, revealing distinct strategic opportunities by country and sales channel.
The report highlights that Nicaragua saw the largest increase in consumption value during April 2025 (+26%), followed by Costa Rica (+20%) and Guatemala (+13%). Overall, the region experienced a 3% increase in the total market during this holiday period compared to the previous year.
Growth Drivers and Star Categories
NIQ’s analysis identifies that, while price increases were the main driver of growth in 2025, portfolio distribution (effective shelf presence) was a key factor, contributing an additional 12% to category growth compared to April 2024.
The categories that defined the season—canned sardines, canned tuna, powdered concentrates, and margarine—showed exceptional performance, growing 14% compared to the region’s monthly average.
Channel Transformation: The Rise of Self-Service
For business analysts, the most relevant data point is the consumer’s shift toward modern channels. Across Central America, the Self-Service channel (supermarkets) grew by 4.9% compared to the previous season. Conversely, the Traditional Channel (small grocery stores and neighborhood shops) faced significant challenges, with a regional contraction of -3.8%.
“Easter 2025 confirmed that competitiveness in Central America is being gained through supermarket execution. With a 114% seasonality in regional sales value for April, brands that achieve efficient distribution
are the ones that capitalize on this peak in demand,” states Tatiana Irizarry, Customer Success Manager, NielsenIQ Caricam.
Regional Indicators for Semana Santa 2025:
- Total Central American Market: +3% increase in value vs. April 2024.
- Growth by channel: Supermarkets +4.9% / Traditional -3.8%.
Increase in value by country (vs. annual average):
- Nicaragua: 26%.
- Costa Rica: 20%.
- Guatemala: 13%.
- Panama: 11%.
- Honduras: 7%.
- El Salvador: 6%.
Economically, the Semana Santa effect is a powerhouse. Tourism surges. So, the next time you hear about the “Semana Santa Effect,” think beyond just the religious rituals.